For my store observation I visited the fashion brand; COS (2007). COS is a contemporary fashion brand that take a modern take of fashion, using inspiration from modern art and design. For their clothing they take inspiration from the world such as architecture, photography, textiles and ceramics to create their collection. As well as collaborating with artists around the world to get a unique look. One of the main aims of the company is longevity, the company wants to ensure that the clothing that is created lasts over a long period of time. Adding the essence of timelessness to the brand. The fashion brand has several different stores located around the world. However, the brand have 9 special stores located in famous cities.
When going to the store I first began by looking at the promotion items within this store and this was different for each gender. For men it was knitwear jumpers and accessories, whereas for women it was female suits and midi-length jackets. In terms of the colour scheme used with the company’s items many of them had neutral colours such as white, brown, black, white and navy. However when going downstairs I found that there were many more products using more upbeat tones such as; blue and orange. The shapes of the garments were very basic in terms of the silhouette. However using the current oversized trend in many of their items. I think that one strength with the store was the organisation of the colours and the garments I instantly noticed that the store aimed to match up colours that compliment each other well. Staff members were also very specific on the positioning of certain items making sure that displays were symmetrical.
In terms of the price ranged from the cheapest item being £10 to their most expensive item being £100 making it affordable for people of from all market backgrounds. When in the store I noticed that there were also customers from different age groups too. For example during the time period I was in the store I noticed that the store received customers such as; young men aged 20-23, middle aged pregnant women aging between 25-35 and more mature audience of both genders aging 50-65 and onwards
From my observation, I think that the store holds a range of different qualities that allows them to reach out to various audience whilst still keeping their original goal and mind-set for the brand in mind. I think that artistic view and inspiration of the brand helps differentiate itself from other fashion stores.
Photo Gallery
Sofia M Fashion Blogg 