Stitch Fix Competitors Analysis

The rise of personal styling services was a major disruptor in the fashion industry, and one of the most successful companies in this space is Stitch Fix. Founded in 2011, Stitch Fix is a personal styling service that delivers handpicked clothes and accessories to your door. The company combines data and algorithms with human stylists’ expertise to curate a personalized list of items for its customers.

Stitch Fix started being profitable in 2014, and since then, we’ve seen it grow to one of the most successful companies in the space. It went public in 2017 in an initial public offering that saw it raise $120 million. Stitch Fix trades on the NASDAQ under the ticker SFIX, and as of August 13, 2022, it had a market capitalization of $796.139 million

In recent times, Stitch Fix hasn’t been having the best of luck. In 2021, Katrina Kate, the founder, and CEO of Stitch Fix, announced that she was stepping down from her role. Investors were stunned, and shares plummeted by 5%. Despite an increase in revenue over the years, the company’s net income has been volatile. In 2021, the company reported $8.9 million in net losses, an improvement from the $67.1 million net loss it reported in 2020. 

Still, the company is facing immense pressure from old and new competitors. This Stitch Fix competitors analysis will look at some of the biggest names in the space and how they stack up against the company.

Bottom Line Up Front

The Stitch Fix competitive landscape is a mix of well-funded startups and established retailers. Well-funded startups like Wantable and Thread are taking on Stitch Fix with similar offerings. Established retailers like Le Tote and Personal Shopper by Prime Wardrobe look to tap into the same customer base. Stitch Fix’s main advantage over its competitors is its data-driven approach to styling.

List of Stitch Fix Competitors

  1. Wantable 
  2. Le Tote 
  3. Personal Shopper by Prime Wardrobe 
  4. Thread 
  5. DailyLook

Stitch Fix Business Strategy and Revenue Model

Stitch Fix

In a time-pressed world, consumers are turning to personal styling and concierge services that provide a convenient way to shop for clothes. Stitch Fix was one of the first companies to capitalize on this trend and has since become a leading player in the space. The company uses a data-driven approach to personal styling, which helps it to stand out from the competition.

Stitch Fix works with more than 1,000 brands and has a team of over 3,500 stylists. It uses data and algorithms to select the right items for each customer. When selecting items, Stitch Fix also considers customers’ style preferences, body type, and budget. Customers pay a non-refundable $20 styling fee per Fix, which is applied to any items they choose to keep. The company also offers a subscription service that gives customers access to unlimited styling for a fixed monthly fee.

Stitch Fix started as a women-only styling service but has since expanded to include men’s and plus-size clothes. It also offers home decor, kid’s clothes, and beauty products. Its growth strategy revolves around expanding its product offerings and entering new markets. The company is also looking to increase its customer base by partnering with retailers and launching new marketing campaigns.

In 2021 the company made $2.1 billion in revenue, up 22.8% from 2020. The company’s net loss was $8.9 million in 2021, an improvement from its $67.1 million net loss in 2020. The company attributed its revenue growth to momentum in outsized growth in Kids, Women’s Fix, UK, and its continued success in the Freestyle channel.

Stitch Fix Competitors Analysis

Stitch Fix competes in the retail industry and the personal styling services market. The company’s competitors include e-commerce retailers that sell clothes, shoes, and accessories, global, national, and local departmental stores, discount chains, and off-price retailers. Stitch Fix competes on product selection, brand, customer service, pricing, convenience, and quality of service.

Below is a detailed analysis of Stitch Fix’s main competitors:

1. Wantable

WantableWantable is a Milwaukee-based personal styling service founded in 2011. The company offers various styling services for women and men, including a monthly subscription, one-time orders, and special occasion styling. Women can access various styling options, including “style edit” for casual and business clothing or “active edit” for athleisure looks. Men are only eligible for active wear boxes only. 

Like Stitch Fix, Wantable combines a team of stylists with data and algorithms to curate boxes for customers. Customers create a profile that includes their style preferences, sizes, and budget. They can also leave specific notes for their stylist. 

The company offers a flexible pricing model similar to that of Stitch Fix. Customers pay a $20 styling fee per box, which is applied to any items they choose to keep. It doesn’t have a subscription service but does offer discounts for customers who commit to multiple boxes. 

