Right when Cristina Angeli, former vp of brand and creative at Stitch Fix, joined the company in 2015, she asked her team for the documents they used when marketing for spring.

“I remember being told, ‘Oh, we don’t go by seasons,’” Angeli, who joined the then-startup after stints at Adidas, American Eagle and Lane Bryant recalled. She told her team that they should start thinking about how to organize campaigns by season, because shoppers have been trained by mass retailers to shop for certain items during certain seasons — like for jeans in the fall — and “it would behoove [Stitch Fix] to play on this marketing cadence or fashion cadence so we can be top of mind or an option for people looking for jeans.”

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