H&M Expands COS To Seize The High-End Market And The High-End Market Has Huge Potential

Competition in the fashion industry is intensifying, fast fashion The group has launched high-end brands to seize the market. Subsequent H&M After announcing the launch of new brands in 2017 Sweden The fashion brand group also announced that it will carry out a global expansion plan for its COS brand.

The plan proposes that H&M Group will complete the expansion of 36 COS stores worldwide by the end of this year. In the first half of the year, COS has added 9 stores, and the remaining 27 stores are gradually planning to be located, including 7 new stores in Asia. It is understood that COS is positioned as a minimalist style and high street fashion. It only designs two series every year, and the price is higher than that of the main brand H&M of the group. The price of an ordinary top is about 500 yuan, more than twice that of H&M.

At present, there are relatively few high-end lines in the fast fashion brand group, which is believed to have greater market potential. At present, such as Forever 21. Uniqlo and other major fast fashion retailers in the world rarely set foot in the high-end high street fashion field. Only the ZARA Group owns Massimo Dutti High End brand H&M also admitted that accelerating the opening of stores is to cater to the existing market. In fact, the data also shows that COS has performed well before. According to data released by market research company Euromonitor, from 2009 to 2014, COS's performance contribution to H&M Group increased from 1% to 3%, and its sales increased from $132 million to $625 million.

Yang Dayun, President of UTA International Brand Investment Management Co., Ltd., also said that the development of the fashion industry has three lines: first, adhere to the original line; Second, follow the route of consumer demand; The third is to influence consumers' routes by copying styles. COS is obviously the second type, which follows the needs of consumers in the design of adhering to relative personality.