Wantable isn’t a publicly traded company. Therefore, it doesn’t publicly disclose its financials. However, according to CrunchBase, the company has raised $6.5 million in funding from over five rounds. It closed its last round of funding on May 16, 2018, after raising $1.4 million in a Series D round. The company views itself as a “lifestyle company” and not just a retailer.

Competing with Stitch Fix means the company has to focus on its strong points, which are its personalized styling, a wide range of products, and commitment to customer service. Stitch Fix boasts all of these qualities, which gives it a competitive advantage. Moreover, it has strong financials, which Wantable doesn’t. 

If growth is something Wantable aims for, it’ll need to find a way to improve its financials. That means generating more revenue and becoming more efficient. The last time Wantable’s finances went public was in 2016 after it reported $14.1 million in revenue. That year, the Inc. magazine ranked Wantable No. 223 as one of the fastest growing companies in America. 

See also: Stripe Business Model Explained

2. Le Tote

Le Tote

Le Tote is a subscription model personal styling service based in San Francisco, California. Founded in 2012, the company facilitates the rental of clothing and accessories. It was one of the first companies to introduce the clothing rental concept in the United States. The company rents everyday wear, special occasion clothing, handbags, and jewelry for a flat monthly fee membership fee. 

Le Tote has a different concept from Stitch Fix. It doesn’t focus on selling clothes but rents them for $59/month. This model is similar to that of Rent the Runway, another competitor. Using this model, Le Tote can offer a wider range of products since it doesn’t need to purchase them outright. If a customer loves an item, they can choose to buy it at a discounted price, usually 50% off the retail price. 

Competitively, Le Tote is much smaller than Stitch Fix. In terms of revenue, it doesn’t come close to Stitch Fix’s $2.1 billion. It also doesn’t publicly disclose its financials, but we believe it has the financial muscle to proactively compete in the market. In 2019, the company forked $100 million to buy Lord and Taylor, which included its e-commerce site, digital assets, and inventory. 

While this was a show of force, it doesn’t seem to translate into real growth. On August 2, 2020, Lord and Taylor filed for chapter 11 bankruptcy citing the Covid-19 pandemic as the main reason. If anything, this move put more pressure on Le Tote. Perhaps the company bit more than it could chew.

As per CrunchBase, Le Tote has raised $72 million in five rounds of funding from 27 investors, including Comcast Ventures, Andreessen Horowitz, and FirstRound Capital. If the company is to feasibly compete with Stitch Fix, it’ll need to invest in marketing and technology. However, given the current economic state, we acknowledge this is easier said than done.

3. Personal Shopper by Prime Wardrobe 

Personal Shopper by Prime Wardrobe 

The Personal Shopper by Prime Wardrobe is a styling service offered by Amazon. The service was launched in July 2019 and is currently only available to Amazon Prime members in the US. Like Stitch Fix and Le Tote, the Personal Shopper by Prime Wardrobe lets you try before buying. You can choose up to eight items per box and have seven days to decide which ones you want to keep. 

Because the service is only available to Prime members, Amazon doesn’t charge a styling fee. However, you will only receive a discount on the items you keep if you’re an Amazon Prime Wardrobe member. The service is available for men and women, and you can choose from a range of clothing, shoes, and accessories. 

The Personal Shopper by Prime Wardrobe is a new entrant in the styling market and is still growing. Given Amazon’s vast resources, the service can potentially be a major competitor for Stitch Fix. However, it lacks data-driven personalization, Stitch Fix’s key differentiating factor. Amazon stated that its stylists are real people who carefully handpick items for each customer. But without data-driven personalization, the service is limited. 

It’s also worth noting that Amazon has a history of copycatting successful businesses. The Personal Shopper by Prime Wardrobe is no different. The service is a direct copy of Stitch Fix, down to the pricing model and the customer experience. While we can argue that imitation is the sincerest form of flattery, it remains to be seen if Amazon can make the service a success. 

At the moment, Stitch Fix stands out as the better option. It has a more robust personalization algorithm, a better selection of clothes, and more experienced stylists. Amazon may have the resources to catch up, but it will take some time.


