FBT Graduate Showcase 2026

Fashion Project: COS: Strategic Development Report

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All information presented here is the students opinions based on answering a particular brief.

Team Members:

Zhiyu Chen
Yisai Zhou
Xinyan Zhu
Lexuan Li
Hongxuan Wu
Mingyu Yan

Keywords

  • Revolution
  • Expansion
  • Integration

Summary

COS has established notable influence in the fashion market through its distinctive minimalist aesthetic and high-quality clothing. However, with the rapid rise of social media, this Swedish brand faces growing challenges, including fragmented consumer touchpoints, reduced precision in marketing communications, and difficulties in effectively delivering brand value.
This report aims to provide an in-depth analysis of COS’s performance and opportunities in omni-channel integration, digital contextual marketing, communication strategy, and advertising promotion. By addressing current gaps in consumer engagement and marketing effectiveness, the report proposes targeted strategies to enhance resource integration, thereby strengthening the brand’s competitive edge and long-term market influence.