Stitch Fix looks to diversify product set with push into intimate apparel

Stitch Fix is moving into the intimate apparel market with a new service called Extras that debuted on Thursday with a selection of bras, camisoles, underwear, socks, shapewear and tights.

The program operates as a complementary service, providing Stitch Fix users with the option to add undergarments, all priced below $60, to a traditional apparel order (or “Fix”). Extras includes a range of sizes (from XS to 3X for bottoms, and up to size 44DDD for bras) from brands like Hanky Panky, Wacoal and Free People, as well the newly launched in-house shapewear brand Everyday by Stitch Fix. Everyday was built using Stitch Fix’s robust data analytics and customer feedback models to help inform design, said Lisa Bougie, general manager of Stitch Fix’s women’s division.

“Everyday helps us address a key price point and allows us to innovate quickly on shape and style, based on client feedback,” she said. “We’ve incorporated exclusive features into our products, based on this feedback. For example, clients repeatedly ask for adjustable straps, so we incorporated them into our camisoles in this line. Our clients also voiced interest in longer styles and more thigh coverage, so we designed our shapewear to meet this need.”

Similar to its apparel model, featured products will be curated based on past “Fixes” and purchases. (For example, a strapless bra might be suggested as a result of indicated interest in a strapless dress.) Consumers can send back anything they don’t want or that doesn’t fit properly.

The effort comes after the company announced its initial public offering in November 2017 and indicates a focus toward expanding the company following concerns around its fairly low opening value of $120 million. By diversifying its model, Stitch Fix can try to alleviate hesitations around investing in subscription e-commerce services, after stalled growth from similar companies.

“Adding Extras to the Stitch Fix portfolio allows us to provide our clients with even more of what they want and need, and provide them with a selection of intimates and everyday essentials that can be conveniently incorporated into their wardrobe and lifestyle. Stitch Fix is transforming how people shop, and Extras is another way we’re innovating our client experience.”

Jim Fosina, founder and CEO of Fosina Marketing Group, said he anticipates Extras will be a successful venture for Stitch Fix, despite entering into an increasingly crowded intimate apparel market. He said that within subscription models with a dedicated user base, adding complementary services is proven to increase profit per customer.

“Loyal subscribers to a brand will buy incremental products from the brand they trust. Stitch Fix already has a captivated audience and is an authority in direct-to-consumer subscription apparel,” he said.

Helene Heath, senior editor at Dash Hudson, said she foresees Extras will succeed in capitalizing on the ability of Stitch Fix to carve a niche in the retail industry with a subscription model focused on personalization, customization and ease.

“Stitch Fix is attempting to disrupt that status quo based on its own business model, which revolves around convenience,” she said. “Any direct-to-consumer brand has the advantage of being nimble and in very close proximity to its customers. Stitch Fix has undoubtedly been listening and is evolving with market demand.”

Image courtesy of Stitch Fix.

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