Stitch Fix is expanding its use of artificial intelligence (AI) with a new tool, Stitch Fix Vision, that lets shoppers preview how they might look in curated head-to-toe outfits.
Vision joins other recently launched Stitch Fix AI features as part of a move to merge the retailer’s deep trove of customer data with generative AI. Clients upload two photos through the app, and Vision returns personalized images of outfits. The results are meant to reflect both the client’s own tastes and current fashion trends, the company said.
Stitch Fix ranks No. 76 in the Top 2000 Database. That’s Digital Commerce 360’s ranking of the largest online retailers in North America by their annual ecommerce sales and more. Digital Commerce 360 categorizes Stitch Fix as an Apparel & Accessories retailer. Additionally, Digital Commerce 360 estimates Stitch Fix’s online sales in 2025 will reach $1.15 billion.
How Stitch Fix Vision approaches personalized styling and virtual try-on
Currently in beta, Vision builds on a broader wave of virtual try-on tools used by companies such as Amazon and Google. Stitch Fix, however, says its approach goes further by using generative AI to build full outfits — not just individual pieces — that clients can preview in lifestyle environments, with minimal effort.
In announcing the launch on Oct. 6, Stitch Fix said Vision “curates complete outfits tailored to each client’s unique preferences,” drawing on its proprietary algorithms, stylist expertise and deep data.
Vision draws on “billions of data points on our clients’ fit and style preferences,” CEO Matt Baer added. He noted that Stitch Fix is combining generative AI with its human stylists and brand assortment to deliver “ultra-personalization at scale.”
To get started, clients upload a selfie along with a full-length photo via the Stitch Fix app. From there, they receive an initial set of outfit images, followed by new ones on a weekly basis. The photos appear in the app’s personalized Vision gallery, which serves as a visual wardrobe for inspiration and purchases.
Clients can save or share the images, buy items directly or request pieces be added to their next “Fix.” Fixes are the curated clothing shipments that underlie Stitch Fix’s business model.
The company says Vision also places clients in generative backdrops — such as city streets or beach settings — to show how outfits could look in everyday life.
“We believe shopping for clothes should be easy and fun, and that everyone should feel confident in what they wear,” said Tony Bacos, chief product and technology officer, in the announcement. “Vision delivers on both, providing first-of-its-kind personal style visualization and inspiration.”
He added that Vision represents “an entirely new approach to style discovery, unlike any of the existing ‘virtual try-on’ experiences that require shoppers to do all the work.”
Stitch Fix expands AI and personalization tools
Vision is part of a broader slate of new tools that Stitch Fix rolled out earlier this year.
One is a conversational AI Style Assistant, now live in the iOS app, that offers AI-generated outfit ideas to help clients articulate their preferences.
Another is Stylist Connect, which recently exited beta and is now available to all app users. It enables two-way messaging between clients and stylists. Clients can ask about fit or styling, while stylists can recommend looks, share outfit suggestions and curate upcoming Fixes, Stitch Fix said.
“Client feedback on this feature has been incredibly positive, and we are also seeing higher order values from clients who have been part of the early rollout,” Baer stated on the company’s Q4 earnings call.
The company also introduced Family Accounts, which allow clients to shop for multiple household members under a single profile. The feature was launched in response to client demand, the company said.
New holiday themes and brands
Adding to the mix, Stitch Fix said it’s also rolled out new holiday-themed Fixes. Those include Après-Ski, Holiday Party and Vacation Staples.
It recently expanded its “client-right” brand assortment with names like Favorite Daughter, Alex Mill, Pendleton, Madewell, Kate Spade, and Frye.
These build on more than 50 brands added since the start of fiscal 2025 in August 2024. Those brands included Varley, Rhone Women, Birkenstock, Gola, Abercrombie Kids and GOAT USA, according to Baer.
Earnings snapshot
The new offerings come as Stitch Fix works to re-engage shoppers ahead of the holidays.
For its fiscal fourth quarter ended Aug. 2, Stitch Fix reported net revenue of $311.2 million, down 2.6% year over year. However, after adjusting for an extra week in fiscal Q4 2024, the company said revenue grew 4.4% to $21.6 million on a comparable basis.
Stitch Fix reported 2.309 million active clients for the quarter. That represented a 1.9% sequential decline and a 7.9% drop year over year.
“We finished the year with our second consecutive quarter of year-over-year revenue growth on an adjusted basis, and once again gained share in the U.S. apparel market,” Baer said. “Our positive momentum was driven by the successful execution of our transformation strategy, including the improvements to our client experience and assortment.”
He sees AI helping to execute that strategy.
“Looking ahead, we will continue to fuel growth by harnessing the power of AI, our assortment of leading brands, and the human connection of our Stylists, to deliver the most client-centric and personalized shopping experience,” he added.
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