Amazon introducing personalized shopping services for men’s fashion. The service, now available to Prime members, is an extension of the existing one Personal Shopper by Prime Wardrobe, a $ 4.99 per month rival to Stitch Fix, was originally aimed at women. With Personal Shopper by Prime Wardrobe, an Amazon stylist selects a variety of fashion items to suit customers’ styles and preferences. These are then sent to customers each month for an at-home trial. Anything the customer doesn’t want to keep can be returned using the resealable package and the prepaid shipping label provided.
At launch, the new men’s personal shopping service will include brands such as Scotch & Soda, Original Penguin, Adidas, Lacoste, Carhartt, Levi’s, Amazon Essentials, Goodthreads and more – a mix of in-house Amazon brands and others. In total, Amazon says Personal Shopper by Prime Wardrobe will offer hundreds of thousands of men’s styles in more than a thousand different brands.
The service itself is in many ways similar to Stitch Fix, in that it also starts customers off with style quizzes to personalize their monthly fashion choices. Also like competitive fashion subscription services, customers can contact their stylist with specific requests – like if they need professional attire for a job interview, for example, or any other event where they might want something beyond their usual interest.
But unlike Stitch Fix, which charges a $ 20 “stylist fee” which is then credited to whatever item you choose to keep, Amazon’s personal shopping service is a fixed $ 4.99 per month. Another difference is that the Personal Shopper service will notify you prior to your delivery to review their selection. You then select up to eight items you wish to receive, instead of waiting for the surprise to open your box.
Prior to today, Amazon had offered men’s fashion a try-before-you-buy selection of Prime Wardrobe products. But the service only allows Amazon Prime members to request certain fashion items to try at home, instead of paying for it up front and then returning what didn’t work. Until recently, Prime Wardrobe’s biggest drawback was that many of the fashion items found on Amazon didn’t qualify to be tried at home, especially many of the best-selling brands.
However, Amazon claims to not include Prime Wardrobe under its own brand only. The company says less than 1% of the total brand selection in Primary Wardrobes belongs to Amazon. (Of course, that percentage may be higher in the boxes customers receive from their personal shopper.)
Amazon also says millions of customers have used the home trial option provided by Prime Wardrobe and “hundreds of thousands” of customers have created fashion profiles in Personal Shopper by Prime Wardrobe since its launch in 2019.
However, currently only “tens of thousands” of customers use the Personal Shopper service every month.
That means Prime Wardrobe is currently not a real threat to Stitch Fix, if it makes comparisons based solely on the number of paying customers.
StitchFix will have to take longer to refine its model and refine its insights, allowing it to grow its active client base to 3.5 million. That figure is up 9% from year to year, on the company’s latest revenue reported earlier this month. Recently, Stitch Fix has benefited from a pandemic – after successfully completing an initial stalled order – as customers seek to change their style from business wear to active wear.
Men’s active wear is in high demand, which is probably a trend Amazon is also seeing before the launch of its new service.
While the at-home trial via Prime Wardrobe is currently available in the US, UK, Germany, Austria and Japan, the Personal Shopper by Prime Wardrobe subscription is currently only available in the US. It’s also only available on mobile devices.
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