How Stitch Fix is using AI and customer feedback to build its private brands

Stitch Fix is going narrow and deep with its private brands, a strategy it says is contributing to revenue growth.

In its fiscal year 2025, Stitch Fix had 16 private-label brands. It has since consolidated the portfolio to 10 brands, but has expanded within those brands into categories such as bags, footwear and jewelry. This way, it can better meet customers’ needs, foster brand loyalty and help people build more complete closets, said Amy Sullivan, who oversees private brands for Stitch Fix as vp of merchandising.

“You can build a brand a few ways,” she told Modern Retail. “One is saying, ‘This is our workwear brand.’ ‘This is our everyday brand.’ What we realized was that’s not how clients operate. We wanted to build our brands [to fit] the actual lifestyle needs of what our clients are experiencing.”

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