Dive Brief:

  • As of last week, Stitch Fix’s "Shop Your Looks" is out of beta and available to all women’s and men’s customers in the U.S., a spokesperson told Retail Dive in an email.

  • Stitch Fix CEO Katrina Lake in October first announced that the company was testing the algorithm-led sub-service, which allows customers to choose among items that would go well with pieces they already own, rather than leaving that type of choice to their stylist.

  • By December she reported that the beta test had been expanded to about a third of its female clientele and would extend to men. She also said then that those using the feature interacted with the company multiple times and that it boosted sales.

Dive Insight:

While other direct-to-consumer brands have turned to physical stores to help with customer acquisition, marketing and sales, Stitch Fix remains adamantly digital.

Mike Smith, the company’s chief operating officer, told a National Retail Federation audience last month that, while the physical channel is key for most online brands, it’s not for Stitch Fix. Smith called a past pop-up effort "super-interesting, but not for us," insisting that people’s own homes, where they try on the clothes they’ve been sent as part of their monthly styling package, is "better than the in-store experience."

Stitch Fix has been profitable and cash-flow positive since 2014, and has achieved scale, he also noted. The company on Thursday declined to reveal what impact "Shop Your Looks" has had on sales. The tech introduces a level of traditional e-commerce that departs from its monthly curated boxes, but maintains some limits. While it’s out of its pilot phase, those limits could yet change. Social media feedback since the feature went wide, for example, includes requests for more time to browse and the ability to purchase more than one item at a time.


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