At its founding a decade ago, Stitch Fix’s disruptive idea was to leverage data plus human stylists to provide customers with curated boxes or “fixes,” eliminating the hassle of clothes shopping at stores or websites. Since then, though, the company has retooled that to include the ability to shop directly from its site, called “direct buy” in discussions with analysts and press and “Your Shop” in communications with customers. In recent weeks, Stitch Fix quietly eliminated the requirement to be a fix customer to shop this way.
On Wednesday, Stitch Fix unveiled a new name for this option, “Freestyle,” and a marketing campaign to go with it.
This is “a major milestone in the evolution of our service enabling everyone to shop personalized recommendations in their own personalized store,” the company said in a blog post.Retail Dive