Stitch Fix, the Massachusetts-based personalized styling service, has announced the appointment of Tony Bacos as its Chief Product and Technology Officer. Bacos, a former Amazon Fashion executive, will be responsible for overseeing technology, product development, data science, security, and IT teams, reporting directly to CEO Matt Baer, who assumed his role in June this year, having previously served as Macy’s digital chief.
Bacos is widely recognized for leading a successful turnaround of Amazon Fashion’s business. Amazon’s “Try Before You Buy” option, similar to Stitch Fix, enables Prime customers to order items without making an upfront payment.
CEO Matt Baer praised Bacos for his extensive e-commerce experience, a proven track record in developing customer-centric products, expertise in fashion retail, and strong leadership skills.
Stitch Fix has been known for its combination of technology and human styling services, although it has faced challenges in finding 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 due to declining sales.
In its most recent quarter, Stitch Fix reported a decrease in sales and the number of active clients but managed to reduce losses through cost-cutting measures. Bacos remains confident 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 undergone changes in its leadership team in recent years, often turning to executives with Amazon backgrounds, including Sharon Chiarella as Chief Product Officer and Dan Jedda as Chief Financial Officer. Some of these executives joined but subsequently departed, mirroring the abrupt exit of former CEO Elizabeth Spaulding in January 2023.
