With Fitz, Yes, Your Dream Closet Can Be a Reality

Monday, June 26, 2017
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Summer marks the season synonymous with rooftop soirees, beach outings and vacation. While it’s easy to add all the exciting plans to your calendar, it may be a challenge (as to many of us) to decide what to wear. That’s where in-home fashion service start-up, Fitz, comes in. 

Created by co-founder of Gilt and GlamSquad Alexandra Wilkis Wilson and serial entrepreneur J. Michael Cline, who founded 13 companies, Fitz aims to give your closet a makeover by organizing and editing your wardrobe. “We met about a year ago and started talking about creating a new business venture that is ultimately about encouraging clients to feel more confident and dress with ease. One conversation led to another and we put together a team last fall to start beta testing the idea. In January, we launched the website, where clients can book appointments,” said Wilkis Wilson, a Harvard Business School alum who began her career in investment banking at Merrill Lynch. The name Fitz is a play on words, referring to the fit of clothing as well as fitting clients’ belongings in their closet space.

How does the process work? Before your initial appointment, you’ll be asked to send in photos of your closet and fill out a short questionnaire about your personal style. Two trained stylists will then come to your home and go through each item you own to help decide which pieces to keep, sell or donate. The appointment lasts three hours and costs $400. “We’ve worked on so many closets since our launch and found that every client has different levels of attachment to their belongings,” said Wilkis Wilson. “Some do not want to part ways with anything they own, even if it’s 20 years old, and others just want to turn over a new leaf to start fresh. We understand those nuances.” 

Fitz works with more than 400 retail partners to recommend organization supplies, consignment, cleaning, tailoring as well as shoe and handbag repairs. Currently, the service is available in New York City, and for a travel fee, stylists can cater to clients in Long Island, Westchester, Connecticut and New Jersey. 

Alexandra Wilkis Wilson

In April, Fitz tapped Brooke Jaffe, formerly of Bloomingdale’s, as its senior vice president and fashion director. In her role, Jaffe looks for trends and new merchandise for the company, creates content for its website and oversees the team of stylists.

Some tips recommended by Fitz stylists include only using skinny hangers, folding clothes vertically in shelves and sticking LED lights in closets. “Now that it’s summer, ideally all of your warm weather clothes should be accessible and your fall and winter clothes should be stored,” said Wilkis Wilson. “We suggest using shelving all the way up to the ceiling. Space is really a challenge, especially in the city, and we help manage through that.”

A few days after the appointment, your stylist will send over a personalized list of suggested clothing and storage essentials, along with links for where to purchase them. In addition to closet organization, Fitz also offers appointments for travel packing and event styling. So, who’s ready for a wardrobe change?


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