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, “book a fix”, then try before you buy.
It works by matching the customer’s 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 £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.
Most Read
If they choose to shop again, customers can receive “fixes” 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.
Leicestershire manufacturing news
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.
Don’t miss
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: “All of our stock is specific to British women and men and we store all of that inventory in our Leicester warehouse.
“Leicester 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.
“In addition, it’s close to our shipping partners, Royal Mail & Hermes, which provides us with later cut off times for getting Fix shipments to their respective depots.
“Lastly, it’s an easy day trip for our team in London to access as needed.
“The 海角视频 market has a high e-commerce penetration and consists of tech and fashion-savvy customers who have demonstrated they’re open to trying new ways of shopping.
“We think our high touch, personalised shopping experience will fit in well with their lifestyle. We can’t wait to show 海角视频 customers how effortless and fun Stitch Fix is.
“This is just the beginning for Stitch Fix.
“We’re focused on ensuring the 海角视频 launch is successful for our new customers and we’re very excited to hear their feedback.
“Long term, our hope is that Stitch Fix can predict and serve your wardrobe needs before you have to ask ‘it’s time for a new jumper’.
“We want to play a part in making personalisation the expectation for retail. One day, we’ll say, ‘Remember when we used to wander around stores to find clothes that fit us?’
“We’ve built a platform and a model that personalises at scale – that opens up a lot of future potential.”