Following several years of weak sales and a shrinking consumer base, Stitch Fix has launched a transformation strategy that aims to reimagine how the online styling service engages with its clients. Changes include technology advancements, a refreshed brand identity and a new marketing campaign that showcases how Stitch Fix solves common shopping complaints.
The changes were announced in a blog post by Stitch Fix CEO Matt Baer: “Our business has always been grounded in our commitment to developing and fostering client relationships — whether a client has been with us for 10 years or 10 days — and making people happier and more confident in what they wear,” he said in the post. “However, over the past few years, as the market changed and our clients’ expectations evolved, we did not adapt our service and assortment quickly enough.”
Styling a New Path Forward
To address those issues, Baer outlined a series of updates to “introduce a more modern and dynamic Stitch Fix,” including:
- A more visual and engaging sign-up process: To demonstrate to clients that Stitch Fix “gets” their style, at the end of the sign-up process users will be presented with a personalized “StyleFile” that outlines their style personality and the specific elements that contribute to it. Style personalities, which were developed using the platform’s extensive data set, range from “Timeless Trendsetter” to “Carefree Casual” and are customized to each client’s unique preferences. StyleFile is rolling out to new women’s assortment clients now and will be available to new men’s clients, as well as existing clients, in the coming months;
- Increasing the visibility of the platform’s human stylists: Human stylists have always been an important part of the mix at Stitch Fix. In the coming months, Stylist Profiles will launch that showcase each stylist’s unique expertise and work portfolio as well as related interests;
- Helping clients make the most of their current Fix and past purchases: New digital Style Cards will be included with each delivery, featuring personalized, shoppable outfit ideas built around items sent in their Fix as well as previously purchased items;
- Offering clients more flexibility: The core Fix offering — which had been a selection of five pieces of clothing and accessories — will now be able to include up to eight items. Stitch Fix hopes this additional flexibility will better address the need for seasonal refreshes and help clients explore current trends as well as update their wardrobes for major life events; and
- Delivering a wider range of styles: Over the coming months, the company plans to add thousands of new styles to its assortment through both its private brands and brand partners. This will include the launch of two new private brands: Montgomery Post, contemporary workwear for women; and The Commons, elevated, trend-right styles for both women and men. Three of Stitch Fix’s most popular private brands — Market & Spruce, We Wander and 01.Algo — will also now offer styles for kids.
Offering Consumers ‘Retail Therapy’
To communicate these changes to both new and existing clients, Stitch Fix is refreshing its brand identity for the first time in over a decade, with a modernized user experience and debuting a new wide-reaching marketing campaign.
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The new Retail Therapy marketing series explores some of the biggest shopping, fit and style challenges that consumers face and showcases how Stitch Fix addresses them. Retail Therapy will run across broadcast and digital platforms. To complement this content, Stitch Fix also plans to run spots featuring testimonials from current clients that focus on the convenience the service offers.
“At Stitch Fix, our mission is to help people discover the styles they will love that fit perfectly so they always look and feel their best,” said Baer. “We can do this because of how well we know each client. We know their style preferences, we know their value orientation and we can nail their fit as early as their very first Fix. The changes announced today build on that foundation and there is much more to come. We look forward to continuing to enhance how we serve our current clients while also extending the Stitch Fix experience to new audiences.”
