Stitch Fix Vision, announced Monday (Oct. 6), gives customers personalized imagery of their likeness in an array of shoppable outfit recommendations based on their style profile and the newest fashion trends.
“When Stitch Fix launched nearly 15 years ago, we disrupted the retail market and today, we are rewriting the retail playbook once again with our latest suite of innovations, including Stitch Fix Vision,” Matt Baer, Stitch Fix CEO, said in a news release provided to PYMNTS.
“We have billions of data points on our clients’ fit and style preferences, and we are using these insights, as well as the latest in Gen AI technology, our assortment of leading brands and expertise of our Stylists, to deliver ultra personalization at scale and bring to life new ways for clients to discover the styles they will love.”
According to the release, Vision offers customers personalized images of “themselves” styled in the latest looks and trends, based on the company’s proprietary algorithms, deep client data and stylist expertise.
Aside from seeing their likeness in a variety of styles, customers will see themselves in a range of locations, such as on a city street or at the beach, to help them visualize how outfits will look in different environments.
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Vision is the latest in a series of AI-related product launches from Stitch Fix. During an earnings call last month, Baer highlighted the company’s recent rollout of its AI Style Assistant. That tool was designed to address one of its clients’ biggest obstacles: describing to a human stylist what they want from a new outfit.
Meanwhile, PYMNTS examined the use of AI in the fashion world earlier this year in a conversation with Luca Arrigo, CEO of Better Studio.
His firm is part of a growing number of companies offering a retail marketing service letting businesses upload images of clothing and transform them into fashion model shoots customized according to things like body type or ethnicity.
“The way we’re building BetterStudio is to create more opportunities — for models, for photographers, for model agencies, for fashion brands,” said Arrigo. “In today’s world, brands are struggling to keep up with the demand for content.”
At the same time, the trend raises serious questions about the future of creative workers and models in the fashion industry. A poll by nonprofit advocacy group Model Alliance found that “overwhelming majority” of models and influencers believe AI will negatively impact their careers, with 20% saying they’d been asked to undergo body scans to create their digital twins.
