There’s a new online store in town, showcasing dresses that are presented more professionally than your typical shopping website. Another thing that sets the brand apart from other online sites are that their clothes are shown on a monthly basis in popular shopping malls, allowing their apparel to be a more tangible product than mere online viewing.
Introducing Cocorich, a new shopping site that has attractive girls modeling the apparel (on both website and runway). Dubbed ‘The Cocorich Girls’, there are 20 different girls to represent various images of a woman – Sporty Cocorich girl, Rich Cocorich girl, Business Cocorich girl, Student Cocorich girl, and so on.
I spoke to Andrew Boey from Cocorich regarding the concept behind Cocorich and other inquisitive questions I had in mind.
What is the idea behind Cocorich?
That beautiful and quality dresses need not be expensive and a good fashion brand needs no ridiculous price tags to be popular. Fashion-conscious young ladies are smart shoppers these days and fiercely tech savvy too. Cocorich taps strongly onto the idea that shopping need not be restricted at a shopping mall.
Hence the birth of a shopping site?
Yes. However, Malaysian online fashion houses have not been too successful to date and we do hope that we have found the right recipe to be different with Cocorich. We believe an online fashion house, like everything else, needs to possess its own cool-culture identity. It should not be about pasting some cellphone-captured photos on a blog, and expect customers to bank in money to your bank account!
Apart from that, the world is getting smaller and technology now allows us to bring in new designs from Asian fashion mega-cities in Hong Kong, China, Korea and Japan at amazing speed. A new design can be up in our online store within a work week!
By selling the entire Cocorich design and collection online, we can focus on being up-to-date and it also helps bring down the prices we sell for.
How often is new stock put up?
Typically we have 2 to 5 new dresses in every week. We update our online store monthly, with 8 to 20 new dresses every month.
And how’s response been so far?
Our clothes do sell well and fast online, they normally get completely sold off within a month. So, if you see something you like in the Cocorich online store, grab it… as it may not be there anymore after one month.
Who are these Cocorich girls who model your clothes?
Our parent company is SGX Group, a very diversified advertising and PR communications company. One of the companies that SGX owns is a modeling agency.
We know two things that will make or break an online fashion boutique. First, we have to show well-taken photos that will make it easy for our customers to view and visualize how nice the dresses are. And secondly, to use beautiful Asian models, but not those with supermodels looks. We want our models to look pretty, but most importantly, they must also look like your typical pretty-girl-next-door.
You’re opening a store soon in Penang, any plans for one in KL?
Guess what? We might open in KL first! The store that we are planning to open in Penang has been plagued with multiple delays from the mall developer. Cocorich sells it’s physical boutique licenses to keen business investors, and as such, we reckon the KL store might open sooner than we think.
Lastly, who are all parties responsible for Cocorich?
Cocorich belongs to the SGX Group, which is helmed by Michelle Chan.
She runs Cocorich with full fashion passion alongside her agency’s Creative Director, Helen Kok.
View more Cocorich apparel on their website.
