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COMO DESIGNER COLLECTIVE FOUNDER PALLAV OJHA

— JASMEEN DUGAL

'Fashion shouldn't be an option for the privileged few' says Pallav Ojha, Co-Founder, Beach Worldwide | India Beach Fashion Week | CoMo Designer Collective. He has answered our collective prayer with the hottest designerwear at—gasp!—affordable prices. Since its launch in Goa, CoMo is the go-to destination for designerwear. Few could honestly say they're immune to its roster of designers and price points — such is its broad appeal. In conversation with the man who has changed the fashion landscape of Goa.

 

Let's go back in time. How difficult was it to be a pioneer of luxury fashion retail in Goa?

 

I think luxury is an over-rated word now! Our consumer is now looking at value and that's what we're trying to achieve with CoMo — it's a designer house with over sixty designers at prices ranging from INR 2,000-15,000. Moreover, our product cycle will be refreshed each fortnight so each time you walk into the store, you'll see fresh collections!

 

Did you have formal experience in retail before launching CoMo?

 

In fact, during the first few years after graduating from NIFT, all I did was retail — branding, purchasing, merchandising, packaging design, visual merchandising and marketing. This also includes my first campus placement which was amongst the top-designer store of that time!

 

How did you conceptualise and launch CoMo?

 

We felt a need-gap in the segment of affordable designerwear. Everyone wants to look stylish but not everyone can see the value in spending a lot, particularly if they would be wearing the ensembles for one or two occasions. They want to spend more on several outfits for multiple occasions — and this thought spurred us to launch CoMo. There will be options for Indian wear stores and multi-designer Indian wear stores but not many in solely western garments — our collections span evening and occasion wear, resort, luxury pret, menswear, swimwear, accessories and fashion essentials.

 

Tell us about something you learnt while you were starting out? Did you face roadblocks?

 

The biggest challenge was to get the pricing right across the product mix without compromising on design, style, cuts and quality of the collections. We at CoMo were convinced to never divert from the brand USP, and convincing the designers on board of our vision was initially a huge challenge! But not anymore! We are happy that we have built the required confidence of volumes, pricing and marketing with the entire design community.

 

What sets CoMo apart from other fashion houses?

 

We are a one-stop designer destination with designer wear, jewellery, accessories, bags and footwear for the discerning fashion-conscious shopper — we have something exciting and affordable for everyone in western wear! That's what sets us apart. Where else would you find beautiful, affordable designerwear by some of the key designers in the country?

 

How has perception of luxury fashion retail been received in Goa since the launch of CoMo?

 

In the beginning, local consumers were hesitant, as they were under the impression that it's a expensive, luxury designer store — but that misconception was dispelled after they shopped for the hottest designerwear at low prices! Moreover, they love the personalisation, the floor advisors, the pricing, and above all, the quality.

 

As a fashion retailer what are you looking for CoMo?

 

The right mix of exclusivity and pricing for Indian consumers.

 

Who is your average consumer? Is it the people of Goa- tourists or someone else altogether?

 

Right now, Goans are shopping more than tourists; the proportion is almost 60:40 between the locals and the tourists!!

 

On a personal note, what are your guilty pleasures when it comes to shopping?

 

I am a trail blazer so every time I see something exciting I can't stop myself from buying it!!

 

What is the future ahead?

 

Next month we are launching CoMo online and it would be shipping across the world. In 2018-19, CoMo will open its doors in other cities across the national and in some International destinations!
 

COMO DESIGN COLLECTIVE
PALLAV OJHA, FOUNDER, COMO DESIGN COLLECTIVE
 
29-JUNE-2019
 
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