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 seemingly unremarkable items of clothing and accessories?
COS brand history
The Swedish brand is part of the H&M Group, the largest retail clothing company in Europe. It was 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 things of a segment above the main brand of the H&M group. The line of models is aimed at those for whom the quality of H&M is not enough or their clothes do not seem so stylish, but at the same time there is no way to afford luxury.
Among all the brands of the group, this is the most expensive, its price is already on the verge of prices for a luxury item. If converted to rubles, then this is an average of about 7,000 per item of clothing. The quality of fabrics, patterns and originality of models are also at a decent level.
Brand attitude in the world
Respect clothing company COS and in Moscow, and around the world. Clothing is made of high-quality, crease-resistant materials, 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. Someone unfamiliar with COS may pass by, but if you put a 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 an item of clothing from COS is often how it fits in the shape, which creases are created. The assortment in stores in different countries may vary, it all depends on the difference in mentality.
Concept
The brand concept is minimalism, clear lines, discreet colors, dense fabrics and graphic. Sometimes the graphic design of models comes to the vanguard, but never to the point of absurdity. All things can be called basic and skillfully combine them with clothes of other brands. Many see COS as being similar to the Céline luxury segment.
Dresses in ruffles and floral prints are not found here. COS's style is futuristic, and the dresses are decorated with geometric lines. Prints on COS clothing are rare, and if you meet them, they are very unusual and original. Often, original prints are used on the lining of the model, which is outside the monophonic scale.
The brand also has a men's line, which is ideal for the office or for every day. Bags, belts, gloves and other accessories can be found there.
Clothing for children is provided only from a year, the style has something in common with adult lines, so in the COS store you can pick up clothes for the whole family, except for the kids.
Even the way the models look on COS brand posters inspires thoughts about science fiction films about the future. Looking at these photos, you imagine that the people of the future will dress like that - simply, unusual, but with taste. COS clothing 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, representatives of the brand have announced that they plan to open the first physical COS clothing store in Moscow. But now is the beginning of 2018, and so far this has not happened. The fact is that the H&M Group has encountered difficulties. Since the brand is not cheap, and the crisis has come to Russia, they are afraid that demand will not be as high as they expect. Representatives said that they need to fulfill three conditions at once to open a COS clothing store in Moscow:
- Found a place that ideally advises brand concepts.
- Enough audience interested in the brand concept.
- Stable financial situation among citizens.
But the biggest difficulty is not in the unstable financial situation (people in Moscow have good purchasing power), but in the fact that there is no suitable room yet. The store should be in a prestigious place and be huge, but in Moscow so far no such premises have been found.
Now the H&M Group is represented in Russia by two of the six existing brands, but plans to present all six. It is a matter of time and the right moment. Whether it will be the next COS or some other one has not yet been decided.
According to rumors, the flagship COS clothing store in Moscow may be located at addresses in the Kuznetskiy Most, Petrovka or Stoleshnikov Lane areas. But according to other rumors, the proposed premises did not suit the H&M Group.
While COS clothing can be ordered in online stores or purchased in Europe: in France, Hungary or Sweden. At the beginning of 2018, COS clothing stores were open in 36 countries around the world.