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Stitch Fix: It Never Had ‘Serious’ Talks With Amazon

E-commerce giant Amazon and new-era, giant-in-the-making Stitch Fix have never held meaningful conversations about joining forces, the latter’s chief executive officer confirmed Thursday at Code Conference in Rancho Palos Verde, Calif. But she didn’t rule it out for the future. In broaching the topic, Recode commerce editor Jason Del Rey drew parallels between the companies — including their pursuit of fit technology and their blend of machines and human stylists — before asking Stitch Fix founder and ceo Katrina Lake point-blank, “Have you ever had any discussion with Amazon?” It was natural to wonder. First of all, fit is crucial to Stitch Fix’s premise. As Lake put it, “What we’re trying to do is take the core of shopping that used to be available to a very high-end customer — somebody who knows you really well, somebody who can make selections on your behalf, and have you try things on and make that accessible….[And] what people really want is jeans that fit, or a shirt that looks good or a dress to wear to a wedding.” For Amazon, its drive to solve the remote fitting challenge has quickly become legendary. Not only did the giant buy 3-D body modeling company Body Labs late last year, but last

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