Marketing Strategy Project by Anna Jarboh

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Strategic Marketing and Merchanising Plan Project Anna Jarboh BA Fashion marketing & communication Level 6, 2018-2019 6FAMK004C CWK 1 Marketing Techniques and Strategy 3 Alejandro Gonzalez & Teresa Buhigas Wordcount: 3400

Index Introduction ................................................... 6 - 7 Analysis ............................................................. 8 - 10 Internal analysis ............................................ 11 - 42 External ............................................................ 43 - 67 Strategic Marketing plan ......................... 68 - 98 Collection Book ........................................... 99 - 105 Annex ................................................................106 - 115 References ...................................................... 116 - 118

Introduction COS belongs to the fast fashion giant H&M group, yet with the opposite meaning they focus on slow fashion and bringing timeless designs to the market. They have been able to expand aggressively these past years within the same and new markets. The concept of minimalism is spreading but trends are what grows even faster which can come to be a negative factor in comparison to their competitive advantage. The challenge is to increase brand awareness since the brand is quite new while remain the same concept, and offer quality pieces. Which the opportunity to extend their product assortment and create a home dĂŠcor collection. In that way attract new consumers that seeks for quality and modern home interior items that necessarily would not buy the garments COS offers due to different taste. This has been proven after undergone research and interviews.

Analysis

Methodology This project will collect data from secondary sources, which contains information out of research found from the internet such as own COS own websites and previous reports about the brand.To be able to get insights on where the brand is at current moment and a perspective where the brands stands in comparison to their competitors as well as a deeper understanding what COS is about, in terms of the products they offer, their achievements, perception, and current position on the market. Primary sources will also be used where the author has done interviews to receive qualitative information and understand the greater picture of what the potential and current consumers are seeking for in terms of Home decor inspirations and ways to improve the brand to see if there is demand for a new product category within the store. An in store observation has also been done to be able to analyse the style, colors and general approach COS has for the new marketing proposal to create a coherent strategy.

Brand Onion In Action Inspire

Create a

modern in store

Slow Fashion

athmosphere

Personality Coherent

Values

Minimalistic Long Lasting

Quality

Essence Create pieces with high

To offer quality and

emphasize on

minimalistic designs

good material

Scandinavian Timeless

Various Collaborations with

Simplistic Functional

Artistic

Basic

Uses their artistic collaborations as inspirations in their collections

architctural designers

Internal Analysis 11

Milestones COS belongs to the H&M group and is 1 out of 9 independent stores where all are based on different concepts.

2007

First COS store opened its doors on Regent street in London (Today a Flagship store)

2011

COS Launched their online store

2015

Aggresively expanding of the brand with 39 new COS stores worldwide

2017

Aggresively expanding of the brand with 37 new COS stores, and entering new markets .

207 stores 41 markets 21 online stores

MISSION Their mission statement â&#x20AC;&#x153;COS creates timeless, modern collections made to live beyond the season. Our collaborative approach is what makes this possible.â&#x20AC;? (Career.cosstores.com, 2019)

Cos aspires to create timeless pieces that can be worn various seasons and years ahead, where they focus on offering clothes with great quality and minimalistic design. Their main mission is to bring clothes that is long- lasting but also design garments that does not lose its modernity in terms of style and which can be worn throughout the years as the trends continue to change. COS inspirations comes from architectural and art designs therefor the importance in terms collaborations.

