Walk into most stores today to shop for clothing and accessories, and the cracks in the traditional retail experience are obvious: absent store employees, disorganized and cluttered racks, and long checkout lines that steal precious time. Meanwhile, the online experience is not much better with an infinite scroll of sameness and little guidance to help shoppers discover what they are looking for. Many new solutions have promised to fix these issues with AI and technology alone, relying on algorithms and automation and, in doing so, are missing the crucial human touch.

Shopping for clothing today is undeniably broken, and at Stitch Fix, we’re fixing it. To do so, we’re using the power of AI, 15 years of proprietary data, our algorithms that get smarter with every interaction, and the expertise of our team of Stylists who know each of their clients at an individual level. 

Last year, we unveiled meaningful changes to our client experience that transformed the underlying ways we serve them. We created a more dynamic way for our clients to engage with us, starting with how they sign up for the service, made Stylists more visible, built more flexibility into our model, and significantly expanded our assortment with more relevant and trend-right styles.

Today, we are excited to announce a new suite of experiences that deliver on the personalization, styling, and convenience we’re known for, including features that leverage GenAI to inspire and empower both our Stylists and our clients. We are introducing: 

• A New AI Style Assistant for Clients – Our clients tell us one of their biggest challenges is putting their style needs into words. To address this, we’ve launched a new conversational AI Style Assistant that engages in dialogue with clients and uses AI-generated outfit inspiration to help them articulate their individual style preferences. The Style Assistant leverages each client’s StyleFile and the extensive data we already know about them, and the more it’s used, the smarter it gets, helping ensure each Fix delivers on the client’s individual needs. The feature, which is currently in beta and is in the process of rolling out to all clients, is available exclusively in our iOS app.
• A New Platform for Clients and Stylists To Connect – I often think back to the “golden age of retail” when sales associates knew their customers by name, remembered their preferences and could anticipate their needs. Those personal relationships have all but disappeared from shopping today. At Stitch Fix, they are alive and well – our Stylists serve as trusted partners to our clients – and now, we’re creating opportunities for clients and Stylists to collaborate like never before through a new beta experience called Stylist Connect. With Stylist Connect, which is also rolling out to all clients and is available exclusively in our iOS app, clients can communicate with their Stylists outside of the Fix, whether they need timely style advice, to ask a question about fit, or tips on trying out the latest trends, to name a few examples. Client feedback on this new feature has been overwhelmingly positive with satisfaction nearly 100%.
• Personal Styling for Everyone in the Family – Our clients have been asking for a way to bring personalized shopping assistance to the whole family, and now we are making it easy for clients to style their partner or anyone in their household, all from one Family Account. Family Accounts is the latest example of the flexibility we’ve integrated into the Stitch Fix experience, with other recent launches including building a Fix around an item found on Freestyle (our curated e-commerce shopping experience), larger fixes and Themed Fixes. 
• Personalized AI Style Visualization – At Stitch Fix, we help clients discover styles and trends they love, often before they know they’re looking for them. Now, we’re taking that to the next level. Powered by our proprietary data, Stylist expertise, and the latest advancements in GenAI, we are beginning to offer personalized style visualization, enabling clients to see themselves in a variety of outfit recommendations and trends. Currently available to select clients within our Stylist Connect platform, we plan to roll out this feature more broadly in the coming months. 
• Expanded, On-Trend Assortment with AI-Driven Designs and New Brands – Anchoring all of these new experiences is our diverse assortment of brands and styles that provide complete outfitting solutions. We’re now integrating GenAI in the design and development of several of our private brands, giving us the ability to spot and respond to trend signals more quickly and accelerate how we bring styles to clients, with our first set of designs using this technology available in the coming months. Our private brand assortment is complemented by a growing portfolio of well-known and emerging brands including new arrivals Birkenstock, Varley, Favorite Daughter, Melin Hats and Abercrombie Kids, with more dropping soon. 

At Stitch Fix, we know that the best retail experience is one that serves clients at an individual level. One where you know your clients so well that you don’t just meet – but anticipate and ultimately exceed – their needs and expectations. That’s the level of service we provide every day, and these new features will help us continue to deliver on that promise. When Stitch Fix launched in 2011, we disrupted the retail market. Now, we are rewriting the playbook again, harnessing the power of AI plus human connection to deliver the most personalized retail experience. That is what the future of apparel shopping will look like. At Stitch Fix, we are proud to be leading the way.