Katrina and Erin Morrison Flynn founded Stitch Fix in 2011. Stitch Fix is an online personal styling services in the United States and United Kingdom that uses algorithms and data science to personalize clothing items base on size, budget, and style, it also sends individually picked clothing and accessories items for a one-time styling fee.  

How does it work?

The customer fills out an online survey about their style and preferences, a stylist at the company picks five items to send to the customer. The stylist picks the items based on a customer survey and any access the customer gives them to their social media outlets. The customer schedules a date to receive their items, which is referred to as a “Fix”. Once the shipment is received, the customer has three days to choose to keep their items or return some or all of them. If the customer keeps at least one item, the initial styling fee is credited towards the cost of the item. If the consumer decided to keep all five items, they receive 25% off the total cost of the items. The customers can choose the shipping frequency, such as every two weeks, once a month, or every two months.

Their digital marketing strategy is based in building costumer awareness and brand recall. They are doing this by using their social media promotion since they believe that sending people something in the mail each month means that said people are likely to share their new arrivals in post on Instagram, Pinterest, and other social platforms.  Also, they hope to grow sales by helping consumers find more items they like to pair with items they already have in their closet.

Their strategy has been working for years and during this time were we still have a pandemic and in times when we didn’t, where some people are still avoiding coming out of their houses and where people like to buy online more than they did before. Being able to try clothes at your house can be more comfortable even now that some stores still have their fitting rooms closed. It also attracts the consumer to try things they originally would have say no and love. Get pieces every season that they know they will love, and they will use. It’s a new strategy that people are linking more and more since it gives you the opportunity to build you own wardrobe with items you know you love, items you will use and it’s on a budget friendly way and in a sustainable way since you can return the things that you didn’t like.

Elaborating their content on their social would make the brand stand out a little bit more, make it more personal and appealing to the consumer base. Use their algorithm to get more loyal consumers and get the male base consumer to know about their existence, create a profile for those consumers that want to create a new closet from Stitch Fix, get people interested even more on receiving clothes at a lower price and from brand they are already loyal to. Also, expand the knowledge of their own clothing brand, where they create clothes that they know their consumers need and will love.

They have everything figured out as a digital-consumer-base brand giving users personalization, the highest significance on their business model.