stitch fix katrina lake code

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 quarter, it made a push to procure more fitting data, presumably to power its intelligence approach.

Artificial intelligence, another shared passion, is also half of the human-machine combination both companies favor. Del Rey described an encounter with Jeff Bezos, in which the Amazon founder and ceo said, “the real key in discovery is about matching technology with human stylists.

“That’s your model,” the Recode editor said, then asked if the two parties had discussed joining forces.

“We were very committed to the path of being independent and taking the company public,” Lake said. When Del Rey pressed again, she offered, “We haven’t had any serious discussions about combining the companies.”

The Stitch Fix ceo also admitted that, when she took the company public in November 2017, she was “absolutely disappointed” with the initial public offering’s price, admitting that she let expectations climb too high.

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