Fetchr

What do they actually do

Fetchr runs an iOS personal‑shopping app that combines an AI front end with human stylists to pick clothing for each customer. You describe what you want in text or with an inspiration image, do a quick taste‑onboarding, and a human stylist curates items that match your size and preferences. The company positions this as an “AI assistant that shops online for you, starting with clothes.” homepage, blog, App Store

The flow today is: share a request, teach the app your style with short interactions, Fetchr’s human stylists review and select items (“every request lands on a human stylist’s desk”), and you try pieces at home—keep what you like, return the rest. The site advertises a $20/month membership that includes free shipping and returns; the app is live on iPhone and the company is still early‑stage, with waitlist/beta messaging and a small team listed on YC. homepage, App Store, YC

Who are their target customer(s)

• Time‑pressed professionals who don’t enjoy browsing: They lack time to sift through large catalogs and want curated picks delivered for quick at‑home decisions. homepage
• Indecisive shoppers who struggle to articulate their taste: They get overwhelmed by options and need the service to turn a few preferences or an inspiration image into coherent outfits. App Store
• People burned by fit and return hassles: They want fewer misses and simple returns, so they value reliable curation plus free shipping/returns. homepage
• Style‑curious customers who want discovery but lack confidence: They want new looks suggested by someone who understands size and aesthetic without risky guessing. blog
• Subscription/convenience seekers who prefer a hands‑off wardrobe: They want regular, low‑effort refreshes chosen for them instead of doing their own shopping. homepage

How would they acquire their first 10, 50, and 100 customers

• First 10: Founder‑led concierge outreach to 10 people in their network who match the target profiles; offer a free curated box for a 30–60 minute feedback session and use photos/quotes as social proof.
• First 50: Run a closed invite phase driven by referrals and 5–10 local nano‑influencers; give each early user a one‑time referral credit and test 3–4 message/creative variants to refine onboarding copy.
• First 100: Expand with small paid tests on Instagram/TikTok using real try‑on clips and testimonials; optimize App Store listing and seed the first 20 honest reviews. Add 1–2 partnerships (e.g., coworking, employer benefits, or a local boutique) to distribute promo codes.

What is the rough total addressable market

Top-down context:

Near‑term, the practical TAM aligns with U.S. online apparel, about $108.19B in 2023, since Fetchr sources from online retailers and ships to consumers. Digital Commerce 360

Bottom-up calculation:

As a bottom‑up view, combine potential subscription revenue (users × $20/month) with a take‑rate on purchases driven through the app; for example, 2–3 million users would yield $480M–$720M/year in subscription revenue, with additional revenue from a 5–10% take on driven GMV. These figures scale within the broader U.S. apparel market (~$350–360B) and could expand if Fetchr moves beyond clothing. Statista

Assumptions:

• Initial focus is U.S. consumers who shop apparel online.
• Membership remains $20/month and is the primary recurring revenue stream, with added affiliate/merchant margins or take‑rate on purchases.
• Adoption in the low single‑digit millions is achievable over time with product‑market fit.

Who are some of their notable competitors

• Stitch Fix: Large U.S. personal‑styling service with try‑at‑home boxes and returns; closest mainstream analog for curated apparel shopping.
• Wantable: Curated “Edits” shipped to try at home across style, active, and other categories; similar subscription and returns workflow.
• Dailylook: Personal styling boxes with curated outfits and at‑home try‑on; long‑running player in curated apparel.
• Amazon Prime Try Before You Buy: Try‑before‑you‑buy program that mirrors the at‑home try‑on and easy returns experience, competing on convenience and selection.
• Nordstrom Personal Stylists: Free styling appointments and remote guidance from a major retailer; alternative path to curated picks without subscription.