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Team Members:

Di Cao
Lian Lyu
Luyao Zhang
Xinyu Shi
Zhen Ye

Keywords

• Differentiation
• Emotional Resonance
• Digital Activation

Summary

COS has built a strong position in the accessible premium market through minimalist design, refined quality and a coherent brand identity. However, in an increasingly crowded premium-minimal segment, admiration does not always translate into preference or purchase. This project argues that COS should sharpen its differentiation, build stronger emotional resonance and activate its digital presence more effectively. By strengthening storytelling, cultural relevance and consumer engagement, COS can evolve from a respected minimalist label into a more distinctive and memorable premium lifestyle brand.