This deal is somewhat incongruous, as it has a fast-fashion retailer investing in an upscale, personal styling service.
DailyLook not only offers more premium brands compared to rival apparel box service Stitch Fix, but also charges more for its services — a $40 styling fee compared to Stitch Fix’s $20, notes Jim Fosina, founder & CEO of Fosina Marketing Group. While Forever 21 is known for its low-priced clothing and on-trend merchandise, the move does fit with its focus on a younger consumer, he said. Plus, DailyLook’s online operations will enable Forever 21, which runs some 600 stores but little e-commerce, key data about sales, he said.
