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A few weeks back I heard about Dopple, a curated shopping website for kids clothes that launched in 2018. The idea is that every quarter you get a “Dopple Drop” filled with clothing your kids will love. It was cool. It was modern. I liked the look of it. But I had to wonder— would a stylist really know what to pick out for my very picky kid? I felt doubtful at best.
I was lured in by Dopple’s style quiz (I can never resist a quiz). I liked the brands and I loved the customization aspect. So I hit “order” and decided to see what a quarterly subscription for kids clothing would be like, especially with a secret stylist making the choices for me. I didn’t have to leave the house, I didn’t have to take kids to a mall, I didn’t have to deal with tears, whining, and all the things (you know!).
I crossed my fingers that it would be a success. With a kid that doesn’t like ‘tags’ and won’t wear ‘jeans’ (there I said it!), how could a website (with an algorithm) possibly know what she’d wear??
Turns out, they did. They got her 100%. The flocked jeans were cute. The pom pom sweater, perfect. The pink velvet sneakers-hello! And the big hair bow—well, for any 9-year-old girl that’s a JoJo dream come true (even if it’s in simple grey satin). I thought the package full of brands like Bonpoint, Gray Label and Dôen wasn’t my daughter’s personal style at all—until I watched her try on every piece, smiling in the mirror, sashaying around the living room feeling oh so stylish. And looking oh so happy.
Dopple totally did it!
From one mom to another, let me share the details on Dopple:
What is Dopple?
Dopple is a childrenswear-focused membership service that’s reimagining how parents shop for their kids, from newborns to age 14. Dopple was created to make parents’ lives easier and a lot more fun by delivering quarterly “Dopple Drops” of custom-curated children’s outfits from over 250 of the world’s best children’s brands at lower prices.
How does the Dopple subscription work?
Dopple has a quarterly subscription model, but parents can choose to order an additional Drop at any time. To get started, parents take a style quiz on behalf of their children and Dopple’s styling algorithm curates a box of clothes based on each child’s style and size within the budget you set. You pay a $10 service fee (which gets used as a credit towards any item they decide to keep within the box). After receiving their Dopple Drop, you pay for what you want to keep and return the rest in a prepaid return mailer. It’s super easy, convenient and hassle-free to shop and discover new brands for your kids. If you keep your entire Drop, you receive a 25% discount off everything.
As you keep items, and make exchanges and returns, Dopple’s technology gets smarter at learning your behavior to continue to choose items based on your and your children's style preferences.
Is it subscription-only?
Yes, but you can cancel or pause your subscription at any time. You can also order additional Dopple Drops outside of their quarterly drop.
What is the range of sizes on Dopple?
Dopple carries Newborn to 14 years, with boys’, girls’ and gender-neutral styles.
What is the price range?
Dopple offers an amazing selection at any price point, and the magic is in how they mix high and low price point items depending on what your budget is, what you requested and what Dopple thinks you’ll love discovering. Clothing items range from <$15 up to $1,000. On average 2-3 outfits are sent per drop and the average spend per drop is $150 - $300.
What are the brands that Dopple carries?
Dopple carries the best of the best kids’ brands, including boutique, luxury, direct-to-consumer and mass brands such as:
- Alice + Ames
- Bobo Choses
- Gray Label
- Maisonette’s Maison Me
- Misha & Puff
- Monica & Andy
- Olivier London
- Petit Bateau
- Quincy Mae
- Rags to Raches
- Rylee + Cru
- Smalls Merino
- Something Navy Kids
- Stella McCartney Kids
Can you gift this for the holidays?
While Dopple has gift cards, they also recently released their Gift Boxes for newborns/new moms. Instead of sending a gift card, the giver can buy a custom gift box based on their friend's style (Luxury Lover, Boho Babe, Preppy Parent, The Hypebeast) or girls, boys or unisex and denote how much they want to spend ($60 - $750). The receiver will receive a box curated within the price purchased and then if they wish, they can then sign up to continue a subscription and go through the process of filling out their own personal style quiz.
How can Dopple offer such a large discount even on designer clothes for kids?
Dopple offers brands a way to sell excess inventory, packaging excess or last season inventory with new or evergreen pieces in each Dopple Drop. This allows brands to sustainably offload their excess inventory, ultimately extending the life cycle of the garments while allowing consumers to get discounted rates.
Basically, Dopple curates clothes from new and past seasons, making it look fabulous while being really affordable.
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A version of this story was published November 18, 2021. It has been updated.