After the Israeli social protest in the summer of 2011, the concept of shared businesses became more mainstream. To recap, in the summer of 2011 the Israeli streets were filled with people sweating in the intense heat during the summer, demanding social justice. Although Israel is well known for its high-tech industry, it is less known for its fashion—and definitely less known for the combination between the two.
This is exactly where the two fashion-savvy co-founders, Tzafra and Dalia, decided to take on their dream and make it a reality. With their vast experience in the fashion market, after years of working in the largest Israeli factories, the two had decided to make fashion in open code by the community and for the community.
Soon after, CO.CO was born.
CO.CO, which stands for Collective Collection, is an innovative social endeavor, which interlinks the physical and virtual space in fashion. It is based on common ownership of expert entrepreneurs and a community of fashion lovers.
The two believe that the future economy will require cooperative efforts which are based on the values of transparency, fairness and engagement. Which according to them, are vanishing from today’s economy and the fashion market.The girls have created an interesting model that combines both the online and the offline world. In the offline realm there are the sales, which are made in the company place in Tel Aviv. The big change is presented through the online world where the company is offering a unique method of buying called TRY & BUY. Basically items that are ordered through the Internet are sent directly to you, and are paid only AFTER you try them at home. This way CO.CO is promising minimum wastage that is being produced from unnecessary stock.
Moreover, CO.CO is using the crowd wisdom in order to build an accurate product collection. All customers are invited to vote and choose proposed products through the company website or request for certain models to be considered. The preferred styles are refined by their professional team and get into production. The goal of CO.CO is to become a multi-brand platform for many designers who share the values of the company and whose products complement the target collection.
So what does the future fashion market entail? According to them the economy must be more transparent and fair towards the customer. Therefore they have developed a business model where the company will belong not only to the founders, but also to customers and other partners sharing the same values.
Learn more on CO.CO’s website.
Promising minimum wastage? and what about the transport resources for taking the items to the clients homes, given that many of those are going to be returned.