COSCOSAW|15

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C O L L E C T I O N O F S T Y L E

C O S AW15

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C O N T E N T S

4 - 5 BRAND ETHOS

COLLECTIONS1 4 - 1 5

CORE COLOUR1 8 - 1 9

DETAILS & MATERIAL2 0 - 2 3

RETAIL8 - 1 1

3 2 - 3 5 A S P I R A T I O N A L B R A N D3 6 T A R G E T C O N S U M E R

2 6 - 3 1 BRANDING

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AN ABBREVIATION OF “COLLECTION OF STYLE”, COS LAUNCHED IN 2007 WITH THE INTENT TO PRODUCE GARMENTS THAT ARE HIGH END DESIGN AT AFFORDABLE PRICES FOR MEN WOMEN AND KIDS.

THE BRAND ETHOS IS STYLE OVER FASHION, INFINITE FUNCTIONAL DESIGN THAT LIVES BEYOND THE SEASON. FUSING TRADITIONAL METHODS WITH NEW TECHNIQUES AND INNOVATIVE FABRICS, THE BUILD UPON SIMPLE IDEAS IT IS THIS THAT DEFINES COS COLLECTIONS.

SATISFYING THE DESIGN NEEDS A VAST TARGET CONSUMER RANGE, RANGING FROM 18-32, COS HAS SOMETHING FOR EVERYONE.

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C O S AW15

R E T A I L

C O S AW15

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R E T A I L

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C O S AW15

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AMONGST THE CORE COLOURS, THERE ARE FLASHES OF THE VIBRANT FASHION COLOURS THAT CHANGE EVERY SEASON, WHICH MAKES THE GARMENT PRESENTATION UNIQUE AS IT IS COLOUR BLOCKED AND COORDINATED ACCORDINGLY.

A SIMPLE FLOOR PLAN, COS STORE HAS A VERY CALM BUT EXCITING ATMOSPHERE, THE GARMENTS ARE PLACED ALONG THE WALL WHICH MEANS THE CUSTOMER CAN SEE EVERY GARMENT AT PANORAMIC VIEW. THE STORE IS DIVIDED IN ITS CONCEPTS; THE LATEST COLLECTION IS PLACED RIGHT ABOVE THE STAIRS SO IT IS THE FIRST THING THE CUSTOMER SEES.

COATS|JACKETS£59-£175

TOPS£15-£79

KNITWEAR£39-£125

ACCESSORIES£12-£150

COS PROVIDES A VARIETY OF HIGH QUALITY AFFORDABLE PRODUCTS, CATERING FOR MENSWEAR, WOMENSWEAR AND ALSO A KIDS LINE. THE MENSWEAR LINE IS MUCH MORE FOCUSED ON THE DETAIL AND THE FUNCTION OF THE GARMENT. EACH GARMENT IS ABLE TO WORK AS A SEPARATE PIECE, WHICH CAN FIT IN TO ANY OUTFIT.

PRICE POINTS

C O S AW15

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TAILORING£79-£190

SHOES£79-£125

A KEY GARMENT FOR COS IS THE TAILORED SUIT, COS HAVE MADE THE TRADITIONAL SOPHISTICATED SUIT MORE FITTING WITH THEIR TARGET CONSUMERS WARDROBE, BY ADJUSTING TO A MORE COMFORTABLE STYLE, THE SUIT BECOMES MORE PRACTICAL.

C O L L E C T I O N S

C O S AW15

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C O L L E C T I O N S

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SS14COS

THE SS14 COLLECTION, IS THE CURRENT COS SEASON, THE COLLECTION IS A COMBINATION OF SAFARI SCHOOL BOY INFUSED WITH SPORTSWEAR REFERENCES. THE SHIRTS ARE MINIMAL BUT THAT CLASSIC SILHOUETTE. THE COLOUR PALETTE IS SOFT BUT IT’S REFRESHING AND LIGHT. THE FABRIC QUALITY RANGES BUT NEW INNOVATIVE FABRICS SUCH AS THE GRID TWO-PIECE GIVE THE COLLECTION AN ATTITUDE.

C O S AW15

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AW13COS

THE AW13 COLLECTION WAS A DARKER COLLECTION WITH A SPLASH OF THIS BLUE-GREY SHADE. THE COLLECTION AS COMPLETED WITH FUNNEL JACKETS WITH TIPPED HEMS, ELONGATED TAILORING, AND SHORTENED HEMS WITH LONGER SLEEVES; THE KEY COMPONENT THAT BROUGHT THE COLLECTION TOGETHER WAS THE VARIATION OF LAYERS.

C O R E C O L O U R

C O S AW15

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C O R E C O L O U R

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COS CORE COLOURS FOCUS ON WHITE/GREY/BERRIES/BLUE.

THE WHITES EACH SEASON CARRY A DIFFERENT UNDERTONE DEPENDING ON THE INSPIRATION.

CORE COLOURS

C O S AW15

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GREY’S ARE CHANGED TO FIT THE SEASON, FOR AW GREYS WILL BE COLDER, FOR SS GREYS WILL BE WARMER.

BLUE SOMETIMES FEATURES MORE THAN ONCE PER COLLECTION, THE MAIN USE IS OF NAVY BUT OTHER BLUES VARY.

THE BERRIES ARE THE PURPLE BASED, THE BERRIES VARY FROM EACH SEASON, COS USES THIS CORE COLOUR MORE FREELY.

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COS KEEPS THEIR DETAILS SUBTLE, NOTHING IS EVER OUT OF THE BRANDS CHARACTER. THE MAIN DETAIL COS EXPERIMENT WITH IS SEAM PLACEMENT. COS HAVE FOUND A WAY OF KEEPING THEIR DESIGN ABOUT STYLE BY CARRYING A MINIMALIST APPROACH TO GARMENTS.

