Analysis of the Evolution of a Brand Image

COS is an abbreviation of “Collection of Style.” It is owned by fast-fashion giant H&M but operates independently. A fashion brand for men and women who want modern, functional, high-fashion design with good quality at an affordable price. Offering reinvented classics and wardrobe essentials, we create pieces that are made to last beyond the season. Traditional methods and new techniques merge to form timeless, understated collections. Quality and detail is present in all areas of the brand, from our high level of customer service, to an enjoyable store environment and beautiful packaging. Since launching in 2007, we have opened stores worldwide in carefully considered locations, applying an architectural design concept that preserves buildings’ original features whilst creating a modern, welcoming space.

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