H&M Expands COS To Seize The Potential Of High-End Market And High-End Line Market.

Competition in the fashion industry is increasing.

The group has launched high-end brands to seize the market.

Following

After announcing the launch of a new brand in 2017,

The 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, design only two series a year, and the price is higher than the group's main brand H&M, the price of an ordinary coat is about 500 yuan, or more than H&M times.

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

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

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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 indicate that COS has done well in the past.

Data released by Euromonitor, a market research firm, showed 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 line; the other is to follow the line of consumer demand; the three is to influence the consumer's route by copying the style.

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