DETAILS

C O S AW15

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DETAILS

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MATERIALS

FOR OUTWEAR, COS PRIMARY FABRIC IS COTTON. THE COTTON PROPERTIES VARY FROM WAX, COATED TO WATERPROOF. COTTON MIXES AND POLYESTER ARE USED FOR LIGHT-WEIGHT GARMENTS.

WOOL IS USED FOR THE TAILORED GARMENTS, HOWEVER NON-TRADITIONAL FABRICS SUCH AS COTTON CANVAS ARE USED WHICH GIVES THE GARMENT MORE WEAR ABILITY.

EMPHASIS ON THE USE OF PIMA COTTON FOR JERSEY BASICS INCREASES THE LEVEL OF QUALITY, BUT ALSO ADDS LUXURY TO THE GARMENT.

C O S AW15

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MATERIALS

EXPERIMENTATION OF DIFFERENT CHAMBRAY WEIGHTS AND COLOUR,

LUXURY KNITWEAR, VARYING FROM HEAVY KNIT TO FINE KNITTING. ALPACA, MERINO, CASHMERE THE QUALITY AND STAND OF THE GARMENT IS ALWAYS IMPORTANT.

FOR THE LEISUREWEAR HIGH QUALITY COTTON MIX SWEATSHIRT IS USED TO KEEP THE STANDARD.

B R A N D I N G

C O S AW15

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B R A N D I N G

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COS BRANDING IS COMPLIMENTARY TO THEIR STYLE AESTHETIC , KEEPING IT MINIMAL AND INFORMATIVE, EVERY DETAIL FROM THE HAND STITCHED BACK NECK LABEL TO THE GARMENT INFORMATION IS WELL CONSIDERED.

C O S AW15

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THE BRAND ETHOS IS CONSISTENT THROUGHOUT, HIGH QUALITY RETAIL BAGS, WITH “COS” PRINTED SIMPLY BUT EFFECTIVELY. EVEN THE HANGERS A FUNCTIONAL, CATERING TO BOTH TOP AND TROUSER GARMENTS, COS REALISES IT’S ABOUT THE LITTLE THINGS.

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CONCEPT STORE SS13COS

COS CONCEPT STORE, A COLLABORATION WITH DESIGN COMPANY BONSOIR PARIS. THE MINIMALIST POP-UP STORE WAS IN MILAN, ITALY, THE COLLECTION WAS FOR THE ANNUAL SALONE DEL MOBILE FURNITURE SHOWROOM EVENT. THE MAIN INSPIRATION AN ATOM, WHICH SHOWED A MIX OF GEOMETRY AND SIMPLICITY.

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THE CONCEPT STORE WAS A FORM OF BRANDING FOR THE COS SS13 COLLECTION, THAT COLLECTION WAS VERY MINIMAL AND STRIPPED BACK TO SIMPLE SILHOUETTE, THE EMPHASIS WAS ON GARMENT DETAIL AND FUNCTIONALITY.

COS BRAND ETHOS COMPLIMENTS THE SWEDISH MINIMALISTIC STYLE. EVERY SEASON COS RE-INVENTS DIFFERENT WAYS OF MINIMALISM.

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CAMPAIGNSS13

C O S AW15

EACH CAMPAIGN IS TIMELESS, REFRESHING AND EXCITING. THE BRAND PROVES THEY KNOW TO COMMUNICATE WITH THEIR WIDE RANGE OF CONSUMERS

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SS14

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RAF SIMONS

INSPIRED BY THE SUBCULTURE YOUTH, RAF SIMONS COLLECTIONS ALWAYS CAPTURE A SOMEWHAT REBELIOUS YOUTH. ICONIC BOXY SILHOUETTES & INNOVATIVE DETAILS ARE STAPLE EVERY SEASON, COLOUR PALETTES ARE KEPT REFRESHING & EXCITING USING DIGITAL AND SCREEN PRINT. DIFFERENT AREAS OF ART ALSO SERVE AS SOME OF THE INSPIRATIONS BEHIND COLLECTIONS.

SS14

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ACNESTUDIOS

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SS14

ACNE PUSHES THE BOUNDARIES BY BEING EXPERIMENTAL, WITH PROPORTION AND MANIPULATING CONSIDERED FEMININE SILHOUETTE AND MAKING IT MASCULINE. THE MENSWEAR COLLECTION CAN BE VERY ANDROGYNOUS BUT BEYOND THAT THE ATTENTION TO DETAIL AND FABRIC USAGE IS WITHOUT A MISS, EACH COLLECTION IS UNIQUE AND DIFFERENT TO THE LAST. THE COLOUR DISTRIBUTION IS PLAYFUL, ACNE STUDIOS NEVER HAS A MONOTONE COLLECTION, EACH SEASON IS EXCITING IN A COMPLETELY DIFFERENT WAY TO THE LAST.

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TARGET CONSUMER

A REPRESENTATIVE OF YOUTH CULTURE, HE IS ABLE TO COMBINE TRADITIONAL PIECES WITH URBAN ATTIRE IN TO HIS EVERYDAY WARDROBE. HE IS “URBAN SOPHISTICANCE” HE IS YOUTHFUL AND APPRECIATES THE QAUILTY OF THE PRODUCT. HE’S AMONGST BUSY PEOPLE AND LEADS A BUSY LIFESTYLE, BUT HE ALWAYS TAKES A PAUSE AT SOME POINT IN HIS DAY BECAUSE HE LIKES TO MAKE SURE HIS FEET ARE ON THE GROUND. HE’S STYLE IS MUCH MORE RELAXED AND ABOUT FEELING COMFORTABLE BUT STILL LOOKING GOOD.

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37ME L L I S A H M A F U K E N I