All across the country, a strange fever has taken hold of thousands of women. Perhaps you’re infected yourself. You probably at least know somebody exhibiting the symptoms: obsessively browsing blogs and Pinterest boards, frequently referring to “my stylist” and uninhibitedly squealing with joy when a cardboard box sporting a blue and brown logo appears at the front door. Be careful! This fever is highly contagious. In fact, I guarantee that if you get anywhere close to it, you will succumb. But, on the other hand, you will be cute and well-dressed because, of course, I’m talking about Stitch Fix, the online fashion subscription service that’s taking over the blogosphere. Katrina Lake, 31, is the founder and CEO of the San Francisco-based company that’s causing heart palpitations and swooning in everybody from hardened business analysts to young moms who just want to wear something besides yoga pants and baby food. And women like me. (Note to husband John Pitts: There’s nothing for you to see here. Nothing at all. Just move along.) I don’t know why I like Stitch Fix so much. I certainly admire Lake’s entrepreneurial mix of statistical algorithms and personalized service. I’m in awe of Stitch Fix’s successful and seemingly effortless marketing strategies. I like Stitch Fix’s casually chic and trendily classic aesthetic. But mainly I just sort of uninhibitedly squeal with joy with a box of adorably cute clothes THAT I DIDN’T HAVE TO PICK OUT MYSELF shows up at my door. I can’t explain how much fun that is. Perhaps I need to get out more. In the spirit of rational thought and scientific research, however, I have identified the Seven Stages of Stitch Fix. Check to see where you are on the spectrum:
- You’ve filled out your style profile (mine revealed that I am not glamorous, edgy or bohemian — who knew?), loaded up your Stitch Fix Pinterest board and scheduled your Fix. You immediately begin to stalk your box’s arrival.
- While you wait, you check out other Stitch Fix reviews and start to obsess. Will you get that lovely Daniel Rainn heart-print top? Has somebody else scored with the Paper Moon black-and-white dress you pinned months ago? Are there any Collective Concepts Split Neck Embroidered Sweater left in your size? It’s shopping porn at its best.
- Finally, your Fix has shipped. You know you can click on the checkout button and view your invoice, which has descriptions of what’s headed your way. Should you peek? And if you do, should you find photos to match those descriptions? Decisions, decisions …
- Ut’s here! Your Fix arrives. You savor the moment of opening the box and unwrapping the goodies inside because, really, when else does somebody choose things specifically for you and mail them just to you? (The answer is “not often.”)
- You ooh and awe over the colors and the fabrics. Yes! You can wear that skirt to work tomorrow. You can wear that dress to the wedding in a couple of weeks. And those pair of jeans will be your go-to weekend wear. You study the styling cards. You start making outfits in your head. The possibilities are unlimited …
- Well, at least they are until you try your clothes on. Just like in stores, sometimes what looks good on the hanger (or in the box) doesn’t make the cut when it’s on you. Sometimes the sizing’s off. Sometimes the cut isn’t flattering. Sometimes your budget isn’t Stitch Fix-friendly. But, really, that’s beside the point. One piece or none or all five — doesn’t matter what you keep. Because you’ve had the Stitch Fix experience, and you’re ready for more.
- So you put your send-backs in the prepaid envelope, pop it in the mailbox, tweak your Style Profile, write a sweet and helpful note to your stylist, schedule your next Fix and immediately begin to stalk your box’s arrival.
Want to try it? Stitch Fix has not paid me to write this post, but the company does give its customers credit toward purchases when they refer new customers. So click here to sign up, and then when you’re a happy Stitch Fix customer you can get credits yourself. Brilliant!