Branding project

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Branding project

  1. 1. Branding Project: Ellinor Lindqvist Christina Costa Sabine Kodu
  2. 2. IndexContext……………………………………………………………………Page 3Environmental Scan………………………………………………. ……...Page3Objectives ………………………………………………………… …….Page 4Strategy ………………………………………………………………......Page 4Audiences …………………………………………………………..…… Page 6Messages …………………………………………………………………Page 6Tactics…………………………………………………………………… Page 7Customer Analysis…………………………………………………….… Page 8Internal Analysis……………………………………………………….…Page 8Competitor Analysis………………………………………………...……Page 8Functional Analysis…………………………………………….……….. Page 9Economic Analysis…………………………………………………….…Page 9Relational Analysis………………………………………………...……Page 10Morphologic Analysis………………………………………………...…Page 11Bibliography…………………………………………………………….Page 12. 2
  3. 3. ContextIn March 2007 H & M started the brand Collection of style, COS. The chain is aproject created by the chairman of the brand Stefan Perssons son Karl Johan. It is hisfirst project within the H &M group. COS is an independent brand and even though itis a part of the group it doesn’t have any visible link to the Swedish brand H & M.The store concept is to produce a collection of luxurious men and womens clothing.The idea is to offer high fashion with high quality fabrics, finish and fit at anaffordable price.“Where the H & Ms prices stop COSs prices take over. But it will still be highquality at a good price," said Jenni Tapper-Hoel, press contact at H & M in 2007.COS launched their first store in London and the same year they opened a dozen otherstores around the Europe, they have chosen locations like Belgium, France, Germanyand Spain. Today there are 39 stores and the company has plans to open even more.Environmental ScanSince COS is part of the H & M group they certainly have the recourses andexperience to make it in the saturated fashion market. The production, distributionand logistics are done thru coordination with H & M. The collections are created byCOS´s own selection of young designers and buyers. The store locations are carefullychosen and you can find COS at the most coveted addresses in major cities. Thismakes it easy for customers to find the brand and is a one of its success factors.H & Ms has decided to launch COS as an independent brand with no visibleconnection to the source. This of course has an impact on the consumer perception ofthe brand. A study done by students at Lund’s University of economics in Swedenshowed results that consumers are positively influenced by H & Ms choice of movingto a House of Brands and launch COS as a standalone brand. In this article the resultalso shows that the invisible, but clear link is a key success factor. 3
  4. 4. Media say that the COS, is H & M s attempt to go upmarket. Insiders say it’s anattempt to reposition itself after slow sales caused by fierce competition in the"budget" market from the likes of Primark, Tesco and George at Asda. According toH & M their success lies in their product and what they are offering customers- highquality fashion at affordable prices. Of course they have a great marketing andcommunications departments that know how to sell “ the lifestyle of COS” tocostumers. Because this is a lot of what the brand is about. In their stores they displaya classic, smart and luxurious style as well as in their own magazine and the garmentsthat they sell.ObjectivesThe creation of the brand COS is H & Ms attempt to reach a more upscale market.Their focus has earlier been to produce and sell fast- fashion and cheap clothes. COShas a more grown up style of clothing than the bargains that H & M are offering.The H & M group’s objectives are to create a high street brand and to supplycustomers with classic clothes with contemporary cuts.Todays consumers are becoming more quality conscious and long-term in theirbuying habits. H & M has created COS to meet this consumer trend. The obvious goalis to reach customers and to sell their product.StrategyCOS is using an interesting strategy to enter into a market that had seemed to begoing downgrading, the middle market; that is where brands such as Miss Sixty,Guess, Levis, Diesel, Massimo Dutti are positioned. The concept on which the brandis based gives another meaning to fashion. The COS collection combines the art ofdetails with affordable prices and their business concept is: "fashion and quality at thebest price", not forgetting about quality in terms of the fabrics, fit and finishing.COS (Collection of Style) combines the meticulous focus and attention to detail ofready-to-wear design with down to earth pricing; making aspiring fashion attainable 4
  5. 5. to the mainstream. After H&M made the successful collaborations with KarlLagerfeld, Stella McCartney and Viktor & Rolf it’s no surprise the chain reveals thisnew, design-driven concept with an affordable price tag: haute fashion on the highstreet.The latest trends show an increased interest in ethical products, and purchasingdecisions are not based purely on price. According to trendwatching.com ourshopping behavior becomes increasingly "hourglass formed . Consumers todaychoose to buy either expensive or cheap products. H & M are following this trend byoffering products in both of these categories. There is a growing quality and priceconsciousness among fashion consumers. The quality-conscious consumers adeveloping audience in today’s society and has become an important target forbrands.COS basically wants to enter the middle market brands with their prices and at thesame time they want to eliminate the luxury brands with their quality. As a store theyhave the chance to grow geographically; set more franchises around the world, butthey still want to keep their exclusivity. The future plans are to open their first COSstore in Sweden this summer, the brand believes that COS will suit the Swedishcustomer well. This will be the first store that will be carrying the whole collection forwomen, men and children. 5
