Stitch Fix, the online personal styling service, launched Stitch Fix Men, bringing its highly popular and successful women's service to men in the U.S. and offering a range of styles, sizes and price points unmatched in online personal shopping for men today, effectively doubling the company's total addressable market.
"The launch of Stitch Fix Men will be the biggest thing to happen in the men's apparel retail market in years," said Julie Bornstein, COO of Stitch Fix. "By combining an expansive range of brands, styles, and price points with our seamless personal shopping service, we will transform the way men shop. With the help of over 3,000 Stitch Fix stylists and 75 data scientists, we are able to combine the art of personal styling with the science of machine learning, delivering a completely personalized wardrobe for our clients. This unique combination of art & science has fueled unprecedented growth and consumer love from women throughout the country. This new way of shopping seems to have deep resonance with men as well."
Stitch Fix is adding men's apparel and accessories in response to strong client demand. "Since day one, we've heard from Stitch Fix husbands, boyfriends, brothers and dads that they would love a Stitch Fix service for themselves," continued Bornstein. "After a year of research and months of testing and feedback from our beta program, we will now bring this easy, fun, and personalized shopping experience to men while continuing to pioneer new services for women. Not only will this revolutionize retail as we know it, but it will provide an exciting source of growth for our brand partners within the apparel industry."
Stitch Fix began changing traditional retail with its innovative online personal styling service in 2011. Since then, the company has opened 5 distribution centers to service a rapidly expanding active client base, shipped millions of Fixes, and entered new apparel segments including petites, maternity, accessories and footwear. The company has also committed to debut a plus offering in early 2017. Today's launch of Stitch Fix Men marks another important milestone in the company's rapid growth and expansion.
"Stitch Fix Men is a highly personalized service with a wide variety of styles and prices that distinguish us in the space and offer a superior experience for our clients," said Mike Smith, general manager of Stitch Fix Men. "We have been very focused on quality and fit. The men in our beta service said that fit is their number one apparel concern. American men are increasingly style conscious and Stitch Fix is the ideal partner to help them along their own personal style journeys and across the various aspects of their lives."
Stitch Fix Men clients can expect an experience comparable to what the industry-leading service provides to women. Men simply sign up and fill out a Style Profile to share their size and style preferences. A personal stylist, armed with best-in-class data and technology, selects five items of apparel, footwear, and accessories that best fit a client's unique taste, budget, and lifestyle. The items are shipped right to his door, where he can try on his Fix in the comfort of his own home, and simply buy what he wants and send the rest back with free shipping both ways.
Stitch Fix Men will offer clients a mix of over 50 different denim and apparel brands, from up-and-coming labels like Threads for Thought, Descendants of Thieves, Flag & Anthem and Nifty Genius to recognizable brands like Mavi, AG, DL1961, 7 For All Mankind, 7 Diamonds, Grayers, Penguin, JACHS, and Scotch and Soda. Stitch Fix also introduce Hawker Rye, an exclusive brand available at launch, with additional exclusive brands forthcoming.
"We heard loud and clear in our beta program that one of the most important things men look for is a perfect fit. We've collected dozens of points of measurement to develop best in class fits for our shirts, sweaters and pants," said Chris Phillips, vice president of men's merchandising at Stitch Fix. "Hawker Rye is our take on modern American sportswear, featuring our essential washed shirts and everyday chinos. This blending of art and science ensures we are able to serve a wide variety of men looking for great, everyday pieces at an accessible price point."
Sizes will range from XS through XXL, waist sizes 28-42, and inseams 30, 32, and 34. At launch, product assortment will include apparel as well as footwear and essential accessories like socks and belts.