As a part of H&M Group, which well-known as a big group of fast fashion companies, COS, offers different goods and value to their customers as a high-street fashion brand. The fast-fashion giant, the H&M group, launched COS in 2007 as an independent fashion within different sources supplier (Abnett 2015). COS notably produce two seasonal collection every year due to a long design process within 18 months as they commit to their mission providing classic, timeless fashion pieces with hidden functional detail, this strategy is not only to priorities their product quality but also the design value itself. The brand is a minimalist, sleek but chic selection for men, women including exclusive selection for kids has earned COS the popularity as ‘high-street’ version of Celine in the fashion community. In 2018, the brand was significantly emerging; it started to available online in 21 markets and operate 270 stores across 41 countries (Kent 2020).
According to Business of Fashion (2020), COS is targeting those who design their lifestyle very simple and modern. They are described as a consistent individual and value all aspects of the functionality and practicality rather than some salient products within unnecessary addition; they are also taken account into art and design enthusiast, which is the reason. As the Creative Directive of COS, Karin Gustafsson states that the customers have a keen interest in art, design and architecture and understand about good design with their hobbies such as reading blogs, visiting galleries, which essential for them to (Abnett 2015). Furthermore, as part of my primary research and curiosity, I spoke to one of COS Store Managers, he explained that most of the customers are those who work in creative industry and communication such as fashion stylist, digital content creator. As location-wise, it is strategically in the centre of the business district, many young professionals aged 24 to 35 come to purchase their pieces in a more classic and smart style. They also have other customers older than 40 up to 60 who regularly come to the store to check and purchase their new collections. I could see how some people came to the store to find the exact item they want. Thus, I did a short interview with one of them, and she is a freelancer in the music industry. She enjoys the store arrangement as all of COS designs are very straightforward with the concept of muted and neutral colour, they arrange everything according to the colour of the item, which helps and presents her preferences and lifestyle.
The graph above shows the brand position, COS among their competitor based on the product price ranges and quality. Start from the direct competitor with same sense design, style and even similar product concept, Filippa K is well-known for their best quality with the presentations Scandinavian style as their approach especially when it comes to minimalist product designs (Hendriksz 2017). In addition, their indirect competitors, Weekend by Max Mara and Acne that have similar product and style in a bigger picture except they are more chic, feminine and quirky. Another indirect competitor is Massimo Dutti with similar price ranges and same concept of classic and basic wear. The last brand that has similar concept of product and store design as well as their aesthetic, come from the same parent companies (H&M Group 2020) and Arket has been successfully trying to meet consumer need as they call it anti-fast fashion and also provide a unique store experience (Dover 2017).