Situation Analysis

Market Summary

The primary target customer of Stich Fix are college graduate, careered women in their 20’s to 40’s located all over America. The secondary target are the women who are not necessarily career focused but are willing to dress fashionably as well as ladies who are not fashion savvy but would like to dress trendy. The target geographical area for StichFix is all over United States. By utilizing internet as a platform and home delivery service, Stich Fix can serve domestic customers of all race and ethnicity throughout the country.

Stich Fix has different tiers of brand and design combination so customers are in control of their own expenditure. This allows flexibility to reach customers of various income range. The median income of targeted customers are over $40,000 per annum.

The focus of Stich Fix is entirely customer centric. Any online clothing store can provide branded clothes but Stich Fix is not just about clothes, it is about personalized experiences customers are going to receive. The customer provides the information about what their preferences are in regards to color, materials, design, style, sizes, and the frequency of the delivery. That information is used to design the clothes that are specific to that particular customers’ choices and are delivered to their door as often as they would desire.

The customer can then keep the clothes and accessories they like and return the ones they do not and are only charged for the ones they keep. The data is also collected from the returned clothes and customer feedback to better customize the experience for the next delivery.

Stich Fix’s market consists of consumers who value service along with the quality products. Stitch Fix is going to provide convenience to the customers with wide range of clothes selection as well as various accessories. The target customer are busy careered women who does not want to or have time to go shopping and is happy to get new things delivered, so the member gets what she wants, major brands and great styles, without the effort.

Stitch Fix does not have the physical space which allows us to save money on overhead. This also allows members get the same stuff for no more than what they’d pay in the store. As popularity about the store increases we expect to introduce and expand our target customer to males as well.