For $4.99 a month, members receive shipments of clothing that are curated based on their style and fit preferences. Personal Shopper was first launched for women's clothing in July 2019. According to an Amazon spokesperson, "hundreds of thousands" of people have since set up profiles for Personal Shopper. for many wondering whether it would spell doom for Stitch Fix, the publicly traded personal styling tech company.
But analysts say that Amazon's growth into this category won't hurt Stitch Fix too much — not any more than Amazon's usual innovations do, at least. Yruma said that Amazon has done well in basics — underwear and socks, for example — and continues to make inroads in luxury fashion. This summer, for example, Amazon teamed up with Vogue and the Council of Fashion Designers of AmericaBut Yruma added that while Amazon's platform is built to understand a customer's past purchases, it's not as well suited as a traditional apparel retailer to making predictions about what trends will be on the rise in the future.
Simeon Siegel, managing director at BMO Capital Markets, noted that selling apparel purely online comes down to an "understanding that fashion needs to be sold differently than consumer electronics."
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