By: Marianne Hynd
Stitchfix is a site that’s been gaining traction, likely in part because it’s convenient to use and because it’s a truly personalized experience. Their tag line is “Where fashion and data collide” and rightfully so.
Here’s how it works: you fill out a personal profile in which the company asks several questions to get to know you and your preferences better. The questions range from asking about body type (height and weight, as well as arm/torso length, and how clothes typically fit you) to style and color preferences. It’s pretty detailed. Once you complete the detailed survey, you then select a schedule in which you will receive clothing items based on your responses (you can choose as frequently as a few times per month to quarterly if you’d like). You pay a $20 styling fee and schedule your first delivery date. You’re all finished!
From there, the clothing arrives on the scheduled date, and you can look at what you received and choose to keep it or not. If you keep any of the items, the $20 styling fee you paid will count toward the purchase of the items you choose to keep.
I can see why people like it – it’s easy, you receive outfit items on a regular basis, and you don’t have to think about it.
The best part though? At the end of the detailed survey, customers are invited to share social media user names (not passwords, just names) if you’d like so that the personal stylists can view them to get to know you even better. And, to add to the fun, customers can create Pinterest boards to share with their stylists.
Stitch Fix has figured out, like many market researchers, the value of a consumer’s social media usage. By looking at an individual’s social sites, you can really learn a lot about a person. They are most genuine when not responding directly to a company and simply engaging with friends, family members, and coworkers online. This is most true for Twitter and Facebook; Pinterest gives an added level of insight since this is a “wish list” type social site, where users can pin their favorite things, items they would love to have, or even insight into who they’d like to be.
This is one company that seems to get it, and it pays off for their customers. They are not only learning about their basic preferences and general body type, but really getting a good understanding of “who” the person is and what image they’d like to present to others.
Kudos to this company for making the most of social media content! This is a good case study for anyone in the apparel/styling industry. Definitely something to consider and how it can be implemented in other similar ways to enhance a customer’s shopping experience.