The holiday season is upon us and it seems that there just isn’t enough time in the day to get everything done that I need to. We have all been there: you have to go to a holiday party and just don’t have the time to go shop for an outfit or you are having people over for dinner, but don’t have the time to go to the grocery store and get your house ready for your guests. These are common problems that we face in our fast-paced “go, go, go” society. This busy time of year has inspired me to write this post on a new type of business that seems to capitalize on the idea of convenience. I am talking about the business model that integrates a user-centric strategy by providing personalized services directly to the consumer. The company that I am going to discuss in this week’s post is Stitch Fix but there are many other up and coming businesses that fit this model like Blue Apron.
Stitch Fix is a company that hand-selects fashion forward clothing and accessories and then delivers them to your door.
As the company states on its website, “For busy women on the go, Stitch Fix is the personal styling service tailored to your taste, budget and lifestyle that helps you look and feel your best every day.”
The overall Stitch Fix process is made up of 3 simple steps:
- Take a personal style quiz so the stylist that is paired with you gets to know your taste.
- Receive 5 personalized pieces that are delivered to your door.
- Keep the items that you love and send back the rest. (Shipping is free and Stitch Fix provides you with a mailer to send the products back.)
There are several reasons Stitch Fix has seen success with its model. The first is that it is very simple, making it easy for users to get involved. The second is that it includes personalization. Ah yes one of the key words when it comes to marketing. Consumers love it when they are able to receive a personalized experience. It makes them feel special and increases the likelihood of generating brand loyalty. (Marketingcharts, 2014) In addition, personalization is key to a brand’s long term success. (Marketingcharts, 2014)
The third and most important reason the Stitch Fix model is successful, is convenience. The users of this service are busy and what draws them to use it, is the fact that everything is sent directly to them with minimum effort on their part.
The Stitch Fix Community
Stitch fix has also been able to create its own community made up of users through the use of various social media platforms. Stitch Fix has an integrated social media approach by actively utilizing Facebook, Instagram, Pinterest and Twitter. On each of these accounts the brand interacts with its users by encouraging them to share outfits, talk about what they love and the brand even features giveaways and contests on these platforms. In addition, almost all of the brands social media posts feature an eye-popping image that immediately captures the user attention.
As I mentioned at the beginning of the post, Stitch Fix is just one of many in using this business model. Do you think we will start to see more businesses take on this approach? What are some other businesses who have successfully applied similar tactics?
Digital Marketers: Personalization Critical to Long-Term Brand Objectives. (2014, September 5). Retrieved November 23, 2015, from http://www.marketingcharts.com/online/digital-marketers-personalization-critical-to-long-term-brand-objectives-45671/
Stitch Fix | Try a Personal Stylist! (n.d.). Retrieved November 23, 2015, from https://www.stitchfix.com/
Stitch Fix (n.d.). Retrieved November 23, 2015, from https://twitter.com/stitchfix
Stitch Fix (n.d.). Retrieved November 23, 2015, from https://www.facebook.com/stitchfix
Stitch Fix (n.d.). Retrieved November 23, 2015, from https://instagram.com/stitchfix/
Stitch Fix (n.d.). Retrieved November 23, 2015, from https://www.pinterest.com/stitchfix/