Maddy Eldredge- Stitch Fix Portfolio (2)

MADDY ELDREDGE | SOCIAL COORDINATOR INTERNSHIP 2016 1 Montgomery, San Francisco | Supervisor: Lily Felder

Proprietary and confidential

Who is… ?

Stitch Fix is the first fashion retailer to blend expert styling, data analytics and unique product to deliver a personalized shopping experience to your door.


…


The Story | The company’s CEO, Katrina Lake started Stitch Fix as an MBA student at Harvard. The startup first operated from her apartment in Cambridge and was called “Rack Habit” until she changed the name to “Stitch Fix” in 2011, when the company was officially founded.

The Mission | Stitch Fix still operates on the principles on which Katrina founded it – to help busy women look and feel their best by making it easy for them to explore and discover their personal style.


The People | Stitch Fix is growing rapidly —

from 10 to 1,500 employees in five years. There

are 6 major divisions within the company: Men’s

Line Management, Women’s Line Management,

Operations, Finance, Algorithms, & HR.

The Clients | Stitch Fix serves women of all ages but is most popular with mothers and women ages 30-60 working in education and healthcare. Stitch Fix is broadening its inventory to appeal to a wider variety of clients and is launching a men’s line in early Sept.


THE INTERNSHIP

Personal Goals | My hope this summer was to learn how to shift marketing strategy in an innovative way based on consumer behavior. I also wanted to learn about the company culture and form meaningful relationships with new employees weekly.

The Job | I helped develop the social media strategy by: researching effective live video strategies, determining the best practices for addressing political & social issues, and working on a new shift in image direction.


THE JOB | LIVE VIDEO ANALYSIS


What? | Recommendations for Stitch Fix live video based on a competitive analysis of companies who utilize platforms such as Facebook Live and Snapchat effectively in their social strategies.

Why? | Live video is an opportunity to engage with the client in an authentic way, create organic content, show faces behind the brand and increase brand loyalty.


STRATEGIES WE LOVED

Why? | Benefit creates engaging content that encourages the viewers to send in questions and interact with the employees. The content is cohesive on all social platforms and is prevalent on both Snapchat and Facebook Live. Content: Make-up tutorials and Q&A.

Why? | Warby Parker showcases company culture and shows faces behind the brand to make themselves more relatable. They give fun facts about employees via Snapchat and use handwritten copy. Content: Behind the scenes in the office and fun company events.

Why? | WhoWhatWear’s content is the most similar to Stitch Fix content. We loved their idea of doing a franchise series every week highlighting “style tips” on Snapchat. Stitch Fix has since implemented “Style Tip Tuesday” in their own Instagram strategy. Content: Style tips and behind the scenes at fashion shows.


STITCH FIX LIVE VIDEO

The Plan | We’ve learned that franchise series for live video is most effective. Clients know when to tune in and what content to expect. For Stitch Fix, these will most likely include: Employee unboxings, “Outfit of the Day” around the office and Stylist Tips. This content will allow Stitch Fix to build the brand by showcasing company culture and product at the same time.


38K Views

22K Views

THE FIRST POST! Via Instagram Stories


THE JOB | SOCIAL STANCE


What? | Build a strategy around how Stitch Fix reacts to and engages with key social events based on what aligns with the brand.

Why? | To demonstrate a human side of Stitch Fix that we believe is missing from our brand.


APPROACHES WE LIKED

Copy | #thoughtswithorlandoWho? | Real Simple

Why We Liked Them | A subtle approach with no political stance or product promotion, allows these brands to show support in a respectful and appropriate way.

Copy | our hearts are with you / parisWho? | Madewell


APPROACHES PREPARE FOR...

Post specifically addressing the event.

Subtle nod showing support.

Simplicity is key.

No additional posting on that day.

Prepare for comments w/ opposing views.

Prepare for customer service tickets.


THE JOB | SHIFTING IMAGE DIRECTION


What?

Social content is our opportunity to show parts of the brand clients don’t get to see on the blog, in email and on the website. The social content should look organic, be shareable, relevant and “in the moment”.

Stitch Fix was seeing comments from clients who are disappointed that they can’t receive the items they post on social. We need to make sure that we are highlighting product that we can stand behind from an inventory perspective.

Creating more organic and engaging content for Stitch Fix’s social channels.

Why?


● Push social content to meet business needs and shift with constantly changing industry demands.

● Thinking about social as its own channel with content that is organic, shareable, relevant and “in-the-moment.”

● Partner closely with photo and styling to generate social-specific content to fill in the gaps each month.