Thread is a UK-based styling service founded in 2013. The company offers a personal styling service for men and women. Customers can sign up for the service and take a style quiz. The system will then match them with a personal stylist who handpicks clothes, shoes, and accessories based on their style. 

Like Stitch Fix, Thread combines artificial intelligence with human expertise to personalize the styling experience. The company has a team of in-house stylists who work with customers to find the right clothes. In addition, Thread also offers an online shop where customers can buy items they like. 

Thread is one of the few Stitch Fix competitors that offer a similar service. However, the company is still relatively small and only operates in the UK. It has yet to expand its operations to other countries. However, it ships internationally, so customers from other countries can still use the service. 

According to CrunchBase, the company has raised $40.7 million from 23 investors. Given its small size, it’ll need to raise more funding to expand its reach. One thing most Americans will love about Thread is that it carries British brands that are sometimes hard to find in the US. As such, it’s a good option for people who want to try out new brands.

 See also: Daniel Ek Bio

5. DailyLook


Founded in 2011, DailyLook is a Los Angeles-based styling service. The company offers a personal styling service for women. It operates a subscription box service and an e-commerce site. DailyLook offers a premium subscription service that provides access to a personal stylist and discounts on clothing and accessories. The company also operates an online store that sells apparel, accessories, and beauty products.

Like Stitch Fix, DailyLook offers a personalization service that combines artificial intelligence with human expertise. It positioned itself as a premier styling service for busy women who want to look their best but don’t have the time or inclination to shop. While it doesn’t have the same financial backing as Stitch Fix, DailyLook has been growing rapidly.

As of 2018, the company had raised $10.5 million in venture funding. Forever 21, a fast fashion retailer, was the lead investor in an $8 million funding round in 2018. The backing of a major retailer gives DailyLook increased credibility in the competitive personal styling space. Although it doesn’t have the same brand recognition as Stitch Fix, DailyLook is a major player in the space and poses a serious threat to Stitch Fix’s growth.

It uses an almost similar pricing strategy as Stitch Fix. For $40 per month, you get a personal stylist who handpicks clothes for you based on your style preferences. You can then buy the clothes you like and return the ones you don’t. DailyLook is a good option for people who want more control over their styling experience. 

Stitch Fix SWOT Analysis

Below is a detailed SWOT analysis of Stitch Fix. This analysis examines the company’s strengths, weaknesses, opportunities, and threats. 


  • Personalization algorithm 
  • It has an experienced in-house styling team
  • Wide selection of brands
  • Strong financials


  • Reliance on personal shopping 
  • Limited international expansion


  • Expand into new markets 
  • Partner with retailers
  • Use advanced data analytics
  • Develop new product offerings


  • Economic downturns could hurt sales
  • Competition from other styling services
  • Copycat services

See also: Caterpillar Business History

Stitch Fix Competitors Analysis (FAQs)

Question: What makes Stitch Fix successful?

Answer: The company has a simple business model that is easy to understand and execute. It also has a robust personalization algorithm that helps it recommend the right clothes for its customers. It leverages data analytics to further improve its personalization algorithm. In addition, it has a team of in-house stylists who work with customers to find the right clothes.

Question: Who is the target market for Stitch Fix?

Answer: Stitch Fix targets men and women who can’t or don’t want to go shopping for clothes. The company’s ideal customers are college graduates, careered women, young adult males, and mothers. However, anybody with considerable disposable income can be a customer.

Question: What is Stitch Fix’s value proposition?

Answer: Stitch Fix bases its value on four main pillars: convenience, personalization, pricing, and brand selection. The company is convenient because it brings the store to the customer’s home; it is personalized because it considers the customer’s preferences and style, offers a wide variety of brands, and its prices are accessible.


Having looked at five popular Stitch Fix competitors, it’s clear that each company has its strengths and weaknesses. Stitch Fix not only competes with personal styling services but also with retail giants like Amazon. While the company has a strong personalization algorithm, it faces copycat services and brand loyalty challenges. 

Stitch Fix needs to continue expanding its operations into new markets and developing new product offerings to stay ahead of the competition. Wantable stands out as one of the best-rounded competitors to Stitch Fix. The company offers a similar personalization experience with a high degree of customization. Other players in the space include Le Tote, Personal Shopper by Prime Wardrobe,, and DailyLook. 

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