Reveals the pandemic’s impact on developing wardrobes when people conduct a closet clearance
– Two-thirds of Americans – and nearly 80% of millennials – say they intend to replace about a third of their wardrobe¹
– Almost a third of people would rather accept a 10% pay cut than dress for work every day, ¹ contributes to the rise of the new categories of business comfort and versatile athleisure
– Bold colors and patterns on the rise: Stitch Fix predicts Vibrant Magenta as the color of the year, with mint, mustard and purple also popular with women, while men turn to dusty lavender, dark green and coral. Color blocks, squares, and graphics are some of the most popular patterns
– Jeans are back – which is reflected in an increase in customer inquiries and sales from Stitch Fix. People are turning to more casual fits, with wide-legged sales up 70% year-over-year, while trends to “slim” are declining
– People are excited to get dressed up. 44% plan to replace their go-out clothing – 61% of Generation Z1 – as demand for special occasion clothing and high heels increases at Stitch Fix
– The vast majority (81%) of people would like a better way to find clothes that fit them and their lifestyle¹, suggesting that they need a more personalized shopping experience when they remodel their closets
SAN FRANCISCO, Dec 15, 2021 / PRNewswire / – Stitch Fix (NASDAQ: SFIX), the world’s leading personalized online shopping experience, today released its first Style Forecast highlighting key trends for 2022, including Business Comfort as the new workwear category, Growth in versatile athleisure styles, bold colors and patterns and the resurgence of categories such as jeans, heels and dresses. The report also highlights the frustrations people experience with traditional online shopping, such as:
The comprehensive Style Forecast integrates Stitch Fix sales and purchasing insights from 4.2 million customers and thousands of Stitch Fix stylists, combined with consumer surveys and industry data to give solid insight into real life trends – not just on the fashion catwalks . Stitch Fix has billions of style data points, gathered by advanced algorithms and data science teams, from detailed style feedback that customers choose to leave, providing a continuous impetus on what people buy how often and why would.
The story goes on
“From the very beginning, Stitch Fix has brought together advanced data science and a human touch to transform the way people find the clothes that help them look and feel good. From this data, we also gain insight into broader style trends in the marketplace and what motivates those trends – which has been particularly important in the past two years in order to steer changing consumer preferences at an uncertain time, “said Elizabeth Spaulding, CEO, Stichfix. “We hope the Style Forecast offers a fashion perspective beyond the runway trends to help people and our brand partners better understand what’s trending in everyday life as we head into the New Year and adopt a ‘new normal’ together. “
Below are notable results from the Stitch Fix Style Forecast 2022. To read the full report, visit StitchFix.com/StyleForecast.
The COVID closet clearance:
Two-thirds of consumers (67%) plan to replace a third of their wardrobe, 33% plan to replace at least half – and nearly 4 in 5 millennials (79%) are likely to refresh their wardrobe
Style preferences have changed: 58% of Stitch Fix Women’s customers and 53% of men said their looks changed during the pandemic and they expect those changes to continue in the near future.
Unexpected style influencers:
Amanda Gorman is the most unexpected style icon of 2021, as Stitch Fix customer requests for headbands have increased 600% year on year after putting on a statement headband at the inauguration – during Harry Styles is the most stylish celebrity of the year as inquiries mentioning the fashion icon rose 160% from 2020 after its “Love on Tour” shows launched.
Meanwhile, Stitch Fix customers are also turning to TikTok influencers for style advice: customer inquiry notes with “TikTok” are up 75% year over year, with some of the hottest looks including Y2K, Cottagecore and Dark Academia.
The color of the year is Vibrant Magenta:
Runner-up is purple, mint, and mustard for women – and dusty lavender, dark green, and coral for men.
More than a third (36%) of consumers say they will look forward to bright, saturated colors in 2022. Patterns – like color blocks, squares, and graphics – are also on the rise, with 25% of consumers planning to wear them more often. 1
Business comfort (not casual) is the future of workwear:
Almost a third (31%) of consumers say they would rather accept a 10% cut in their wages than dressing up for work every day.1 Almost 4 in 5 Americans (77%) have at least some business attire sworn off forever, 1 Almost half (45%) of the people wanted to do without business suits and a third (31%) wanted to do without suit pants. Over half (51%) of boomers say they will never wear a business suit again.
