The previous post tells the story on Haim Dabah and Ezra Dabah, two brothers who respond kid retail trends in different ways. The two brothers offer subscription box services for families who shop for kids’ clothing items from home. Ezra Dabah focuses on limited list of brands and specified age range. On the other hand, Haim Dabah focuses on providing the shoppers with benefits in shopping experience, regardless of the brand.
Different Ways of Responding to Kid Retail Trends
Kidpik and Moms’ Shopping Experience
Ezra Dabah notes that subscription box services do not merely deliver the boxes to the consumers. Instead, they have additional jobs, which traditional moms used to do. They do the function of being stylists to mix and match the outfits for the kids, and recommend them to the consumers. With such a help, the moms can spend less time selecting the outfits with perfect matches.
According to Ezra Dabah, women have similar habits when shopping for kids’ clothing. They are looking for the perfect matches for the shirts, the pants, and even the shoes. Therefore, the ‘stylists’ need to keep updated with the kid retail trends and know what is favorite on the market. Then, they can recommend the stylish outfits for the moms.
Kidbox and Opening Ceremony
On the other hand, Kidbox focuses on the ‘ceremony’ of opening the box. The key value of subscription boxes is the thrill of receiving the surprises and opening them. Imagine how happy the kids are when they receive a surprise box with their name on it. Kidbox calls the moment of opening the box as ‘opening ceremony.’
Kidbox learn from the customers that almost all of the kids who receive the box will wait their parent to open it together. This is an exciting moment. The living room will turn into a catwalk when the kids try the clothes. As noted by Miki Berardelli, the CEO of Kidbox, the company wants to give such excitement to all families across the nation. By offering low-price items for different age ranges, Kidbox allows more families to get the joy of opening ceremony.
The Future of Subscription Box Services as Kid Retail Trends
Kidbox and Kidpik are successful businesses. However, as they are private companies, they do not reveal financial details or sales figures. Kidbox does not disclose its financial information. However, the companies donate clothing to a child for every complete box of items purchased by the consumers. The company has donated clothing items with a total value of more than $15 million. More than 400.000 needy kids have got clothing items for free.
It means that Kidbox has sent more than 400.000 complete boxes to the consumers. Similarly, Kidpik has sold more than 500.000 boxes since the company was launched. This is the benefit offered by the two companies, namely, donation and charity. This is perhaps the key to success in the business, which had been abandoned by brands like Gap, Target, or Old Navy.
With ups and downs in the business, the Dabah brothers are regarded successful in the business. They can be potential warnings for conventional kid stores, as they respond to the kid retail trends creatively.