VISION

(Career.cosstores.com, 2019)

BRAND KEY RESULTS Cos international expansion Current moment they have 37 stores 2017 they entered new markets in Malaysia, Israel, Slovenia, Qatar and new online store in South Korea. 2018 they expanded in Thailand. Where they have in general had 231 number of stores in 2017. COS accounts for 4% of H&Mâ&#x20AC;&#x2122;s general turnover and had a revenue of 1.06 billion dollars in 2018. (The Business of Fashion, 2019) COS stores are focusing on international expansion where in 2015 they opened 39 stores while entering new markets which has continued throughout the years.(Fast Company, 2019) While in 2017 they opened 37 new stores as entering new international markets and extended their online sales in one new market, which could be a summarize how they actually are performing and they continue to increase worldwide since the brand is quite new. They focus on the Chinese market with 32 opened stores which is the country with most COS stores distributed. (The Business of Fashion, 2019)

COS through their collaborations creates a whole environment based on their minimal concept they carefully choose the location after their own concept and has a mixture between old and new since they want the original construction of the building to remain. Which can be seen through their store buildings, both internal and external while some of their more important stores has a more modern and complex visual design. Their greatest value when it comes to their assortment is about functionality and long-lasting products, COS concept emphasize an overall picture of the brands values in both an artistic way and through the products they offer where they choose the collaborate artists and designers to complement the brands minimal image. By creating an atmosphere of art and design for the consumer for their first approach in to their stores, which tells that there is more to the brand than just fashion. (Career.cosstores.com, 2019)

Current Strategic Basis

Declared target Primary Target Gender: Male/ Female & Children Age: 30-45, Kids age: 0-10 Socioeconomic status: Higher education, established career, stable income Middle Class/Upper middle class Occupation: Varies from business related to creative professions.

Name: Sanna Åkerlund Age: 32 Occupation: Graphic Designer Nationality: Swedish/Stockholm Salary: € 3500 Marital Status: Single Style: Minimalist style, prevents buying from fast fashion chains, seek for unique pieces rather than cheap ones. Environmental concsious.

Name: Andres Baldwin Age: 37 Occupation: IT Consult Nationality: Spanish/Barcelona Salary: € 3200 Marital Status: Marriage with two Children Style: Simple, cares about the material in the garments and rather spend more on quality clothes. Finds basic garments important.

Name: Gabriel Arquette Age: 2 Parents occupation: Lawyer & Fashion Buyer Nationality: French Parents Salary: € 4000 & 3600 Parents Marital Status: Engaged (first child) Style: Functional garments that is longlasting and can stand children playing and withstand dirt.

The defined target for COS at current moment is a Man/Women with a preferable higher income and stable economy since COS belongs to a higher price range of their products. The target is also one that prefers timeless pieces and rather spend money on quality pieces that last longer rather than fast fashion products that quickly has to be replaced. The children/babies belong to parents that has the economy to buy more expensive clothes to their children as well as they prefer them to wear greater quality and functional clothing’s and considering it worth the money, which also is a parent that buys clothing’s at COS for themselves.

Secondary Target Gender: Female/Male Age: 20- 29 Socioeconomic Status: Middle Class Occupation: Studying, BA or Master degree or in the beginning of their career

Name: David Age: 23 Occupation: Last year of studies (BA, International relations) Nationality: German Salary/Income: Works extra in clothing store and has a monthly income of â&#x201A;Ź 1500 Marital Status: Single Style: Seeks unique pieces and combines it with fast fashion items. Willing to save or find more expensive clothings on sale. With a future aim to be able to buy less and pay more on quality garments.

Name: Elisabeth McCarthy Age: 26 Occupation: Buying assistant Nationality: English Salary/Income: â&#x201A;Ź 2100 Marital Status: Boyfriend Style: Basic and minimalist style, do not like much color when dressing herself or when shopping for clothes. Often seek natural, black and white colors on her garments.

Cos secondary target is the one that chooses COS due to similar style and seeks for timeless pieces, usually in the beginning or in the mid- twenties and has not been able to establish a stable economy, where occupation can be as a student or in the beginning of their career with a more strained budget when it comes to shopping. Yet they are aware of slow fashion and has a minimalist style, they like COS products and prefer buying during sales or when they found a unique product that they believe is worth the money.

