Stitch Fix has thrived by often correctly guessing what items its more than 3.4 million clients will want to keep when the e-commerce company sends them a box of five pieces of clothing.
The company uses sophisticated algorithms and human stylists to choose which items to send in each shipment, called a “fix,” based on input from the client and their past purchasing behavior.
Now, with its business under pressure from the COVID-19 outbreak, Stitch Fix is looking to bolster that approach by letting anyone regardless of whether they get fixes or not shop as they would on a traditional e-commerce site. This follows an initial test launched in February that enables its active clients to buy items à la carte separately from the fixes through a service it calls “direct buy.”
The company has long been a Wall Street favorite, using technology to “personalize” suggestions for its clients far better than most traditional retailers—or other e-commerce players for that matter—have. But it has been under pressure to show it’s not destined to be a niche company with limited potential clientele. So the company’s new tactic is a big test to see if its tech can help offer a better version of conventional online shopping on top of its bread-and-butter fix model.
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Source: Fortune