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Team Members:

Yating Wei
Zhihan Li  
Xuefei Lyu  
Yirong Zhu
Mi Zhou  
Fanqi Shang

Keywords

• Transparency
• Longevity
• Connectivity

Summary

This project analyses COS’s market positioning as a premium high-street brand, identifying core issues across consumer insights, brand consistency, product performance and digital touchpoints. Research reveals that while COS has established brand recognition for ‘minimalism, quality and long-term wardrobe value’, consumer perception of these values remainsinconsistent, particularly regarding material sustainability. Moreover, these values have not been fully translated into a cohesive brand experience that is visible, tangible, and sustainably engaging. Consequently, this project proposes a strategic direction centred on extending lifecycle value. Without diluting the brand’s minimalist ethos or deviating from core consumer needs, it aims to enhance brand credibility, customer loyalty, and long-term sustainable growth capacity by improving product transparency, integrating lifecycle services, and strengthening omnichannel engagement.