>>> WE CAN HIT A BUTTON ON OUR
PHONES AND HAVE ANYTHING SHOW UP
AT YOUR DOOR.
DINNER, A RIDE OR ON OUTFIT.
THE COMPETITION AMONG RETAILERS
NOW IS TO MAKE THEIR WAY OF
GETTING THAT PRODUCT TO YOUR
DOOR UNIQUE AND BETTER.
FOR SOME CLOTHING SITES THAT
MEANS PROVIDING THE KIND OF
CUSTOMER CARE YOU MIGHT EXPECT
IN A HIGH-END DEPARTMENT STORE
WITH A HIGH TECH TWIST.
NBC'S JO LING KIM VISITS ONE.
>> YOU MAY SEE THE UNBOXING A
WHOLE NEW SHOPPING EXPERIENCE.
AS TRADITIONAL BRICK AND MORTAR
STORES KEEP CLOSING UP SHOPS,
ONLINE RETAILERS TRYING TO FILL
THE VOID.
STITCH FIX, AMAZON WARDROBE AND
OTHERS ARE ON A MISSION FOR YOU
TO SKIP THE STORE AND HAVE THE
DRESSING ROOM COME TO YOU.
>> MY STYLIST LISTENS TO ME.
>> KATRINA LAKE IS LEADING THE
CHARGE WITH HER RETAIL EMPIRE.
>> I LOVE IT.
>> SHE FOUNDED THE COMPANY SEVEN
YEARS AGO WHILE ATTENDING
HARVARD BUSINESS SCHOOL.
HER IDEA, CUSTOMERS SUBSCRIBE TO
RECEIVE CLOTHING AND
ACCESSORIES.
STYLISTS USE THEIR CREATIVE EYE
AND DATA TO PREDICT WHAT YOU'D
LIKE TO WEAR.
LIKE WHAT YOU GET, BUY IT?
IF NOT, SEND IT BACK.
>> I WANTED CLOTHES THAT FIT ME
BETTER, MADE ME FEEL GREAT.
MY THESIS WAS HOW CAN WE USE
DATA AND USE TECHNOLOGY TO BE
ABLE TO SOLVE THAT PROBLEM.
>> LAKE LAUNCHED WITH 29
CUSTOMERS.
TODAY STITCH FIX HAS 2.7
MILLION.
DRESSED BY MORE THAN 3,000
STYLISTS AND OVER 75 DATA
SCIENTISTS.
LATE LAST YEAR, LAKE TOOK STITCH
FIX PUBLIC.
SHE'S THE ONLY WOMAN TO DO SO IN
MORE THAN A YEAR.
>> YOU WERE THE YINGS FEMALE
FOUNDER CEO TO TAKE A COMPANY
PUBLIC.
WHAT'S THAT LIKE?
>> FIRSTLY, I'M PROUD OF THAT.
AND I HOPE I -- WOMEN IN LINE
AFTER ME.
>> SHE SHARED AT THE NASDAQ WITH
HER TODDLER SON.
>> WE'RE AT THE BEGINNING OF HOW
POWERFUL --
>> WHY DID YOU DECIDE TO BRING
HIM?
>> IT WAS A REMARKABLE MOMENT
AND FELT IMPORTANT TO HAVE MY
FAMILY THERE.
IT CAN BE A SOURCE OF AN EXAMPLE
FOR KIND OF MANY MORE WOMEN OUT
THERE.
>> STITCH FIX IS WORTH ABOUT $2
BILLION AND NOW LAKE IS TAKING
ON A NEW SMALLER BUT LUCRATIVE
CLIENT BASE.
KIDS.
LAUNCHING A SUBSCRIPTION SERVICE
FOR CHILDREN TO ELIMINATE
SCHLEPPING TO THE STORE AND
TRYING ON CLOTHES.
>> YOU GOT SOME RED PANTS.
>> YEAH.
>> WITH HER OWN SPECIAL FOCUS
GROUP.
>> I HAVE A SON MYSELF AND I
HAVE ANOTHER ONE ON THE WAY.
WHEN YOU'RE WEARING AN OUTFIT
THAT REPRESENTS YOU, WHEN YOU
FEEL REALLY CONFIDENT, THE SAME
THING HAPPENS WITH KIDS.
EVEN IF IT'S JUST LIKE YOUR
FAVORITE SHORTS THAT YOU FEEL
GOOD IN.
>> THE COMPETITION IS TAKING
NOTICE OF THE BUSINESS MODEL AND
STRIKING BACK.
EARLIER THIS YEAR, AMAZON ROLLED
OUT PRIME WARDROBE SHIPPING
CUSTOMERS CLOTHES TO TRY BEFORE
THEY BUY.
>> WHEN YOU SAW AMAZON UNVEIL
WARDROBE, DID PART OF YOU THINK,
THEY'RE KIND OF DOING WHAT WE'VE
BEEN DOING?
>> YES AND NO.
TO BE HONEST, THE HARDEST PART
IS THAT THERE'S A MILLION PAIRS
OF JEANS OUT THERE, LITERALLY.
WHICH ONES WILL BE THE BEST FOR
YOUR BODY.
THAT'S THE HARDEST PART TO
SOLVE.
WE DON'T SEE ANYBODY ELSE DOING
THAT.
>> LAKE PUSHES STITCH FIX INTO
THE NEXT CHAPTER.
SHE WANTS TO LEAD BY EXAMPLE
PRIORITIZING DIVERSITY AND WORK
LIFE BALANCE.
SHE'S TAKING A FULL 16-WEEK
MATERNITY LEAVE FOR THE SECOND
TIME THIS FALL.
>> THROUGHOUT MY WHOLE LIFE, I
NEVER THOUGHT I'D BE AN
ENTREPRENEUR.
THERE'S FEW EXAMPLES FOR ME TO
LOOK TO.
I SEE MY RESPONSIBILITY TO BE
THAT EXAMPLE FOR OTHERS OUT
THERE.
>> BLAZING A NEW TRAIL IN
RETAIL, COMBINING STYLE AND TECH