Can you grow by focusing on better customers not just more customers?
We are going to find out by watching StitchFix (SFIX).
The crux of their strategy is that not all customers are equal. They are focusing on improving the customer experience in order to create more ‘good’ customers and then generate more profit from those good customers. And the company is shifting customer acquisition goals towards engagement heavy new customers.
This is the right strategy. Brands are built on strong repeat dynamics. My definition of brand is the predisposition of a group of people to buy (see this post and this one) You have to get customers to buy from you again, quickly and long into the future. Apparel makes this especially hard. Rapidly shifting trends and consumer tastes and incredible competition combine with rapid and constant product development to create high and ever changing SKU counts which drive heavy inventory needs and exceptional logistics discipline. Margins and cash flow generation are challenging.
But StitchFix has some unique tools to solve these issues. The stylist benefit and subscription element are highly differentiating and provide stickier revenue when it works. But it’s not for everyone. So I really like their newfound focus on acquiring and building these ‘good’ customers for their brand. And I hope they win so they provide a playbook for other brand leaders to grow through quality, not just quantity of customers.
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Additional Reading:
Oct 22, 2025 WSJ article
Jennifer Williams Stitch Fix’s Growth Plan: More Quality Customers, Not Just More Shoppers
Q4 2025 investor presentation:
investors.stitchfix.com
FY 2025 10-K
https://investors.stitchfix.com/static-files/c44a2f81-00c1-448b-be8b-3af81539c22c