Reference Case Study: Stitch Fix’s CEO on Selling Personal Style to the Mass Market
I’m not going to re-hash the article, you can go read it yourself, that’s why am providing the link, what I am going to do is highlight the things I found interesting, the first two weren’t technology related, but the third one was and the fourth one was more personal.
My first thought was who shops that much and/or needs that many clothes? Now, to be fair, I’ve never been much of a shopper, I typically only buy things when I need to replace something that I’ve worn out. There were a few exceptions to this after I moved to Berlin and realised I’d gotten rid of a few things that I really should have kept, and bought things to replace them, but mostly, I just replace things that have worn out.
My other thought was around the fit/sizing. I have a terrible time finding things that fit the way I want them too, even when I know my measurements and buy according to the sizing chart, so I end up in a store/stores trying things on, who needs the hassle of online shopping and sending stuff back?
But, turning to the technology, that part was interesting, allowing for the fact that I am not even remotely in the target market for such a service. The fact that they have used AI/Machine learning to bring the fashion industry into the 21st century is interesting. It is all about understanding the customer-base/target market and the nuances of the sector and knowing what to do with the data once it’s collected.
Finally, and more personally, I liked that Katrina Lake, the founder and CEO of Stitch Fix, when she didn’t see anyone else doing anything to address what she perceived (rightly) as an opportunity in the market place, decided to do it herself. This sounds like something I would do, and in fact have done, not that I have started a successful online business, but I have stepped into the void and provided leadership and guidance when there was none; I have done things that I thought “someone else” should be doing/responsible for but they weren’t interested or didn’t perceive the need.
Those are my thoughts (quick and cursory as they may be) on the second article/case study in the HBR book, “On AI, Analytics, and the New Machine Age”.