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Introduction
Stitch Fix is an American online commercial fashion company that utilizes the insights extracted from customer data and the aesthetic sense of stylists to deliver personalized shopping experiences. Stitch Fix launched in the UK in May 2019.
AI used for
The main website and the vision behind the brand
Stitch Fix applies data analytics for selecting ideal fashion items for customers throughout the entire universe of the fashion world. Customers fill out the Style Profile to start the process of getting the personalized experience. The Style Profile collects detailed data about each customer’s. Stitch Fix uses natural language processing to analyze text, such as customers’ requests and feedback, and uses it to assign each item in the inventory a matching score. The stylists analyze the results. Stitch Fix is also extending a direct-buy option, known as “Freestyle” where people can directly buy without the help of stylists as per their choice
The two ways of shopping at Stitch Fix where people can shop from the stylists' edits or can direct tap on the FREESTYLE option to buy without a stylist for their particular concern.
Style Profile directs the procedure and seals the deal with the ZIP CODE.
Style Shuffle
It lets us rate items on Style Shuffle on-site and on iOS mobile app. It also let us know when there are new styles to rate, just opt-in to push notifications on the app afterwe have finished playing Style Shuffle. Sometimes, clothing from other brands cannot meet the needs of a customer, or the product may not be available when the customer wants a delivery; Stitch Fix now has its private label to fill those gaps.
In the Style Shuffle whether it is in app or website the first step of the shuffle is to gather information of the visitor and then exhibiting the styling edits /combination to the same for assigning "THUMBS UP" or "THUMBS DOWN" for liking or ignoring the edits respectively.
Website Algorithms
Using Keywords everywhere Google Chrome Extension the(2021) URL ranks at 810 with CTR to landing page 268,000 per month.There are total 32.83k keywords used. Due to its innovative artificial intelligence acquired inventory management it has established a tech savvy and sustainable paradigm in the fashion world thus, making the customers to search the website voluntarily.
SOURCE: Keywords everywhere google chrome extension
Total visit as per the Similarweb google chrome extension(2021) is 8.35 million with 7.57% rise and with average duration of 4mins and 55 secs. A person when viists go through around 6-7 pages which means the website can hook the customers in the products in the freestyle section or filling out the style profile.
SOURCE: Similarweb google chrome extension
Top 5 countries with maximum searches(2021)
(Data collected from SimilarWeb and MozBar)
GLOBAL RANK: 22,264 (similarweb)
COUNTRY RANK US: 4,247(similarweb)
CATEGORY RANK: (lifestyle/fashion): 541 (similarweb)
HI- Discover a shopping experience created just for you (51 characters) (mozbar)
H2-Tell us what you like, we’ll find what you love • Find your new faves from 1000+ brands & styles • Explore 2 ways to shop • You're always in charge • Ready to get style inspired by you? (185 characters) (mozbar)
PAGE TITLE-Women's clothing | Personal stylist | Stitch Fix (48 characters) (mozbar)
SOURCE: Similarweb google chrome extension
Visits over time
SOURCE: Similarweb google chrome extension
30.42 % organic traffic or CTR from search results as per Similarweb chrome extension. Out of which 75.98 % is from organic keywords and 24.02 % from paid keywords
SOURCE: Similarweb google chrome extension
Stitch Fix is also looking into diversifying its digital marketing spend after witnessing media costs rising but customer acquisition costs remaining flat.
SOURCE: Similarweb google chrome extension
“We’re working on both product innovation as well as experimenting into new and emerging channels to offset this,”
-KATRINA LAKE (Founder)
“The reality is, we’re evolving our products and incorporating direct buy and Fixes, and having a new marketing messaging is a really important way to think about kind of the new product and how we engage with clients,”
-KATRINA LAKE (Founder)
Pinterest Analysis
Stitch Fix uses the interesting tactic of encouraging customers to link their Pinterest accounts to their Style Profile, so that it can collect more detailed information about customers’ tastes from their Pinterest boards apart from feedback and reviews.
