Dive Brief:
- Stitch Fix is reimagining its styling assistance capabilities with a slate of AI-powered and human-led options, the company announced Monday.
- An AI Style Assistant will leverage information Stitch Fix already knows about customers to offer conversational outfit inspiration. The tool, which is in beta and is rolling out to iOS app users, aims to help customers articulate their unique preferences.
- The Stylist Connect experience, also in beta and rolling out to iOS users, lets users communicate with stylists between orders, whether they are looking for advice about fit or the latest fashion trends.
Dive Insight:
Stitch Fix has made client experience a key part of its strategy, and its use of AI aims to further enhance it.
The apparel box retailer revamped its experience last August with a fresh emphasis on its stylists. Stitch Fix’s results have started improving since then, with active customer declines slowing down in recent quarters.
Now Stitch Fix is rolling out AI-powered tools to help it better personalize each customer’s experience by taking advantage of client data.
“At Stitch Fix, we know that the best retail experience is one that serves clients at an individual level,” CEO Matt Baer said in a prepared statement. “One where you know your clients so well that you don’t just meet — but anticipate and ultimately exceed — their needs and expectations.”
One upcoming feature will be personalized AI style visualization, which leverages generative AI to let customers see themselves in a variety of outfit recommendations and trends. The feature will be powered by a combination of proprietary data and stylist expertise.
Stitch Fix will also launch Family Accounts, which let customers find styles for anyone in their household. The feature is being launched in response to client requests for personalized shopping assistance for their entire family.
