Dive Brief:
- The e-commerce site Stitch Fix, which mails customers a selection of clothing and accessories to try in their own homes, is now testing a men’s offering.
- Customers pay Stitch Fix a nonrefundable $20 fee to audition five items at home; they can use that money toward the purchase of anything in their shipment.
- Founded in 2011, Stitch Fix is valued at $300 million, and its 2015 revenues reportedly will total approximately $200 million.
Dive Insight:
San Francisco-based e-tailer Stitch Fix is testing a men’s version of its service, which sends a selection of clothing and accessories to consumers to try—and maybe buy—at home. Now in beta testing, the men’s offering will see wide release in the fall.
Many of the hallmarks of Stitch Fix’ women’s business will remain the same, according to company executives. Customers pay a $20 styling fee to receive five items geared to their tastes, curated by an algorithm-assisted human stylist; they can use that money toward the purchase of anything or everything in the package, but can’t get it back.
Men participating in the beta test may reveal preferences on deliveries and apparel brands, Stitch Fix execs told Re/Code. Using that information, the company hopes to be able to engineer the service to appeal to a variety of tastes and budgets.
Converting trial users into regular customers is key to Stitch Fix’s growth, and while the company has boasted strong revenues so far, it won’t comment on how many of its female customers stick around for a second sale. More upscale (and more personalized) services such as the Nordstrom-owned Trunk Club may hold more appeal to consumers.
