https://techcrunch.com/2018/05/30/stitch-fix-ceo-doesnt-seem-worried-about-amazon/ > Stitch Fix CEO Katarina Lake did not express much concern over Amazon and its entrance into fashion with Prime Wardrobe at the Code Conference today. Lake says that while she does think about Amazon, that Amazon offers a “fundamentally different” value proposition. > With Amazon, Lake said, the value proposition is about having a “sea of choice.” With Stitch Fix,”in a lot of ways ours is almost the opposite,” she said.