  6. 6. AudiencesWhen referring to the public or audience that COS stores wants to approach weclearly see its target. COS is definitely the “future of style for the man on the street”.Someone who will wear COS, is someone who seeks not only for style and form, butalso for upgraded quality. Someone with culture, who understands design maybe alittle of architecture, conservative and simple when it comes to dress code but at thesame time with a touch of being edgy in trying new forms in style.In an article by Winston Chesterfield, “COS Stores: Style and Quality finallyAffordable”, he talks about COS as being “a revelation for fashion, because it doesnot seek to clothe average man on the street, but rather seeks to appeal todisenchanted man of style, the dandy without a tailor.”In the other hand the head of COS menswear design described that the brand “calls tomind a modern man with a big city mindset, who understands and definitelyappreciates good style and great quality.”After analyzing all these and observing the people who enter and approach the store,we get a clear image of who are the audiences of this brand; an interesting marketwith a futuristic vision of fashion.MessagesWhen talking about COS as communicating with the audience, we do not see a lot ofpromotion. Jose Guerrero, expert in Communication and Media, confirms this bysaying that, “COS is basically dealing with catalogues and web communication asmajor visual references. They do not use ads, TV or any other major publicity, butthey do use their stores and create major scenarios for their lifestyles, with greatinterior decoration and window-displays.” And all these are true, as a matter of factthey communicate through their website where they not only show interesting imagesof their collection, looks and campaign but also have photos of their spaces and aMagazine who hosts them.Interacting with their photos we see that they are quite personal, artistic and pure. Bythis we understand that COS wants to transmit that their pieces are constituted byneat, clean and modern silhouettes. 6
  7. 7. The brand also emphasizes the spaces in the store. In their website they expose manyimages of the interior of their stores around the world. Interior design seems to beimportant in their way of communicating with the public; everything is organized bycolors and as you step in you notice how everything has been thought about. Black,white and grey prevail in their collections giving a sober and interesting air. Stores arenot decorated equally; when you enter a store in Denmark or Toulouse you will noticethat the spaces, lightning is different. This is what they want to project, they are aninnovating brand and even though they are throughout the world they know how toadapt to their environment, they want a costumer to feel comfortable, like at homewhen choosing a garment. They want the costumer to go visit the store so that thereis a closer connection with the brand, because that is where all the experience is,within the store.Everything is so neat and well set, with a lot of illumination that you just feelcomfortable knowing that quality is insured. They know how to connect architecturedesign and fashion, because everything as a whole seems to be coherent. But mostimportantly they know how to communicate with the audience in a more personalway, offering customers a closer relationship with the store and brand itself.TacticsCos purchase their products from around 60 suppliers, which are located primarily inEurope and some in Asia. The products are manufactured under good workingconditions and the brand has a code of conduct. The code is based on ILO´s coreconventions and the Convention on the Rights of the Child, it includes the followingsupplier requirements: - compliance with local labor law-statutory pay and workinghours- the right to organize and bargain collectively-a ban on child labor-a ban ondiscrimination-a ban on forced labor-health and safety in the workplace – compliancewith local environmental legislation. All products sold under the COS brand name arecovered by the code of conduct. All suppliers of garments and other products that bearthe COS brand commit to our code of conduct. When suppliers sign the code ofconduct, they also agree to an undergoing audit. This means that COS can conductannounced or unannounced audits at any time. 7
  8. 8. Customer AnalysisSomeone who will approach COS will probably be around 25 up to 50 years old. Thestyle of the brand doesn’t really appeal to the younger audience. The garments areclassic and even though the brand follows trends it isn’t that “trend conscious” asother brands. COS is more about the classic cuts and design. Something that is moreinteresting for a more mature crowd."It is fashionable essentials, reinvented classics and the latest trends," says RebekkaBay COSs former women’s wear designer. The customer is probably interested indesign, culture and fashion.What separates a COS brand consumer from everybody else is that one seeks for styleand form rather then cheap slogans and throwaway fashion. What motivates thecustomer to buy from COS is that they are offering a lifestyle, you can find acoherence in the way the website, magazine and stores are portrayed. This gives thecustomers a feeling of belonging and satisfaction.Internal AnalysisCos is a rather new brand and doesn’t have that much history. The brands heritage islinked to H & Ms past. The brands values are clear they want to offer a product thathas been produced under good conditions. The quality of the garments is also veryimportant as well as the design.The characteristics they require for employing is people who are full of energy, havegood communication skills, fast paced but detail oriented and lively interested infashion, design and lifestyle. Basically someone who is willing to make the customersday.Competitor AnalysisPrice wise competitors could be brands like Miss Sixty, Guess, Levis, Diesel andMassimo Dutti. What sets COS apart from these brands is their sense for design andhigh standard in their products. In terms of brand image they compete with brandslike Fillipa K and even Acne. Their vulnerability could be that the product they areoffering has a longer lifecycle and that may cause customers to not come back sooften in search of new garments. 8
