Sammi Strachan

I think the advancement of technology like stitch fix is great. As someone who hates shopping, I can appreciate it, even if I never use it. These technologies are disruptive in a lot of ways, but what are they doing for innovation. The clothing industry is all about changing styles. It needs people to want to grow and change, otherwise they will make one sale over the life time of the customer. If Stitch Fix is only giving me things I currently like, it will not allow for changes in my personality as I grow. There maybe a solution to this, because like I said I have never used it, but this seem like a way for people, and the industry, to stop evolving.

I loved the idea of Stich Fix because I was interested in what clothes those designers would give me based on my style at the time. My only problem with them and why I don’t use them anymore is the fact that I have changed my style a lot over the past couple of years and what they would send me wouldn’t be what I was into at the time. Now I haven’t used them in a while so I don’t know if they have changed their system where it updates your recommendation based on what you’re currently wearing. But it does beg the question of if this technology will grow with us because we are complex and are always changing ideas, styles, etc. I do agree as marketers we need to stay up to date on certain trends because it will help when using technology like this to target and engage new customers.

Thanks Sammi for this article! Reading through Sean’s comment above, I tend to agree…. not on him hating shopping (sorry Sean haha!) but on how styles change, seasons change, you change – whether it’s your body/weight, the look you’re going for, what’s trendy, etc.

I’ve been in that fun phase of life when it seems like every… single…. one… of my friends are getting married (22 weddings in the past few years to be exact and there’s no end in sight, send help). That’s a LOT of dresses to buy. A few years back, one of my friends turned me on to Rent the Runway. You’re able to rent beautiful gowns at plenty of different price points for the date you need, and return it afterwards. I’ve always loved this idea and I’ve seen this thought process intertwine with businesses like StitchFix. Rent the Runway you can rent other designer clothing, A company called Nuuly allows a similar “subscription box” that you can wear from brands like Anthropologie, Levi, Urban Outfitters, and Free People and return at the end of the month. I’d be interested to see this idea be expanded on even further with a personalized stylist like StitchFix as the IoT grows.

https://www.nuuly.com/
https://www.renttherunway.com/

I use Stitch Fix, and every time I get a box, with a message from “my stylist” I wonder if it’s a real human being, or just a bot that has picked out things for me based on AI. Maybe a bit of both, I suppose. It did take them a while to figure out what I liked, and though they make it easy to send returns back, it was pretty annoying in the beginning to get a box of stuff that I felt pretty ‘meh’ about. STILL, it’s a cool innovation and I continue to use it (although I have been questioning why since I’ve been working remotely since March and have no real reason to be buying more clothes! My wardrobe is mostly yoga pants and comfy t-shirts!). I’d like to see these companies get a bit better at understanding how a piece would look on the individual, maybe using 3D rendering. I’m guessing that may be cost-prohibitive now but may be more realistic in the future. Speaking of cost, I find that a lot of the stuff they send is pricey-er than what I’ll usually spend. I have to REALLY love it or it’s going to go back. That reminds me, it’s been a while since I did a style quiz – I think I’ll go do that now! 🙂

Sammi,

Thanks for sharing! I think Stitch Fix did a tremendous job entering and disrupting their market. When it comes down to it I think the main reason for their success is their ideal customer. They customer is someone not heavily involved in their industry and their branding helped engage new users into the apparel industry, in a way that eliminated the stressers that pushed these same customers away initially.

Technology was the leading guide that accelerated the success of Stitch Fix and I think since it entered this industry the usage of IoT was only increased among other brands and competitors. Leading to more advancement in targeted advertising and the most recent introduction of Instagram shopping. This introduction has been controversial based on the architecture of the app itself and the placement of the new feature.

