Beginning to Reimagine Stitch Fix Posted by Matt Baer, CEO, Stitch Fix

In 2011, Stitch Fix introduced an innovative approach to shopping for clothing and accessories. By focusing on personalization and pairing expert Stylists with best-in-class data science capabilities, we made it possible for people to discover - and express - their personal style without spending hours browsing stores or sifting through endless choices online.

Our business has always been grounded in our commitment to developing and fostering client relationships - whether a client has been with us for 10 years or 10 days - and making people happier and more confident in what they wear. However, over the past few years, as the market changed and our clients' expectations evolved, we did not adapt our service and assortment quickly enough.

We are now in the midst of a transformation at Stitch Fix, which includes reimagining how we engage with our clients - from the clothing and accessories we offer to how we bring those styles to them. Today, we are beginning to introduce a more modern and dynamic Stitch Fix, and I'm proud to announce the first in a series of changes we're making to our client experience, including:

• Creating a More Compelling Way for Clients to Begin Their Relationship with Us - We are introducing a more visual and engaging way for clients to sign up for Stitch Fix and communicate their style, fit and budget preferences. To demonstrate to our clients that we "get" their style, at the end of the sign-up process, we will present them with their StyleFile, a personalized snapshot that shares their individual style personality and the specific elements that contribute to it. We mined our extensive data set to identify a broad range of personalities, from Timeless Trendsetter to Carefree Casual. Each StyleFile is customized to the client's unique preferences and also leverages our style and fit insights from the more than 100 million Fixes we have sent. StyleFile is rolling out to new clients looking to access our women's assortment and will be available to new men's clients, as well as existing clients, in the coming months.

• Putting a Greater Spotlight on Our Expert Stylists - From the beginning, Stylists have been at the heart of Stitch Fix. As we reimagine our client experience, we are increasing the visibility of our Stylists. We are introducing a new, digital Style Card that provides clients with personalized, shoppable outfit ideas built around items sent in their individual Fix, as well as previously purchased items. In addition, in the coming months, we will launch Stylist Profiles that showcase each Stylist's unique expertise and work portfolio, as well as related interests.
• Giving More Flexibility to Clients - We are now evolving our core Fix offering - which has been a selection of five pieces of clothing and accessories - to provide more flexibility to clients. As an example, in response to client feedback, we are introducing the opportunity for clients to receive up to eight items. This additional flexibility will enhance our ability to better address seasonal refreshes and help our clients both explore current trends as well as update their wardrobes for major life events like starting a new job, moving to a new geography, or a transformation in their fit profile.
• Delivering Increased Newness to Offer a Wider Range of Styles - Over the coming months, we will add thousands of new styles to our assortment through our private brands and brand partners. As part of this, we are launching two new private brands: Montgomery Post, contemporary workwear for women, and The Commons, elevated and trend-right styles for both women and men. We are also extending some of our most popular private brands - Market & Spruce, We Wander and 01.Algo - to now offer styles for kids.
• Refreshing the Stitch Fix Brand - Lastly, today we introduced a refreshed brand identity - the first significant update to the Stitch Fix brand in more than a decade. The new branding visually modernizes our client experience and supports our efforts to build deeper connections with our clients.

At Stitch Fix, our mission is to help people discover the styles they will love that fit perfectly so they always look and feel their best. We can do this because of how well we know each client. We know their style preferences, we know their value orientation, and we can nail their fit as early as their very first Fix. The changes announced today build on that foundation and there is much more to come. We look forward to continuing to enhance how we serve our current clients while also extending the Stitch Fix experience to new audiences.