Stitchfix
Relationship
External
Consultant
Brand Strategy and Brand Identity — Partnering with VP ECD and CMO in repositioning Stitch-Fix as an essential agent in managing personal style. Identify opportunities to diversify and grow revenue.
Stitch Fix was an innovator in fashion. Their data science offered an opportunity to redefine fashion. Enabling products to be made to fit the individual, rather than the individual having to fit the product.
But Stitchfix had a problem, their business model relied on periodic engagement around subscription boxes. To grow the brand we needed to leverage the equity built around the innovation but offer a continued relationship with customers that went beyond the box.
We identified the 'Fix', a periodic box as the self-limiting part of the existing strategy and proposed moving the company to Stitch.
A Stitch became the way any individual could connect their personal style, tastes and choices to their needs across a set of products, not just limited to fashion.
Stitch is a way to shop, not just what to shop. It returned Fashion to being a verb, to fashion, to fashion everything to the needs, taste and style of the individual.
The Team
Deirdre Findlay — CMO
Greg Johnson — VP Executive Creative Director
Marc Shillum – Brand Strategy, Naming & Identity
Aaron Brown – Creative Direction
Morgan Sterns – Art Direction
Madi Barbier – Design
Patrick Nelson– Design
Michael Russoff – Copy
Bunny Brooks – Project Management