COMPETETIVE STRATEGY

COS has their main competitive strategy within their collaborations with different art and architectural designers where they celebrate innovation. They carefully consider most of their locations of their COS buildings creating an artistic and unique environmental atmosphere. They have had collaborations since the beginning of the opening of the store, together with a minimalistic approach is what makes COS unique. Their website is also used as a way for art interested consumers to find inspiration and information about new artists and designers about their work, but also a way how to create their very own COS lifestyle where they also share their own Spotify playlist which are based from the four seasons. They created a previous home collection with Danish furniture brand HAY which was a combination with accessories yet a minimalistic approach and selective items. (Howarth, 2019) In terms clothingâ&#x20AC;&#x2122;s they stand out by offering minimalistic timeless quality garments, they are combining fast fashion in terms of their wide category assortment with a more exclusive touch, the colour seen is also well measured with mostly basic and nature inspired colours such as green, beige, black and white.

Collaborations COS x Mamou- Mani Collaboration with Arthur Mamou- Mani to create a 3D printed installation. COS x Studio Swine Interactive Installation that has been presented in both China and Milan. COS x Serpentine Galleries A collaborative event to explore architecture and art which COS has been a part of every year since 2013 COS x Sophie Smallhorn Window installations for five of COS stores. COS x Dia Exhibition about Dorothea Rockburne who manipulates paper COS x Philip K. Smith III Art installations COS x Clark Bardsley Designer of various items where the material plays an important role. COS x The school of life Inspire others with the gifts given. COS x Gentlewomen Focus on architectural visions COS x Snarkitecture Seoul Interactive Installation COS x Olivier Van Herpt Ceramic designer COS x Hay Furniture designs COS x Mr Porter Menswear Capsule Collection COS x Agnes Martin Capsule collection inspired by the painter Agnes Martin. COS x Michael Sailstorfer Outdoor Installation COS x LCMF British Music Festival COS x The book society Created a book and reading area in their store in Seoul COS x Market art fair Created a COS space in the Nordic gallerie which is held every year.

Positioning Proposal With their collaborations within architecture and art they are able to create a brand that emphasize their minimalism with a modern Scandinavian touch. They put high value on creating garments with selected and long lasting material, where they also focus on essential basic items that is considered to be timeless pieces. Quality meets minimalist fashion based on functionality rather than trends. They are able through their collaboration create a community where fashion is seen as a more long term investment with inspirations from art, architecture and music which raise the interest from what could be considered a boring brand to a more fun and easy going approach. They are setting the standards for how the future of fashion eventually might be seen, which is that clothes exist to serve its purpose instead of being fashionable.

Current Marketing Mix Product Cos has a division in Women, Men and childrenâ&#x20AC;&#x2122;s Categories. Where womenswer has the highest rate of products, the chart where the highest number in percentage is their accessories section which contains 10 different sections, that differs from the Menâ&#x20AC;&#x2122;s section because accessories do not have any any sub categories and belongs to the rest of the products. Womenswear has a total of 403 different references and Accessories has 229, while menswear has less than the half of the product range with 292 refernces in total in comparison with womenswear. The most common colors are the basic White & Black and different tones of navy blue which can be dark or a bit lighter, green and beige is also colours that is seen frequent in their garments, and mostly plain rather than patterned. As the material matter they use majorly cotton, Cotton mix, organic cotton a material called Curpo which also belongs to the cotton family, most products are a mix of materials but they have some products with 100% cashmere, wool, Linen or silk.

Color Palette

Product Categories Womens wear

Knitwear 15%

Dresses 12%

Trousers 4%

T-shirts 4%

Shirts 7%

Jeans 1%

Coats & Jackets 4%

Skirts 3%

Accessories

Accessories Shoes

Swimwear

Mock Shirts

Bags & Purses 11%

10%

Underwear 14%

Hats, Scarves & Gloves 15%

Socks & Tights

Jewellery

Belts

28%

Hair Accessories 3%

Tops 7%

Leisurewear 6%

36%

Womens Product Categories References

Material Variety of materials

Cotton 49% Silk 8% Viscose 14% Wool 8% Polyester 8% Lyocell 5% Cupro 5% Linen 2% Cashmere 1%

