An interesting analysis of the new concept store from H&M called Collection Of Style...

Influx Insights has an interesting analysis of the new concept store from H&M called Collection Of Style. They say that the COS concept is a bold move which satisfies several deep consumer desires and supports its innovative brand strategies:

First, the COS initiative parlays the vertical retailer's consistent double-digit sales increases into a new market. Then, leveraging its unrivaled speed to market in a premium channel promises ardent fashionistas even better interpretations of runway to realway apparel. Finally, adopting a trickle-up strategy compounds the company's formidable hipness – perhaps its most powerful and transcendent brand asset.

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