Personalised subscription-based fashion company Stitch Fix has opened up to non-members for the first time, with the launch of a new platform called Freestyle.
The distinguishing feature of Freestyle is that visitors are unable to search its whole stock of items from thousands of different brands. Instead, they shop via curated selections that Stitch Fix believes align to their individual style.
While a subscription is not needed, the first time customers visit the site they’re asked to take a quick quiz so that Stitch Fix can personalise their selection. Stitch Fix says that the stock of the site is updated multiple times per day, meaning every visitor’s curated selection will continually change and be influenced by any purchases they make.
Potential groupings included “Trending for you”, “Complete your look” and “Fresh styles”.
Freestyle aligns with a significant shift we are seeing in department stores where retailers are leading more on curation than volume of products to promise customers they’ll find something exciting every time they visit.
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