Fast Fashion Brand COS: Price Advantage Can'T Make Up For Design Flaws.

According to the world clothing and shoe net reporter, as Li Yuanjia, who returned home in London, as a senior COS customer, he said, "the material is good, there is a sense of design, and the price is not black hearted."

According to the original assumption of H&M group of Swedish parent company, the COS created in 2007 is the abbreviation of "Collection of Style".

Unlike sister brand H&M, it only produces new products in spring and summer and fall and winter in the two quarter.

Inditex, the parent company of rival Zara, pushed Massimo Dutti in recent years, opening the global market with price advantage in the early years.

Try to fill the gap between luxury and luxury with design and style.

Karin Gustafsson is the creative director of COS. She is the 2006 graduate of Royal College of Art. She was noticed by H&M group on graduation design day.

She then received a phone call, and the other side would not say much, "because COS was still a secret item."

Gustafsson recently interviewed fashion website Fashionista. When it came to entry, the company had 15 employees and ten years of development. Now the number of teams is 170.

According to her memory, COS elders first gathered together to finalize the brand style. "We hope that products can be accepted by the public, that is, cheap and fine."

Keep your eyes in the wardrobe, the basic elements of constant existence: jeans, black dresses and jackets.

Through repeated adjustments, COS finally embarked on the road of minimalism.

Conversely,

To some extent, COS pricing has been achieved.

Skirts of different materials are priced at $80 -150 (about 551.45 yuan -1034 yuan); the price range of autumn coat is 150 US dollars -250 (about 1034 yuan -1723.3 yuan); men's trousers are basically 125 yuan (about 861.6 yuan).

A good price and niche style are not enough to attract customers' fastidious gaze. "Good stuff", as Li Yunjia noticed, plays a decisive role.

This is a watershed between H&M and the naked eye.

"Our manual details how the fabric is processed before it is worn."

Karin Gustafsson was confirmed by a fashion editor. He once bought a COS sweater, washed several times, and showed no signs of deformation or aliasing.

According to his recollection, when COS is emerging or a niche brand, almost every peer can be seen in the shop during the fashion week.

This situation is only seen by Colette, a buyer's shop in Paris and DSM in London.

In 2012, COS went out of Europe for the first time, and sales figures also jumped all the way.

From 2009 to 2014, the proportion of brand revenue in the group rose from 1% to 3%, a record $625 million.

Up to now, COS has 195 stores in 32 countries worldwide.

The first COS China store opened in Hongkong, and COS began to spread in Beijing, Sanlitun and other places.

The most frequent patronage of COS customers is mostly office white-collar workers. The reasons can be roughly summed up as: safety and details, and affordable.

The drawback is that the distribution is not exactly the same.

This is not uncommon in retailing, but the loyal customers of minority brands are to find the difference between Regent Street and Liverpool street, Sanlitun store and fragrant grass store.

It's hard to see the shadow of the sister brand H&M on COS: shops are small, new and slow, and the sense of popularity is weak.

This winter, the brand also launched its own nineteenth magazine, the theme of "New Nature", through the 11 "re" beginning of the English words, constitute 11 interrelated chapters.

Of course, there must be a series of blockbusters in autumn and winter.

However, the present COS seems to have reached the bottleneck - its effect on our visual and emotional stimulation is getting weaker and weaker.

The market is full of simple wind. Secondly, COS products always revolve around classic models.

"We are looking for fashion design without life restriction."

COS creative director Karin Gustafsson has stressed this for countless times.

But those repeated products are hard to arouse the desire to buy for the two time.

You know, fast fashion or luxury goods are trying to introduce more and more updated products, so that you can pay for them.

perhaps

It has not undertaken the task of expanding sales in a short time, or it has not found the best way to break through the bottleneck.

In short, for old customers, ten years of COS has been thin.

With H&M logic, COS has been trying to spread pepper in recent years - crossover and joint names.

Most of the objects come from arts and architecture.

This year, the brand invited Japanese architect Fujimoto Sosuke to collaborate with an art device on the Milan design week.

In order to celebrate the establishment of 10th anniversary, COS sponsored the Agnes Martin exhibition held by the Guggenheim Museum and launched the COS x Agnes fashion joint series.

The most commonly mentioned is probably the COS x HAY series, and people are delighted to find the results of the two Nordic brands after 1+1>2.

But how can COS escape from the fetters of existing styles, customer positioning and pricing?

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