a man sitting at a desk: Amazon expanded its Personal Shopper by Prime Wardrobe service to include men's clothing. Amazon


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Amazon expanded its Personal Shopper by Prime Wardrobe service to include men’s clothing. Amazon

  • Amazon announced an expansion to its Personal Shopper by Prime Wardrobe service, leading many to wonder about the impact it will have on Stitch Fix. 
  • “Obviously, whenever Amazon does anything in retail, we all pay really close attention, and apparel has been a strategic focus of theirs for a long time,” Ed Yruma, managing director at KeyBanc Capital Markets, told Business Insider. 
  • But analysts said that Stitch Fix is still well-positioned to benefit from the wave of bankruptcies that have plagued retail this year, among other factors.
  • Visit Business Insider’s homepage for more stories.

Last week, Amazon expanded its Personal Shopper by Prime Wardrobe offerings to include men’s clothing. 

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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. 

The news that Amazon was expanding the service set off alarm bells for many wondering whether it would spell doom for Stitch Fix, the publicly traded personal styling tech company.

Stitch Fix’s primary line of business is its “Fixes,” which are boxes of items selected for male and female shoppers by stylists using data on users’ personal style and fit. 

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. 

“Obviously, whenever Amazon does anything in retail, we all pay really close attention, and apparel has been a strategic focus of theirs for a long time,” Ed Yruma, managing director at KeyBanc Capital Markets, told Business Insider. 

Yruma said