Stitch Fix Inc. (Stich Fix), started by Katrina Lake in 2011, combined modern technology and online shopping with a retail clothing shopping experience. Customers subscribed to Stitch Fix and received boxes of clothing, shoes, and accessories based on individual style and preferences; a personal stylist was matched with each customer to personalize each box prior to shipping. A significant part of the company’s value came from its unique value chain elements, including sophisticated algorithms that permeated all aspects of the company’s value chain.However, in early 2020, the company was facing a significant challenge, with both Amazon Prime Wardrobe and Nordstrom Trunk Club entering the industry. How should Stitch Fix modify its business model to stay ahead of the competition and possibly expand its boundaries to other customer segments?
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