Fashion and algorithms: the “Stich Fix” platform and personalization in fashion

Authors

DOI:

https://doi.org/10.5965/25944630822024e5085

Keywords:

personalized fashion, platformization, digital economy

Abstract

Digital platforms ultimately cross many activities in contemporary society; as a result, these activities are transformed by adopting the operating logic of these platforms. As a cultural, social, and economic manifestation, fashion does not escape this process. This paper aims to analyze the “Stitch Fix” platform from datafication and algorithms, infrastructure, business model, and governance (D’Andréa, 2020). It is concluded that Stitch Fix is part of the network created by the Big Five, with a business model that integrates four main stakeholders (consumers, companies, brands, and stylists) and sells combinations of clothes from boxes and the respective products. Fashion makes it up. The platform’s governance reveals privacy control relationships linked to North American legislation, with data being shared with external platforms. The datafication and algorithms promote a data extraction and recommendation process that culminates in a fashion personalization process based on combining pieces.

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Author Biographies

Ítalo José de Medeiros Dantas, Feevale University

PhD student in Cultural Processes and Manifestations at Feevale University. Master in Design from the Federal University of Campina Grande. Specialization in Communication, Semiotics and Visual Languages ​​from Universidade Braz Cubas. Graduated in Fashion Design from the Federal Institute of Rio Grande do Norte.

Sandra Portella Montardo, Feevale University

PhD in Social Communication from the Pontifical Catholic University of Rio Grande do Sul (Porto Alegre/Brazil). Professor and researcher at Feevale University (Novo Hamburgo/Brazil) in the Postgraduate Program in Cultural Processes and Manifestations and in the Professional Master's Degree in Creative Industry.

Marcelo Curth, Feevale University

Holds a doctorate in Business Administration from the University of Vale do Rio dos Sinos (UNISINOS), a Master's in Business Administration from the Catholic University of Rio Grande do Sul (PUC-RS), a Post-Graduate Degree in Business Administration and Marketing from Gama Filho University, a Post-Graduate in Education from Faculdade (SENAC-RS) and postgraduate in Mentoring Teacher Education (University of Tampere - Finland) and graduation in Sports Sciences from Universidade Luterana do Brasil (ULBRA). He is a professor at the PPG in Cultural Processes and Manifestations at Feevale University, acting as a researcher on the subject of Marketing: Identity and Culture. Professor at undergraduate and graduate levels of disciplines on Strategic Marketing, Relationship Marketing, Consumer Behavior, Management and Entrepreneurship in Health and Sports. Course coordinator at postgraduate level (Lato Sensu) in Sports Management and Exercise Training and Prescription. Coordinator of innovation projects in the area of ​​Health with development agencies. Manager of sports and extension programs and projects. Thematic coordinator of the Sports Marketing and Business Modeling and Entrepreneurship GTTs of the Brazilian Association of Sports Management (ABRAGESP). Acting as partner owner of consulting, advisory and training companies, carrying out consulting on marketing strategies in micro and small companies.

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Published

2024-06-11

How to Cite

DANTAS, Ítalo José de Medeiros; MONTARDO, Sandra Portella; CURTH, Marcelo. Fashion and algorithms: the “Stich Fix” platform and personalization in fashion. Revista de Ensino em Artes, Moda e Design, Florianópolis, v. 8, n. 2, p. 1–27, 2024. DOI: 10.5965/25944630822024e5085. Disponível em: https://periodicos.udesc.br/index.php/ensinarmode/article/view/25085. Acesso em: 17 jul. 2024.

Issue

Vol. 8 No. 2 (2024): Dossiê 15: A circulação transatlântica da moda no século XX: aspectos culturais e simbólicos

Section

Transversal Openings

License

Copyright (c) 2024 Ítalo José de Medeiros Dantas, Sandra Portella Montardo, Marcelo Curth

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