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A Fashion Stylist for Every Customer
By: Janet Kalandranis
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It’s the ultimate in one-to-one marketing. Imagine this. A fashion brand that includes a stylist for every customer. Oh, and it’s affordable. This is not a joke, it’s real. It’s the new Stitch Fix. Haven’t heard of it? Well, it’s a smart brand, one that is taking this journey one step at a time and has listened to its target. Oh and it’s providing something that currently is not found on the market. Accessible, pick-for-you clothes that align with the customer’s budget and style. The question is why did it take so long to get to this point.

Stitch Fix is a brand in beta (love that!) that is testing out a new concept and hoping it produces happy customers. The brand took all that was frustrating, annoying and fun about fashion and created an online brand that could hopefully provide a new outlook on how shopping gets done. What’s interesting here is that the brand was really focused in doing something different. Really breaking free from the fashion retail mold and changing the process a whole heck of a lot.

So how does it work? Well in this beta phase customers log on and request an invite. This allows Stitch Fix to monitor its growth and really determine where problems/issues arise. But once in, customers get a whole heck of a lot of fashion and style and dreaming without all the stress. By filling out a simple, yet fun, profile about style, sizing, cost and lifestyle customers are signing up to have a stylist pick some key pieces for them. Oh and it gets better. And more exciting. Stitch Fix decided when it created this brand that it was going all out on the frustrations of fashion and online retail. So when customers sign up they pay a small fee to work with a stylist who then ships about 5 pieces to them at no charge. The customer decides what he/she will keep and returns unwanted items in a free provided mail bag. Customers then check out online for items they will keep (where the stylist fee is discounted from the purchases) and are able to comment on why they returned the other items.

So why is this a brand win and why is this on the verge of a new fashion era. Well Stitch Fix is not focusing on fashion trends within a vacuum but is providing a platform to refine and perfect each shipment of clothes they send to each customer. It’s listening to the customer, providing that two-way dialogue and working together as a team to get it right. And customers are oh so for this. No one is expecting perfection the first time around, but instead since the brand has taken all the hassles out of fashion and online shopping the rest just seems like all-around fun. And who doesn’t like fun?


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About the Author
Janet Kalandranis is here to give you all the little brand thoughts that run through her head with a little dash of spice. Find her online here.
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