A Children’s Place's Ezra Dabah returns with online shopping service for young girls

Young girls are notoriously picky about what they wear, and a new online shopping service founded by the former chairman and CEO of A Children’s Place is looking to do something about it.



The concept, called Kidpik, offers curated, personalized fashions for girls aged 3-12. Seasonally, Kidpik will deliver a personalized box containing six items tailored to an individual girl’s taste and preset spending range. (Girls initially fill out an interactive quiz about their apparel preferences, and based on the results are assigned a look such as Girly Girl, Modest or Classic Chic.)



Customers can keep the items they like and return the rest free, or keep the entire box for a 30% discount. Average cost of each item is $12.50, with Full boxes will range from $75-$100 after discount, with the cost of each item averaging out at $12.50.



Returned items are donated to charity. There are no fees or commitments to join, for shipping or to receive personalized styling.



Kidpik is combining several different personalized online retail tactics, such as interactive quizzes and subscription boxes, to create a new example of mass customization. Algorithms and data analysis allow retailers to provide consumers a degree of previously unavailable personalization at an immense scale. While there is no true one-to-one mass customization yet, that is clearly the direction the industry is heading.



Dabah oversaw the rapid growth of The Children’s Place in the 1990s and early 2000s. He was forced out in September 2007 in a nasty split.