When I first met an American tech company in a suit and high-heeled shoes, I felt like I was inadvertently wearing flashy clothes. A cozy fleece and a comfortable trainer are the default uniforms in Northern California. Next time I wore jeans.
But just because San Franceskan doesn’t dress up doesn’t mean that the tech industry isn’t interested in fashion. Mark Zuckerberg’s gray Brunello Cucinelli T-shirt and cashmere sweater worn by venture capitalists, albeit Normcore, are a unique fashion choice. San Francisco creates its own global fashion brand with Allbirds wool trainers.
But what the industry isn’t doing is somehow overturning the fashion sector itself. E-commerce put rocket boosters Under fast fashion For sale, FinTech enabled quick online payments and social media provided targeted advertising. But the business of choosing and designing clothes is almost always out of the control of the tech industry.
I don’t want to try this.Virtual reality eyeglass maker Magic Leap has promised to revolutionize the way clothes are tried on. Collapse Under the weight of its own hype. Google, in collaboration with e-commerce company Zalando, tried an artificial intelligence-driven design through Project Muze, but the results weren’t exciting.According to the tech blog, the design it came up with was “Sammy” Endgadget.. Selling personalized AI-powered fashion is still largely fancy.
The company that embodies the difficulty of applying data-driven decision making to subjective human preferences is StitchFix, an algorithm-based mail-order clothing company. Founded 10 years ago in the San Francisco shopping district, it was created when delivery boxes were all the rage. Vegetables, juices, socks and razors were all for sale in subscription e-commerce.
Stitch Fix stands out because it focuses on data. In 2012, former Netflix data scientist Eric Colson was appointed Chief Algorithm Officer, and he was probably the first person to have such a title. The company has been armed with buzzwords such as network effects and proprietary algorithms. It promised to bring science to the art of fashion.
The fear that Amazon might overwhelm the business model meant a volatile start in stock prices. But to the benefit of Stitch Fix, Amazon has consistently struggled to sell fashion. Think about the AI-powered camera, the Echo Look. This was supposed to provide style recommendations, but was repeatedly criticized for being misdressed.Even newer StyleSnap search toolAllows users to upload photos and suggest similar clothes. High tech press.. The volume of choice can make your site feel like a messy sale.
Amazon’s failure combined with the online shopping boom of the pandemic era very good For stitch correction. More users are visiting this site because they are reluctant to go to the store and are keen to find comfortable clothes in a trapped state. In the three months to May, sales increased 44% year-on-year. This is trying to allow users to buy items directly.
As it grows, Stitch Fix seems as enthusiastic about emphasizing the human element of the business as much as the magic of the algorithm. In August, Elizabeth Spalding was appointed as the new Chief Executive Officer. declaration The stylist “plays a very active role in training machine learning models with the data science team.” Note that the 2017 list document mentions the word algorithm. 76 times.. It was mentioned only once in a phone call with investors this summer. The number of human stylists is keeping pace with user growth, doubling since 2017.
The problem with collecting multiple data points is knowing what to do with them. At the deepest blockage, I ordered a stitch correction box and filled out a long online style quiz about the stores and styles I like. Paying a $ 20 styling fee, storing your favorite clothes, and returning the rest seemed like an efficient way to shop. But what arrived was an unfortunately strange assortment of clothes, mostly from brands I had never heard of. I wanted Kate Moss in the office. I got a minor royal at a garden party.
The taste is abstract and difficult to identify, regardless of the amount of data. The visible image of a floral shirt is not the same as the shirt you are drawing. It also does not match the initial results displayed by Amazon, Google, or StitchFix.
According to Stitch Fix, the more you order, the better your experience will be as both the stylist and the algorithm will know you better. Who knows, perhaps the second or third box is much more suitable. Again, there may be some things that the algorithm can’t do.
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