Stitch Fix is continuing to test out new ways to introduce more flexibility into its digital styling service. After expanding the size of its “fixes” (what the company calls the selection of items that are sent to customers for trial) from five items to as many as eight in 2024, Stitch Fix is now introducing two new ways to build fixes.
Build a Fix Around a Specific Item
In 2021, Stitch Fix also introduced Freestyle, which allows customers to shop individual items whenever they want. This was a big departure from the more rigid fix format which typically happens on a defined cycle (every month or every season, for example). Now, customers shopping the Stitch Fix Freestyle section can ask for a fix of items that pair with a particular product they love.
For example, if a customer discovers a dress or jacket they love in Freestyle, they can request that a Stitch Fix Stylist prepare a fix with that item and other items that complement it. The new option will roll out to all customers in the coming weeks.
Themed Fixes for New Trends, Seasonal Occasions
Customers looking to create an outfit or selection of complementary items for a specific occasion or new trend can now request Themed Fixes, which are currently being tested with a select group of customers. Themes are created by Stitch Fix stylists and then items within that theme are personalized to each client for their fix. Current themes include Summer Vacay, Coastal Casual, Golf and Workwear Refresh, with new themes set to launch on a regular basis based on new trends and seasonal moments.
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Additionally, almost a year in, the expansion of the traditional fix size from five items to as many as eight has been a success, so the company plans to continue the offering and open it up to new customers. Previously, the expanded fix option was only available to existing clients.
“At Stitch Fix, we know traditional apparel shopping is broken and we’re here to fix it through our personalized styling service,” said Tony Bacos, Chief Product and Technology Officer at Stitch Fix in a statement. “The updates we are sharing today support this — giving clients more choices in how they discover the clothing and accessories they will love.”
Flexibility Key to Stitch Fix’s Turnaround Strategy
These recent moves are part of Stitch Fix’s ongoing transformation strategy aimed at regaining its former standing as consumers’ go-to for personalized fashion. The company has experienced declines for several years culminating in two rounds of layoffs in 2022 and 2023 and the hiring of Macy’s and Walmart veteran Matt Baer as CEO to right the ship. The transformation strategy also includes a full reimagining of the Stitch Fix brand and experience that rolled out last year.
While these efforts have yet to bear tangible fruit — active clients and revenues were still declining in the company’s fiscal 2025 Q2, which ended Feb. 1 — there are signs that a turnaround is in the making. Revenue per active client for the quarter was up 4% year-over-year to $537 on average, and both the men’s business and Freestyle channel have returned to top-line revenue growth.
