H&M Expands COS To Seize High-End Market Vacancy

Competition in the fashion industry has intensified, and fast fashion groups have launched high-end brands.

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Following the announcement of H&M's new brand in 2017, the Swedish fashion brand group announced that it will launch a global expansion plan for its brand COS.

The plan proposes that the H&M group will complete the expansion of 36 COS stores worldwide by the end of this year.

In the first half of this year, COS has increased 9 stores, and the remaining 27 are gradually planning sites, including 7 new stores in Asia.

It is understood that COS positioning minimalism style, high street fashion, only two designs a year.

And the price is higher than that of the group's main brand H&M. The price of an ordinary coat is about 500 yuan, or more than H&M.

At present, the fast fashion brand group has relatively few high-end lines, and is considered to have greater market potential.

At present, most of the world's fast fashion retailers such as Forever 21 and Uniqlo are rarely involved in high-end high street fashion. Only ZARA group owns Massimo Dutti.

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H&M also admits that accelerating the opening of stores is to cater for the existing market.

In fact, the data also showed that COS's previous performance was not good.

Euromonitor, a market research firm, released

Shows that from 2009-2014 years, COS's contribution to H&M group's performance increased from 1% to 3%, and sales increased from 132 million US dollars to 625 million US dollars.

Yang Dayun, President of Cci Capital Ltd, also said that the development of the fashion industry has three routes: one is to adhere to the original route; the other is to follow the line of consumer demand; three is to copy the original route through three.

The way it affects consumers' route.

COS is obviously the second type. In the design of relative individuality, it follows the needs of consumers.