A new category that Stitch Fix called “Business Comfort” has emerged, proving that you can have style and comfort that are more sophisticated than the earlier “Casual” classification. This can be seen in oversized stretch blazers, elastic trousers, sweater dresses and new “Knoven” tops (knitwear + woven material).
Denim & dresses return to the daily wardrobe:
Jeans sales at Stitch Fix were up 30% year over year, and women’s wide leg sales were up 70%, while the skinny jeans growth rate declined over the same period after “toasting” on TikTok and a fashion trend over the winter “were heading towards style and comfort.
Everyday dresses are thriving too, and Stitch Fix has increased inventory by 40% year-over-year to meet demand. Top styles include maxi dresses, which have seen sales grow 60% year over year; Dresses made from natural fabrics such as linen, poplin, and gauze; and bright, upbeat colors and prints.
All-purpose athleisure & performance-oriented active:
Athleisure remains the fastest growing category of Stitch Fix, while performance-based active sales also rise (women 300% +, men 100% + YoY) as people discover new sports like tennis, golf, and hiking. Trendy styles in this category are skorts and skirts, bike shorts, hiking shorts and performance polos.
Increasingly on the move:
While workwear is all about comfort, more than half (55%) of consumers said they like getting dressed for going out, with 44% actively planning to replace their dressing gowns – 61% of Generation Z. 1
To support this, Stitch Fix’s sales in the special occasion category rose 50% year over year, suggesting that people are actually going out again. And fancy shoes grow faster – both boot and high heel sales rose about 70% year over year, while high boot sales rose 150% over the same period.
Offer a more personalized shopping experience
The vast majority (81%) of consumers say they want a better way to find clothes that fit them and their lifestyle. While eager to refresh their wardrobes, they still have huge frustrations with the typical online shopping experience – such as not knowing the fit before buying and scrolling for hours to find what they are looking for want. In the meantime, customer inquiries for sustainable and organic materials have increased by 22% since 2020, which indicates that consumers are placing increasing emphasis on social and ecological values when shopping. The Style Forecast looks at the ability for retailers to offer the things that are most important to people in a shopping experience right now, such as:
The Stitch Fix Style Forecast leverages data collected from Stitch Fix’s 4.2 million customers and thousands of seasoned stylists and its merchandising team who review performance and feedback dashboards on a daily basis. Some of these metrics include: sales data; “Like / Love” value, a measure of customer feedback on certain points; “Success Rate” of the number of times an item is held in a fix (the curated selection of items that are delivered to customers); Customer profile data points; and Fix Request Notes, the note clients leave their stylist to indicate what they would like to receive in their next fix. Unless otherwise stated, all statistics on Stitch Fix sales and “Fix” inquiries refer to the calendar year 2021 to date, as of today November 30, 2021. Comparisons to the previous year relate to the 2020 calendar year from January 1, 2020 to November 30, 2020. Also cited is a survey of 1,000 nationally representative consumers aged 18 and over that was carried out by Wakefield Research for Stitch Fix, a survey of 2,000 nationally representative buyers aged 18 and over by OnePoll, market data from Coresight Research, industry trend sources such as WGSN and Trendalytics. All data is sourced from internal Stitch Fix resources unless otherwise noted. All sales data included refer to Stitch Fix sales unless otherwise stated.
About Stitch Fix
Stitch Fix is the world’s leading personalized online shopping experience. Our unique business model combines the human touch of seasoned stylists with the precision of advanced data science. Since our inception in 2011, we’ve served millions of people as a trusted style partner, helping adults and children dress like their best selves every day. The Stitch Fix team is building a transformative and inclusive e-commerce model, an ecosystem of shopping experiences based on convenience and guided discovery that makes it radically easy and enjoyable for customers to discover and buy what they love. For more, visit https://www.stitchfix.com.
1 survey of 1,000 nationally representative US adults by Wakefield Research for Stitch Fix
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