Massachusetts-based personalised styling service Stitch Fix has appointed Tony Bacos, a former Amazon Fashion executive, as its Chief Product and Technology Officer. In his role, Bacos will oversee technology, product development, data science, security, and IT teams, reporting to CEO Matt Baer, who previously served as Macy’s digital chief before joining Stitch Fix in June this year.
Bacos is credited with leading a successful turnaround of Amazon Fashion’s business. Amazon offers a “Try Before You Buy” option, similar to Stitch Fix, allowing Prime customers to order items without an upfront payment.
CEO Matt Baer praised Bacos for his extensive experience in e-commerce, a track record of developing products that meet customer needs, fashion retail expertise, and strong leadership abilities.
Stitch Fix has long emphasised its combination of technology and human styling services, but it has faced challenges in striking the right balance. Under previous leadership, the company experimented with a “direct buy” option that allowed subscribers to shop on its website without stylist assistance but later reversed course as sales declined.
In its most recent quarter, Stitch Fix experienced a drop in sales and the number of active clients, but reduced losses through cost-cutting measures. Bacos, however, expressed confidence in the service’s popularity among its clients and sees significant growth potential. He stated, “I’m excited to lead the Product & Technology team and develop new ways to enhance the shopping experience and expand the business.”
Stitch Fix has seen changes in its leadership team over the past few years, and mostly turning to executives from Amazon such as Sharon Chiarella appointed as chief product officer, and Dan Jedda appointed as Chief Financial Officer. They all did join but subsequently departed, just like the abrupt exit of former CEO Elizabeth Spaulding in January 2023.