The document summarizes Maddy Eldredge's 2016 internship at Stitch Fix. It describes Stitch Fix as an online fashion retailer that provides personalized styling services. Maddy helped develop the company's social media strategy by researching live video strategies, addressing political issues, and shifting the brand's image direction. She analyzed competitors' live video approaches and recommended franchising series for Stitch Fix. Maddy also assessed how the company could engage with social events and featured more shareable, organic content that highlighted inventory. She gained skills in flexibility, creativity, and understanding brand voice applicable to future social media management roles.

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

2. 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.

3. Proprietary and confidential
…

4. Proprietary and confidential
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.

5. Proprietary and confidential
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.

6. Proprietary and confidential
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.

7. Proprietary and confidential
THE JOB | LIVE VIDEO ANALYSIS

8. Proprietary and confidential
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.

9. Proprietary and confidential
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.

10. Proprietary and confidential
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.

11. Proprietary and confidential
38K Views
22K Views
THE FIRST POST!
Via Instagram Stories

12. Proprietary and confidential
THE JOB | SOCIAL STANCE

13. Proprietary and confidential
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.

14. Proprietary and confidential
APPROACHES WE LIKED
Copy | #thoughtswithorlando
Who? | 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 / paris
Who? | Madewell

15. Proprietary and confidential
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.

16. Proprietary and confidential
THE JOB | SHIFTING IMAGE DIRECTION

17. Proprietary and confidential
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?

18. Proprietary and confidential
● 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

19. Proprietary and confidential
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

20. Proprietary and confidential
PERSONAL REFLECTION

21. Proprietary and confidential
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.

22. Proprietary and confidential
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.

23. Proprietary and confidential
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.

24. Proprietary and confidential
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.

25. Thank You!