The direct-to-consumer brand has rolled out a platform to all of its customers that allows them to choose from clothing items that go well with products they already own. The rollout is an extension of the “Shop Your Looks” program, an algorithm-led strategy the brand began releasing in late 2019. The direct-buy option uses the information Stitch Fix already has about customers, including size and style preferences, and then lets customers find recommended items outside of the five stylist-curated items received monthly. The differentiating factor with this new system comes from the “personalization muscle” the brand is using to tailor suggestions and let customers browse through items that may fit their style.
Stitch Fix developing upon its already profitable business strategy is in line with consumer preferences—60% of whom are willing to provide more personal data in exchange for personalized shopping recommendations, according to a Gartner report on the topic. With the new feature, Stitch Fix hopes to grow sales by helping customers find more items they like to pair with items already in the closet. Though “Shop Your Looks” is still relatively new, the brand is already prepared for it to attract new customers and hopefully re-engage current ones.
Stitch Fix is putting another digital spin on traditional retail—a strategy the brand has been using to be cash-flow positive since 2014. While many direct-to-consumer brands have been moving more towards physical stores, Stitch Fix is sticking to the digital domain it knows best.