Mixed material vs 100% material

Mixed Material 57% 100% Material 43%

The chart showcase the variety of fabric and how many products that contains 100% raw material and which has a mix of materials. Mixed fabric vs 100% cotton, silk, wool, cashmere or linen. 23

Womenswear

Menswear Knitwear 14%

Trousers 13%

Coats & Jackets 7%

Shirts 11%

Sweatshirts 5%

T-shirts 7%

Polo Shirts 1%

Jeans 1%

Suits 4%

Leisurewear 9%

Shoes 2%

Socks 5%

Hats, Scarves & Gloves 9%

Underwear 5%

Bags & Wallets 4%

Swimwear 1%

Belts 0% - 1

Small Accessories 3%

Kids & Baby Knitwear 12%

Trousers 8%

Dresses 11%

Tops 29%

Coats & Jackets 8%

Books & Toys 18%

Accessories 14%

Styling & Color Combinations

The images on the moodboard displays how COS style their garments in terms of colors and how they combine the colors and styles together. They seem to have an overall basic color that goes with the more colorful garments, such as red with beige, black or white. Other wise they combine it blue on blue, black on black green on green and so on. They also play with different shade of the same color and also dark navy with black as an example or forest green with a more light green color. Their colored garments has a soft tone and not very bright which match well with their concept of simplicity and undertoned with a bit of fun.

Colors such as blue, red, pink green

& Contrast of black and white

Basic Colors one of them is always seen in each of the

style combinations

Different Tones

of the same color

PRICE STRATEGY Since COS emphasize on quality as their key values the pricing needs to suit accordingly, where higher prices are more often connected to better quality therefor they have implemented an affordable premium price strategy combined with a psychological price strategy since almost all their prices are not rounded to an even number to appear cheaper for the consumers.

More information about the average price for each product Category see Annex P. 106

Price

Distribution COS POINTS OF SALE The H&M Group has an international expansion strategy where COS is including and has aggressively opened new stores within the same and new markets, in 2017 they opened up 37 new stores with an enter in Malaysia, Israel, Slovenia and Qatar using a franchise method. In 2018 they entered Thailand (Franchise). Cos has mostly focused on stores in countries such as China with 32 stores, The UK with 24 stores with the flagship store as well on Regent street London which where they launched the first COS store, they do also have 20 stores in Germany and 22 in France which accounts for their major international expansion. H&M group use mainly franchising as an expansion strategy international, and COS has mainly own stores, they put high emphasize on the building as they support architectural designers as a part of their concept.

COS Store Barcelona The COS store in Barcelona contains two floors with products for Women, Men and children the womenswear is upstairs while the Menâ&#x20AC;&#x2122;s and Childrenâ&#x20AC;&#x2122;s sections is downstairs. When visiting the store, it was analysed that everything is well organised and clean, they have 6 garments of each size of the same product category hanging on the racks where they combine the basic White and Black garments with some other colours such as White, Black with beige/Brown or White and black with yellow and so on. They categories it by colours rather than product categories. The jewellery are the only product category that has its own small section. They combine trousers, coats, blouses together but within the same colour palette as mentioned before, they use cross selling for items such as the shoes below the racks, that could be a way of inspiring and create a full look but also with the jewellry very close to the clothings. The store maintain a clean and uncluttered style to be coherent with the minimal concept as COS has. COS has one own store in Barcelona Passeig de Gracia since COS belongs to a more expensive price range the location suites perfectly with the preferable brand perception. 32

The Chart Below showcase where COS has distributed the store internationally and what type of product categories they are offering in each store. Country

Australia 7 Stores - 5 Stores children, Men & Women - 1 Men & Women - 1 Women

Germany 20 Stores - 8 Men & Women -12 Children, Men & women

Hong Kong 6 Stores Austria 5 stores - 3 Children, Men & women - 4 Men & Women - 2 Men & Women - 1 Children, Men & Women - 1 Women Bahrain 1 Store Men, Women & Children

