Marketplace Tech
Marketplace Tech
Oct 20, 2020
Stitch Fix is betting you’ll buy clothes its way
11 min

Fashion has changed since the COVID-19 outbreak began because what we’re wearing has changed a lot. One company that knows exactly how much is Stitch Fix. It learns your style through a mix of online quizzes and algorithms, and hires stylists who choose clothes specifically for you. You get a box of personalized items — one at a time or as a subscription — and you keep what you want and send back the rest. Behind the scenes, the company’s tech predicts what you and people like you might like, so it’s always updating inventory and its in-house brands. But what happens to a clothing company, even a super techie one, in a pandemic? Molly Wood speaks with Katrina Lake, the founder and CEO of Stitch Fix.

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