More information about this feature in recent news can be found here: https://techcrunch.com/2020/10/05/instagram-expands-shopping-on-igtv-plans-test-of-shopping-on-reels/?guccounter=1&guce_referrer=aHR0cHM6Ly93d3cuZ29vZ2xlLmNvbS8&guce_referrer_sig=AQAAAA_rzhyEQ6ib0ij2iOstS6hbFZ6wQN-6TiXj2bMiE-8eM6ZpXuqk5JYxBkFA_hfzLNpNh0B76uCjQ2lbvL34SmhurkdtzPVebowTGVb0_qiYZt7C2ZrQhO_OiHWc_9MXlk-npACEv27CTkf3BMrq9SIuprn7QNALdkFKMVKtgB50

Sammi can you believe that I almost tried Stitch Fix! I’m not sure how I first entered their funnel, but they were hot on my trail and hitting me from every angle as I was seeing ads everywhere… Wait, did I say everywhere? I mean EVERYWHERE. I wasn’t sure about the return process and how complicated that would be. I also worried about fit because I am 5’11′”, I would have appreciated more ads that showed videos of various builds trying on the clothes etc.
Interestingly enough, the biggest factor for me to finally consider doing it, wasn’t the on screen digital marketing. What almost pushed me over the edge was the sheer number of co-workers who were using it and asking me to put them down as a referral when I finally tried it! Not IF I finally tried it but when. The referral bonus must have been significant as the pressure was so heavy. I escaped only due to a mindset shift taking place in my house to return to the basics and seek areas to minimize. That is #goals for a brand… to get others to market it for you! Powerful.

Funny you should write about this Sammi. An Apple Watch is going to be on my list this year for the soul purpose that I can track my steps, caloric intake as well as track the patterns in my heart rate. When I moved to America in 2015, I was indulging in burgers and cake and all things fattening when going out to eat. I was soon told my doctor that I needed to start taking cholesterol medication, do more exercise and lead a healthier life. I hadn’t even lived here 4 months!!! I now make sure to enjoy my food but also pick smarter options. The food industry in America is overwhelming and its no surprise that more and more of the countries population are overweight. I do however believe the first step in losing weight is being in the right frame of mind otherwise a Fitbit or Apple Watch could just sit and collect dust! With that being said I think that if a person can visually see numbers in front of them, on their wrist, then they may keep themselves more accountable, even if its just getting their steps in. Do you think that doctors and health professionals should promote smart watches as a way to help people who are overweight?

I think Fitbits are great for people to use that are involved in fitness or ones who are just getting started! It can facilitate the process of keeping track of all of your numbers. Since a lot of our extracurriculars in life were cut short because of the pandemic – some of us might have more time than we normally do.

Since a lot of people are working from home, I actually think companies should be promoting exercise and keeping physical activity going. My cousin actually got a budget for exercise and fitness for his company to buy something like a treadmill or weights. He saw fitness tracker on the list and he ended up asking them for an Apple Watch. They bought him one. I think that is great! His company wants everyone to stay active while they are working from home. They want to promote that to do before or after work or even during their lunch break! I believe more companies should do this for their employees to keep everyone moving during the pandemic.

Great Post Sammi. Fitbits and Apple Watches are great source of motivation. I feel as technology grows, the more helpful it will be. For instance, I know people who instead of reaching their step goal, will just shake their watch to make it seem like they are moving (I’m am so guilty of doing this). In the future maybe they will have technology that is synchronized with a persons every move. Meaning everything they do, everything they eat, drink will be accounted for by AI. This way individuals cannot lie to their Fitbit. Also in the future, maybe doctors can partner with brands like Fitbit and Apple to prescribe or provide a discount to individuals who need to stay on top of their well-being.

This is the story of the internet. There is always something new and better. The difference now and when myspace (RIP) went the way of the dinosaurs is that social media platforms can buy out the competition and integrate them, instead of compete. To your point about Instagram and Facebook being the same company, this practice of buying out the competition is a main reason the Government has found them to be conducting monopolistic practices. I talk about it in my post (https://digitalmarketing.temple.edu/smadden/my-articles/)