● Create our own on-the-fly social content (think quick shoots, low production, iPhone shots.)

● Partner more closely with merchandise and styling to feature product and trends we can support with our current inventory. This means shooting closer to post date and not planning all social content weeks out.

● Partner with bloggers and influencers to create content together.

● Utilize user generated content by re-posting client photos.

HOW


WHAT WE’VE IMPLEMENTED

● Themed Weeks on Instagram IE: Denim Week

● Photo’s of employees● Creative lifestyle/product

shots

● Use of user generated content (UCG)● This email was a promotion for

Stitch Fix’s summer contest and used only images of real clients.

● 50% of all email clicks went to the UCG images


PERSONAL REFLECTION


Weaknesses

One area that was difficult for me was my creativity in terms of writing. This had to do with the quantity of copy I was helping to write as well as my understanding of the Stitch Fix voice and tone. It was difficult for me to understand the tone within the first couple of weeks. With the help my supervisor, I think I improved my creativity and tone toward the end of the internship. This skill took more time and effort to develop than any other and I still think it could be greatly improved.

Strengths

My biggest project was the live video competitive analysis. I had to manage my time and make sure my information was organized and clear to present to the team, which I think I did effectively. My supervisor also complimented me on my willingness to participate in meetings. I enjoyed participating in the team discussion and decisions. I think that this will be something that will serve me well in the future.


New Skills

This summer I learned that flexibility, creativity, innovation and brand awareness are essential to working in social media marketing. I learned I must be flexible and quick when handling social and political events in order to stay relevant and a part of the conversation as a brand. Creativity and innovation are necessary to keep people interested in the content you are creating and in the brand. Understanding the brand voice is essential because social media is on the front line for customer engagement and is often the only platform where the brand is able to directly and publicly interact with the clients. These skills will be helpful in any social media management that I may do in the future.


New Skills

This summer I learned that flexibility, creativity, innovation and brand awareness are essential to working in social media marketing. I learned I must be flexible and quick when handling social and political events in order to stay relevant and a part of the conversation as a brand. Creativity and innovation are necessary to keep people interested in the content you are creating and in the brand. Understanding the brand voice is essential because social media is on the front line for customer engagement and is often the only platform where the brand is able to directly interact with the clients. These skills will be helpful in any social media management that I may do in the future.

How Stitch Fix Shaped My Interests

Stitch Fix made me realize what kind of company culture I want in my career. I loved my work this summer but my biggest joy was the people. Going forward, I will look for company cultures similar to Stitch Fix. Stitch Fix has a very collaborative environment, where all ideas (even from an intern) are welcome. This experience allowed me to learn how to collaborate with team members and to feel comfortable voicing risky opinions. I remember learning how important this was in Organizational Behavior, but I was able to experience the value collaboration has first hand during my internship. I learned the difference a great company culture can make.


This summer I learned that flexibility, creativity, innovation and brand awareness are essential to working in social media marketing. I learned I must be flexible and quick when handling social and political events in order to stay relevant and a part of the conversation as a brand. Creativity and innovation are necessary to keep people interested in the content you are creating and in the brand. Understanding the brand voice is essential because social media is on the front line for customer engagement and is often the only platform where the brand is able to directly interact with the clients. These skills will be helpful in any social media management that I may do in the future.

How Stitch Fix Shaped My Interests

Stitch Fix made me realize what kind of company culture I want in my career. Stitch Fix has a very welcoming environment, where all ideas (even from an intern) are welcome. It allowed me to learn how to collaborate with team members and to take risks. I remember learning how important this was in Organizational Behavior, but I was able to experience the value collaboration has first hand during my internship. I loved the work and found it extremely interesting but the biggest joy was the people and learning the difference a great company culture can make. I also noticed that everyone bought into the mission of the brand and wanted to celebrate all types of women and make them feel beautiful. I hope to find a workplace similar to Stitch Fix and where I believe in the mission statement as much as I believe in the mission of Stitch Fix.

Goals VS Experience

Personal Goals | My hope this summer was to learn how to shift marketing strategy in an innovative way based on consumer behavior. I also wanted to learn about the company culture and form meaningful relationships with new employees weekly.

Experience | My experience this summer allowed me to meet all of my goals. I was able to learn how to shift marketing strategy, but also learned skills that I never thought would be important to marketing in social media. I am still in touch with my team and was able to form meaningful relationships with all of them. One regret I have is failing to spend time with people in other divisions but I am very happy with the relationships I was able to form in the short time I was there.

Thank You!

Documents

Maddy Eldredge- Stitch Fix Portfolio (2)