stitch fix

Stitch Fix Inc. is having its red carpet moment.

The online styling service — which uses algorithms and human stylists to pick fashions for users to try on at home — is looking to build its brand with an Oscars-related marketing push.

The centerpiece of the campaign is a TV commercial tied to the awards show that for the first time goes beyond introducing and explaining the service to users, but seeks to establish an emotional connection with Stitch Fix as a brand.

Stitch Fix’s campaign quietly kicked off on Feb. 11 with pop-up events in Los Angeles and New York that put regular people in a red carpet environment and helped build imagery to use in the broader marketing push.

The focus on red carpet is the celebrities and how they look once they’re done up by their stylists — an experience Stitch Fix sees itself providing to the masses.

“We actually bring the red carpet to everyone,” said Deirdre Findlay, who joined the styling service as chief marketing officer in June.

“There’s no occasion that’s too big or too small for what we can do,” she said. “We truly can be for everyone. That’s the beauty of taking what we get from the algorithms and marrying that with the stylists.”

Stitch Fix provides an interesting marketing challenge, or opportunity, since it is an outlet that does not push its own particular sense of style, but a service that can meet the needs of everyone from the punk rock girl to the soccer mom.

“I want people to come away with how we make you feel,” Findlay said. “Everybody deserves to feel special.”

The TV commercial focuses on different occasions people get dressed for — from a young girl playing in the backyard, to a guy going on a first date — and notes, “At Stitch Fix, we don’t just see your size or your style. We see you, because we think you deserve to be in the spotlight.”

Call it lifestyle marketing for the age of personalization and Findlay said it will deepen connections with its users, who each find something different from the service.

Findlay, for instance, said with her third “fix” through the service, which delivers a box of items to try on, she was sent a black motorcycle jacket — something she had thought would be out of character. But she ended up loving the jacket and, in a sense, is now trying to communicate that feeling to the broader world.

“How do we make people realize and feel that we’re on this journey with them, regardless of who they are?” she said of the marketing challenge. “It ties back to this personalizing root.

“I want to truly get to the essence of our superpower and make people realize it is for them regardless of what their profile is,” she said.

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