Cos marketing report

MELISSA CECILIANO

CRYSTAL LEE

FASM 245

COS

COS- Collection of Style is a multi-national retail store that launched in Stockholm Sweden in 2007. It is part of the H&M group, and differs from the ‘fast fashion’ approach of H&M by creating modern, functional, considered design.

Furthermore, COS is heavily oriented around minimalistic style, architecture, interior design to create compelling, timeless pieces that can be worn beyong the season.

They combine traditional methods and new techniques to form eye grabbing, strong sillhouettes.

CUSTOMER PROFILE

Demographic: COS designs for men and women who range from 25 to 45 in age whom are typically caucasian, asian and middle eastern. Sophisticated, classic and elegant pieces are what the COS brand strives to give its customer. However, although COS is part of the H&M group they are interested in designing timless pieces instead of ‘throw way pieces’ that are associated with the fast fashion approach. The average income for a COS customer would be an upper middle class salary because they are not ‘throw away’ pieces as COS focuses on creating luxury- level quality at a premium retailer price point.

Rebekka Bay states, “These are immaculately produced wardrobe perennials: incorporating clean-cut accessible design with just a wink of character; a subtle design twist that lends each garment a modernist edge.” The typical customer for COS would be someone who works creatively and wants to be viewed as fashion-forward.

Psychographic: Because the designs of Cos are modern and simple the typical customer would be one who enjoys minimalism style. Furthermore, Cos created a very relaxed atmosphere for their customer but they focus on scandinavian design attracting customers who appreciate quality deisgn and art, the indoors and sophistication.

Geographic- Since opening in 2007 COS is available in over 35 markets in Europe, Asia, Pacific, North America and the middle east. Additionally, they have 215 stores worldwide and 19 online markets. COS often places their stores in urban locations, big shopping malls and high foot traffic areas. Aditionally, they focus on chosing carefully considered architectual buildings with a modern interior space to create an overall eye grabbing space for their customers.

Behavior- Because COS creates timless pieces, with high quality and affordable pricing customers are enticed to buy from the brand. Fashion bloggers, social media, and magazines show the customer many ways to style the clothing influencing the customer to want to buy as well. However, the customer loyalty for COS

SALES / PROMOTION

Cos promotes the concept of high quality detailed designs through afforadble prices making it attainable to the mainstream consumer. They aim to enter the middle market brand and eliminate luxury brands with their price point. Aditionnaly, according to the Business of Fashion, “Contrary to H&M ‘Fast Fashion” Cos creates two collections per year, each designed 18 months before it goes on sale.

Because architecutre is such a key factor for inspiration for COS they pay a lot of attention to window displays, interior and exterior layouts. Often, they source eye-grabbing furniture that fits their Scandanavian style creating a comfortable shopping experience for the customer. The unique displays, soothing environments as well as the COS magazines; which shows lifestyle and tips help create a unique bond between the brand and the customer; further increasing customer loyalty.

Cos also promotes a lot through instagram and their mobile app where they will tell customers and their following of new collaborations, pop up shops and runway shows. Furthermore, their runwayshows are also interactive where through the app you can take a photo of a look you like and buy it immediately. Their instagram also allows you to directly buy something from a photo they post, and will link you directly to their e-commerce site.

COS is also huge on collaborating with young designers and artists. At the 2017 Miami art basel event they comissioned Swine studios to build a 24-foot aluminum tree, that resembled a chandelier to emit soapy “blossoms” to the visitors entering the exhibit. Furthermore, visitors of the collaboration were given gloves that allowed you to manipulate the bubbles, and once they popped emitted soothing essential oils. Customers could also see the latest collection and other collaborations as they strolled around the exhibit, and were encouraged to take photos for instagram, further promoting the brand.

PERCEPTUAL MAP

High Price

High Quality

Low Quality

Low Price

COMPETITOR ANALYSIS J.CREW

Massimo Dutti

J, Crew, a direct competitor of COS is an internationally recognized omni-channel retailer. They use an interesteing blend of colors, bold prints and seamless details to create their unique fashion-forward designs.

Massimo Dutti, originally aimed at mens fashion is also a direct competitor of COS. Focused on urban, contemporary, practical designs for modern women,

CLUB MONACO

Club Monaco, an indirect competitor of COS, is a modern, elegant brand recognized by fashion influencers for its thoughtful designs, wearable pieces, fine fabrics and exceptional fits.

CUSTOMER PROFILE

Demographics- The average Massimo Dutti customer is a caucasian man or women ranging in age from 25 to 40 with an upper middle class income. Massimo Dutti appeals to a young professional man or women on the go in a cosmopolitan city as they focus on sophisticated, contemporary designs.

Psychographic- Playing gold or tennis, reading fashion magazines as a professional, independent individual is the typical customer for Massimo Dutti. Because they focus on creating sophisticated styles their customer would be one who is more mature, serious but would enjoy classy things in life.

Geographic- Massimo Dutti has more than 4,530 stores in 74 countires including Europe, America, Asia and Africa.