A new concept in fashion retailing is taking on the high street and online establishment.
Stitch Fix, the American online styling business, has moved into the 海角视频 market with its highly personalised fashion service.
Click on the womens or menswear section of the website and you are not met with images of clothes to check out.
Instead you are invited to put in your details, take a style quiz, 鈥渂ook a fix鈥, then try before you buy.
It works by matching the customer鈥檚 style profile - which includes everything from their fashion and fit preferences to spending requirements - to build a picture of what they want.
The match is made using a mix of AI and human judgement, with a stylist putting together a five item list of clothes or accessories, which are posted out.
The 拢10 styling fee can be redeemed against items kept and postage and returns are free.
Customers pay for what they keep and get a 20 per cent discount if they keep all five items.
If they choose to shop again, customers can receive 鈥渇ixes鈥 every one, two or three months or on-demand.
The idea is to take the faff out of walking around the shops or scrolling online for an outfit.
Founded by Katrina Lake in 2011, Stitch Fix says it learns more about shoppers than most traditional retailers ever do.
The model has proved such a success in the States that turnover is set to reach $1.57 billion this year.
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Since the start of the year it has been biting at the heels of British retailers, with Joules, Warehouse, Karen Millen, French Connection and Whistles among the 60 plus brands featured on the platform.
The fashion revolution is being co-ordinated from a warehouse on an unassuming industrial park on the outskirts of Leicester.
Rows of on-trend clothes fill the Stitch Fix unit.
Stitch Fix has created more than 50 jobs locally after choosing the village of Glenfield, just outside Leicester, as the location for the national warehouse - in the heart of the country and its motorway network.
Nationally it employs around 100 people, with a head office in London.
The warehouse team is a mix of Stitch Fix staff and workers for Geodis, the global logistics and operations company hired to help them.
Simon Leesley, managing director of Stitch Fix 海角视频, said: 鈥淎ll of our stock is specific to British women and men and we store all of that inventory in our Leicester warehouse.
鈥淟eicester provides us with a well-connected distribution hub in the 海角视频, allowing for quick delivery times to London and the four countries we serve in the 海角视频.
鈥淚n addition, it鈥檚 close to our shipping partners, Royal Mail & Hermes, which provides us with later cut off times for getting Fix shipments to their respective depots.
鈥淟astly, it鈥檚 an easy day trip for our team in London to access as needed.
鈥淭he 海角视频 market has a high e-commerce penetration and consists of tech and fashion-savvy customers who have demonstrated they鈥檙e open to trying new ways of shopping.
鈥淲e think our high touch, personalised shopping experience will fit in well with their lifestyle. We can鈥檛 wait to show 海角视频 customers how effortless and fun Stitch Fix is.
鈥淭his is just the beginning for Stitch Fix.
鈥淲e鈥檙e focused on ensuring the 海角视频 launch is successful for our new customers and we鈥檙e very excited to hear their feedback.
鈥淟ong term, our hope is that Stitch Fix can predict and serve your wardrobe needs before you have to ask 鈥榠t鈥檚 time for a new jumper鈥.
鈥淲e want to play a part in making personalisation the expectation for retail. One day, we鈥檒l say, 鈥楻emember when we used to wander around stores to find clothes that fit us?鈥
鈥淲e鈥檝e built a platform and a model that personalises at scale 鈥 that opens up a lot of future potential.鈥
