There are people who enjoy shopping for clothes, and there are people who don’t.

If you’re in the “don’t” camp, you could always just shop online. However, in the depths of the internet, you lose the assist you sometimes get from a person who knows the inventory, and who knows how to put this or that piece together with another one.

Enter a company called Stitch Fix, which takes the personal shopper model and runs it through an online algorithm or two.

We talked with Katrina Lake, founder and CEO, about the intersection of online retail and big data. Listen in the audio player above.