COS Touch
A capsule collection under the COS brand created in collaboration with a team of emerging artists - fine art, graphics design, architecture - launched in pop-up stores resembling art galleries. Digital, interactive and immersive, featuring Beacon technology, virtual fitting rooms and social media synched photo booths. Also featured: branding proposal, mobile app proposal, snap & find technology and an interactive runway show. Research; Strategy; Analysis; Design; Layout; Integrated Marketing- Social Media, Branding, Experiential, Collaboration, Mobile, Digital;
Executive Summary
This report was commissioned to analyse the multiple factors involved in successfully launching and marketing a capsule collection under the COS brand. This report aims to clearly outline the product, the price, the distribution strategy, the positioning and the marketing strategy, amongst others, to create a clear and concise view of how this collection will be launched and how it is expected to perform in the current fashion climate.
The research draws attention to the increased spending confidence of the womenswear market that has been instigated by an increasingly stable economy as well as a shift in the dominant fashion
consumer demographic(Mintel).. The 24-35’s age group, that, according to Mintel, is forecasted to grow 7% over the next five years, has overcome the younger, 16-24, demographic as the main clothes shoppers. The change in consumers who are driving growth in the current fashion environment has created a shift in the fashion market (Mintel) and a trend for premiumisation can be observed.
The aim of the Touch collection is to further expand the COS brand as well as target a new, more affluent consumer in order to fully utilize the growth and sales potential this currently unsaturated market offers.
For full report see http://issuu.com/denitrozner