It is called collaborative filtering algorithms that operate on the assumption that customers who have had a preference for some items will have the same preferences to other particular items.
Instagram page currently has 839K (2021) followers but that’s far surpassed by their presence on Pinterest, where they have over 1.1 million followers. In fact, they’re one of the most followed accounts on the entire site. This helps explain why an estimated 30% of their social media traffic comes from the above platform.
SOURCE: Similarweb google chrome extension
CC Shivani Rath
"Facebook in particular has become more competitive. The focus of Stich Fix is entirely customer centric"
-KATRINA LAKE (Founder)
Facebook Analysis
•It arranges the posts to in order to interact with the customers and the views as a whole. Posts like "this or that" styling option choosing games and quizzes entangled the viewers often with their posts.
•TOV- fun and interactive
•Storytelling- customer journey (hero)
•Virality- through UGC and influencers' hashtags and FOMO hashtags.
•Hashtags used- #StitchFixinfluencer, #regram #StitchFixStylist for Freestyle inspiration from stylists of StitchFix.
•Links to website can be found everywhere on the app. Targeting micro influencers and also resharing the UGC posts give boost to the reach.
FREESTYLE LAUNCH:
It is the launch of StitchFix's Freestyle
THIS OR THAT CHOOSING GAME:
It is an interactive post with the viewer and many other such posts are posted for raising the inquisitiveness and retaining the customer. (owned media)
MICRO INFLUENCING:
It depicts the micro influencers with #StitchFixInfluencer. (shared media)
MICRO INFLUENCING WITH THE BRAND'S STYLISTS:
It depicts the stylists working for StitchFix with #StitchFixStylist. (shared media)
Instagram Analysis
•The posts in this application are generally trendy ranging from styling tips to trying different filters infused games like THIS OR THAT, and WHAT SHOULD I WEAR TODAY etc developed by StitchFix itself .
•It focuses on the different aspects of working women and active housewives from home workout tips to baking videos in the form of IGTV. Reels include stylists of Stitch Fix giving tips on selecting outfits for summer or trendy choices with micro influencers building the community on the same.
•User generated content also drives reach and CTR due to its authenticity. TOV, Storytelling, virality and hashtags used is same as Facebook. Direct links to website makes it convenient to click and browse for the viewer to become a visitor to the website from social media.
•Hashtag used other than Facebook:
#StitchFixStyle as the main hashtag with fun and FOMO way of writing and mentions of influencers with #StitchFixInfluencer
STITCHFIX'S OWN FILTER:
It is the StichFix'sdeveloped filter which creates a FOMO and people can be seen making reels using it. (owned media)
IGTV:
It is made by the female employees about their everyday lives and work-life balance along with digital media chefs, yoga gurus and lifestyle influencers. (shared media)
REELS:
It is usually made by the stylists of StitchFix and Micro influencers under the #StitchFixStylist and #StitchFixInfluencer respectively.(paid media)
UGC:
It describes the reach of the brand and the trust thrusted by people on the same. (earned media)
Twitter and Youtube Analysis
Twitter has same posts, hashtags and CTRs as that of Instagram.
StitchFix does not have any Youtube
channel but the UGC videos (reviews, box opening videos) of the vloggers reaches the right audience.
TWITTER :
It has 80.8 k followers.
YOUTUBE:
It is interesting to note that it does not own any channel but the UGC helped to expand its's reach even from Youtube.
Recommendation
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Growing collaboration with more brand lines
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Using trends and style profile to group customers for more efficient labour in stylist payroll
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Creating TV marketing campaigns/advertisements
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Offering a Facebook “coupon” or discount
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Providing 10% off next purchase for feedback on each shipment
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Providing a $20-$50 price point to be more inclusive
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Increasing the cadence of specific posts like BTS(behind the scenes) videos and unboxing videos/reels.
