Example question from Stitch Fix’s style profile. Stitch Fix / Via stitchfix.com
It’s the first “fix” that’s the hardest. After that, the experience becomes addictive.
So says Katrina Lake, the 31-year-old Harvard Business School graduate who founded Stitch Fix, the buzzy e-commerce startup that mails users five items a month pegged to their tastes, as determined by a combination of algorithms and human stylists.
Seventy percent of people who get their first Stitch Fix box end up getting another within 90 days. The company’s goal is for customers to keep at least two of the five items, a conversion rate that would draw the envy of the most successful brick-and-mortar retailers.
Therein lies Stitch Fix’s biggest challenge as it continues to scale — the company already employs more than 1,000 people — beyond early adopters: Data doesn’t always align with varied tastes of female shoppers.
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