By Hilary Milnes.
Right now, Stitch Fix’s brand awareness among men is “de minimis,” according to CEO Katrina Lake. Meanwhile, Stitch Fix data shows that around 40 percent of women are familiar with the brand. Now operating under the gaze of Wall Street investors, Stitch Fix is taking a crack at growing its menswear business, in order to essentially double its profitable customer base.
In September 2016, the company launched Stitch Fix Men, a category expansion that would cover the remaining half of the population not served by the data-driven online styling and e-commerce service for its first four years in business. While Lake acknowledged that in general, the menswear market is about two-thirds the size of the overall women’s market, she said that initial size in the category’s first year surpassed the speed at which its women’s market grew in its first year.
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