It's not often that I share work that didn't run, especially many years after the work was completed — but today Stitch Fix unveiled a new identity that builds on some of the strategic points that I was able to uncover with the most excellent Stitch Fix team. I share only to underline that the importance of timing and understanding the speed of transformation is key to creating great work that actually launches.
Stitch Fix was an innovator in fashion. Their data science offered an opportunity to redefine fashion. Enabling products to be made to fit the individual, rather than the individual having to fit the product.
But Stitch Fix had a problem, their business model relied on periodic engagement around subscription boxes. To grow the brand we needed to leverage the equity built around the innovation but offer a continued relationship with customers that went beyond the box.
We identified the 'Fix', a periodic box as the self-limiting part of the existing strategy and proposed moving the company to Stitch.
A Stitch is the way any individual could connect their personal style, tastes and choices to their needs across a set of products, not just limited to fashion.
Stitch becomes a way to shop, not just what to shop. The thought returned Fashion to being a verb, 'to fashion'. To fashion everything to the needs, taste and style of the individual.
The Team
Deirdre Findlay — CMO
Greg Johnson — VP Executive Creative Director
Marc Shillum – Brand Strategy and Identity
Aaron Brown – Creative Direction
Morgan Sterns – Art Direction
Madi Barbier – Design
Patrick Nelson – Design Application
NTropic – Mood Film and Animation
Michael Russoff – Copy
Bunny Brooks – Project Management
Comp Images –Elaine Constantine