One of the most stylish brands in the mass market segment may soon open in Moscow. COS clothing has long gained popularity all over the world. What is the secret of these unremarkable, at first glance, items of clothing and accessories?
COS brand history
The Swedish brand is part of Europe's largest clothing retailer, the H&M Group. Founded in 2007. The brand name COS is an abbreviation for Collection Of Style, which translates into Russian as "a stylish collection." It was conceived as a collection of high-quality, stylish basic items of a segment above the main brand of the H&M group. The line of models is aimed at those who do not have enough H&M quality or their clothes do not seem so stylish, but at the same time there is no opportunity to afford luxury.
Among all the brands of the group, this is the most expensive, its price is already on the threshold of prices for a luxury item. If translated into rubles, then this is an average of about 7,000 per piece of clothing. The quality of fabrics, patterns and originality of models are also at a decent level.
Attitude towards the brand in the world
COS clothes are respected both in Moscow and around the world. The clothes are sewn from high-quality, wrinkle-resistantmaterials, threads never stick out, and the seams are always even, unlike the more affordable H&M brand of the same group.
The peculiarity of the clothes of this brand is also that on hangers it looks inconspicuous, like a plain rag. Those who are unfamiliar with COS can pass by, but as soon as you put the thing on yourself or on a mannequin, it immediately begins to “play”. The patterns are thought out to the smallest detail, and the decoration of a piece of clothing from COS is often the way it fits the figure, what kind of folds are created. The assortment in stores in different countries may differ, it all depends on the difference in mentality.
Concept
The brand concept is minimalism, clear lines, discreet colors, thick fabrics and graphics. Sometimes the graphics of models reach the avant-garde, but never to the point of absurdity. All things can be called basic and skillfully combine them with clothes from other brands. Many see COS as similar to the Céline luxury segment in the models.
Dresses with ruffles and floral prints are not to be found here. The style of COS is futuristic, and the dresses are decorated with geometric lines. You rarely see prints on COS clothes, and if you do, they are very unusual and original. Often, original prints are used on the lining of a model that is outside the monochromatic range.
The brand also has a men's line, which is ideal for the office or every day. Bags, belts, gloves and other accessories can be found there.
Clothes for children are provided only from a year old, the style resonates withadult lines, so that in the COS store you can find clothes for the whole family, except for babies.
Even the way the models on the posters of the brand COS look like, evokes thoughts of science fiction films about the future. Looking at these photos, you imagine that people of the future will dress like this - simple, unusual, but tasteful. COS clothes in Moscow should take root perfectly, because the residents of the capital are already tired of uncomfortable and catchy outfits, they really want stylish simplicity.
COS stores in Moscow
There are no such stores yet. Since 2015, brand representatives have said they plan to open the first physical COS clothing store in Moscow. But it is already the beginning of 2018, and so far this has not happened. The fact is that the H&M Group faced difficulties. Since the brand is not cheap, and the crisis has come to Russia, they are afraid that the demand will not be as high as they expect. Representatives said that in order to open a COS clothing store in Moscow, they need to fulfill three conditions at once:
- Found a place that perfectly advises the brand concept.
- Enough audience interested in the brand concept.
- Citizens have a stable financial situation.
But the biggest difficulty is not in the unstable financial situation (people in Moscow have a good purchasing power), but in the fact that there is no suitable premises yet. The store should be located in a prestigious location and be huge, but no such premises have been found in Moscow yet.
Now the H&M Group is represented in Russia by two out of six existing brands, but there are plans to introduce all six. It's a matter of time and the right moment. Whether the next COS or some other will not be decided yet.
According to rumors, the flagship COS clothing store in Moscow may be located at addresses near Kuznetsky Most, Petrovka or Stoleshnikov lane. But according to other rumors, the proposed premises did not suit the H&M Group.
So far, COS clothes can be ordered online or purchased in Europe: in France, Hungary or Sweden. At the beginning of 2018, COS clothing stores are open in 36 countries around the world.