  9. 9. Cos is a new band and doesn’t have an established customer base while other brandsmay have more loyal customers. The fact that the brand is part of the H & M groupcould be a weakness. COS is selling a lifestyle that is about design and quality thebrand image of H& M isn’t really about these topics. When unknowing customersrealize the truth the brand may not have the same value for them.Functional AnalysisThe relation between the brand image and the product are very close. H & M didn’tthink that their new concept could fit under their existing brand and decided to insteadbuild it from scratch. One of the reasons for this is that customers should not associateCOS with the brand values that H& M have. The new brand should represent quality,design and timeless pieces. These words don’t really come to mind when you arethinking about H & M.When building the brand image everything is carefully thought out. The image of thebrand is displayed thru the design of the stores, the employees that work there and theservice that they offer. Their website and magazine sell a lifestyle that attractscustomers. The product they are selling is part of this lifestyle so the image of thebrand and what they are offering are very close to each other.Economic AnalysisCOS is all about high fashion with good quality at an affordable price. Any costumerwho approaches the brand knows that according to costs; COS is not an expensivebrand since it offers well done clothes made of high standard fabrics offering anexquisite and unique style.Their garments lie between 39 Euros and 300 Euros that in our opinion are affordableand appealing.Price examples women:Dresses: From €49.00 to €79.00Shirts: From €29.00 to €39.00Blazers: From €79.00 to €125.00Trousers: From €49.00 to €79.00 9
  10. 10. Skirts: From €49.00 to €69.00Jeans: €69.00Party dresses: From €79.00 to €125.00Outerwear: From €79.00 to €225.00Leather bags: From € 125.00 to €250.00Price examples men:Suits: From €250.00 to €350.00Shirts: From €39.00 to €49.00Trousers: From €59.00 to €69.00Cashmere jumpers: €99.00Jeans: €69.00Party waistcoat: €69.00Outerwear: From €175.00 to €190.00 Shoes: €99.00Relational AnalysisThe brand does not appear inmedia that much, they don’t useads in magazines or TV. COS areusing their stores as scenarios fortheir lifestyle, they are displayingtheir image thru the window-displays. Music, light, scent andthe overall design of the store is away to communicate with people. Inside Cos store Passeig de Gracia, BarcelonaThe stores have comfortable areas with sofas and armchairs, they offer selected booksand journals and provide a relaxed atmosphere. Thru creating a positive atmospherecustomers will respond in a good way and understand the culture of the brand. Theywill have an understanding for the lifestyle that the brand is trying to transmit.In their magazine the band writes about interiordesign, creative people like photographers, vogueeditors, musicians. There is a section in their siteunder the category things were you find tips aboutphotography books, artists and blogs. These peopleand different things al fit in under the brands style. 10
  11. 11. Morphologic AnalysisAs mentioned before Cos don’t use any major publicity. If you want to enter the presssection of their webpage you will have to send a mail to the company asking for apassword. There is and has been a lot of secrecy around the brand. The Secrecy hashad a positive effect and created curiosity and expectation amongst people.This has led to rumor speeding and a discussion around H & Ms new concept. Wordof mouth has played an important part in their marketing. Instead of using the morecommon ways of marketing they are using other ways to communicate withcustomers. Their catalogues, magazine and website informs us about the spirit of thebrand. The photos in them are artistic and quite personal. Instead of having a big logoCOS is more subtitle something that can bee seen in their website.To have good locations forTheir stores are part of the strategy since they are using their stores as the mainadvertisement for their brand. People will easier find their locations and the windowdisplays will attract customers. They have stores located at the best addresses aroundEurope. The flagship store was opened on Regent Street, in the heart of Londonsshopping district. William Russell a well-known architectthat also designed stores for Alexander McQueendesigned it.The design of the stores is influenced by mid-centurymodern Scandinavian design. According to WilliamRussell’s it is a reflection of his own love of Scandinaviandesign and H&M’s corporate home Sweden. The clean,modern design of the stores sets the tone for COS as abrand.The design is important also for the shopping bags. Theyfunction as advertisement for the brand. Even if theydon’t always have big logos the design itself attracts fashion conscious people 11
  12. 12. Bibliographyhttp://www.fashionbeans.com/collections/cos-clothing-the-future-of-high-street- menswear/www.cosstores.com/http://www.hm.com/fi_sv/finansiellinformation/pressmeddelanden/__prfashion.nhtml?pressreleaseid=388http://www.catwalkqueen.tv/2006/11/shiny_tv_at_hm_.htmlhttp://www.mensflair.com/shopping-guide/cos-store-style-quality.phphttp://pentagram.com/en/new/2007/03/new-work-cos-collection-of-sty.phphttp://www.hm.com/gb/press/pressreleases/__prfashion.nhtml?pressreleaseid=388http://www.monocle.com/sections/design/Web-Articles/HMs-Collection-of-Style/ 12

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