Stitch Fix’s CEO on Selling Personal Style to the Mass Market

by Katrina Lake

AT STITCH FIX OUR BUSINESS MODEL IS SIMPLE: We send you clothing and accessories we think you’ll like; you keep the items you want and send the others back. We leverage data science to deliver personalization at scale, transcending traditional brick-and-mortar and e-commerce retail experiences. Customers enjoy having an expert stylist do the shopping for them and appreciate the convenience and simplicity of the service.

Of course, making something seem simple and convenient to consumers while working profitably and at scale is complex. It’s even more complex in the fashion retail industry, which is crowded, fickle, and rapidly changing. Other apparel retailers attempt ...

Get 5 Years of Must Reads from HBR: 2021 Edition (5 Books) now with O’Reilly online learning.

O’Reilly members experience live online training, plus books, videos, and digital content from 200+ publishers.