I was flying on first class flight on Virgin America from New York to San Francisco last year, and all I can say is that you meet the most interesting people in first class.
The woman sitting next to me was dark-haired, rail-thin, elegantly dressed, and utterly gorgeous. She addressed the flight attendant in a heavy Italian accent.
I hadn’t been to the former Roman empire since the summer, so I thought I would give my Italian a workout.
What I learned was amazing and opened up nothing less than a peek into the future of retailing.
I am always on the lookout for the next “big thing” than can generate a great Trade Alert, and suddenly here was a golden opportunity
It turned out that the woman was a senior executive with the fashion house Prada, based in Milan. Why was a fashion executive flying to a city where the hoodie and torn designer jeans were the primary means of dress?
She was flying halfway around the world to develop a relationship with Stitch Fix (SFIX), the hottest new concept in online apparel retail.
The fact that major companies were flying people in from Europe to check out a small startup said a lot right there.
The company’s business model is very simple, if not brave.
Consumers fill out a personal profile that includes every conceivable measurement, preference, and lifestyle. A personal stylist is then assigned to you who mails you a monthly box of items they think you would like.
For this service, you are charged a “stylist” fee of $20, which can then be applied as a credit towards any purchases.
You simply buy the items that appeal and mail the rest back. An artificial intelligence-driven algorithm records your picks and returns and then predicts what you are most likely to buy next time.
After several of these cycles, the algorithm knows what you like better than you do and will even mail you special offerings at a discount.
Along the way, Stitch Fix will introduce you to styles and brands that you never would have thought of. In order words, it does all the thinking for you.
The company has already clocked $1 billion in revenues in 2017 and is on an exponential growth trajectory.
Stitch Fix boasts an operating gross margin of 44%, well in excess of traditional retailers like Macy’s (M), Kohl’s (KSS), The Gap (GPS), and JC Penny (JCP).
Originally targeting Millennials, it quickly learned that its real market was with middle-aged professional women who don’t have time to shop.
It is already marketing 700 brands and is working to establish its own brands where the real margins are.
Some 95% of the firm’s employees are women.
The recent history of tech IPOs has not been great ((SNAP), (GPRO), (APRN), etc.). However, given the current online retail explosion, I have great hopes for (SFIX).
Just to have some fun, I filled out a profile but listed my age as 25. I can’t wait to see what they send me.
Hopefully, I won’t blow up their algorithm.
To place your first order with Stitchfix, please visit their website by clicking here.
