Retail Detail. Is H&M Going High-End? Second City Style Fashion Blog

February 14, 2007 • Shopping


According to today’s WWD, H&M, a company that’s become synonymous with low-priced fast fashion
is moving upmarket with COS ("Collection of Style")— a men’s and women’s clothing and
accessories collection that’s meant to last longer than a season.

will debut on March 16 in London. Six more stores — in The Hague; in
Brussels, and in Berlin, Hamburg, Munich and Stuttgart in Germany —
will open on March 30. Each store will span about 4,860 square feet.

the company declined to reveal further rollout plans, a spokeswoman
said: "We believe in COS, and we think it will work well in all the
markets where H&M operates. But for now, we’re focusing on the U.K.
and Europe."

COS prices will be double those at H&M, and
will range from $25 for a jersey top
to $50, for a jersey dress.

While the stores will have new product delivered daily, Bay said, the
merchandise will not be based on a quick reaction to street or runway
trends. Rather, it will be a collection of classics.

The line comes with a full range of
accessories, including scarves, bags, shoes, belts, sunglasses, ties
and jewelry which will be produced in-house. In addition, the
designers are looking to partner with a footwear brand to make a COS


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