Hungary 2 Stores - 1 Children, Men & women -1 Men & Women

Belgium 9 stores Ireland 6 Stores - 8 Men & Women - 5 Women - 1 Children, Men & Women - 1 Children, Men & women Canada 6 Stores Israel 1 store - 2 Men & Women Children, Men & women - 4 Children, Men & Women Italy 10 Stores China 32 Stores - 6 Men & Women - 17 Children, Men & Wo- 2 Children, Men & women men - 2 Women - 1 Children & Women - 1 Men Japan 3 Stores - 13 Men & Women - 2 Men & Women - 1 Children, Men & women Czech Republic 2 Stores - 2 Men & Women Kuwait 3 Stores - 1 Men & Women Denmark 6 Stores - 2 Children, Men & women - 4 Men & Women -1 Children, Men & Women Latvia 1 Store -1 Women Children, Men & women Finland 2 Stores 2 Children, Men & Women

Lebanon 1 Store Children, Men & women

France 22 Stores - 2 Children & Women - 9 Men & Women - 5 Children, Men & women -6 Women

Luxembourg 1 Store Men & women Malaysia 2 Stores - 1 Children, Men & women - 1 Men & Women

Netherlands 12 Stores - 1 Children, Men & women - 6 Men & Women - 5 Women Norway 4 Stores - 1 Children, Men & women - 2 Men & Women - 1 Women Poland 6 Stores - 1 Children, Men & women - 5 Men & Women Portugal 1 Store Men & women Qatar 1 Store Categories unknown Romania 2 Stores - 1 Children, Men & women - Men & women Russian Federation 1 Store - Children, Men & women Saudi Arabia 3 Stores Children, Men & women Singapore 2 Stores - 1 Children, Men & women - 1 Women Slovenia 1 Store - Women South Korea 13 Stores - 6 Children, Men & women - 4 Men & Women - 3 Women

Spain 10 Stores - 5 Children, Men & women - 3 Men & Women - 1 Children & Women - 1 Women Sweden 4 Stores - 4 Children, Men & women Switzerland 6 Stores - 3 Children, Men & women - 1 Children & Women - 2 Men & Women Thailand 4 Stores - 2 Children, Men & women - 1 Men & Women Turkey 5 Stores - 3 Children, Men & women - 2 Men & Women UK 24 Store - 7 Children, Men & women - 12 Men & Women - 4 Women - 1 Art, Children, Men, Books & Women USA 19 Stores - 9 Children, Men & women - 8 Men & Women - 2 Women United Arab emirates 6 Stores -5 Children, Men & women -1 Children & Women

Online COS online store offers all their product categories for Men, Women and Children they ship to 21 countries out of 41 countries that they currently have a store in. Where they in 2019 will start shipping to Norway. Within their website the consumer can find all the information needed about their collections, where price, material and brand information is found. The shipping price varies dependent on the country and currency but the standard delivery price is between €6 to €9. The website is easy to follow and the products can be found dependent on the gender chosen where each section offers various product categories. (COS, 2019) The online store does also contain declarations of their substantial work such as collaborations or projects, their architectural COS buildings, magazine and inspirational artists that they want to highlight which also is coherent with the brand, Photos from their latest campaign photographed in Sweden is also available. Their new capsule collection is also displayed and sold on their website called called ”The white shirt project”, where they have experimented with different fabrics and silhouettes to create a basic white shirt for both men and women. They have adapted the website according to each country they have an online store in, with both language and currency that that remains in the country. (COS, 2019) They have also launched a COS online flagship store in 2018 and partnered up with the platform Tmall to increase their presence on the Chinese market together with their own website. (Feitelberg and Feitelberg, 2019)

Offline Flagship Stores

Country

City

Product Categories

England

London

United States

New York

Women, Men & Children (COS, 2019) Women & Men

Turkey

Istanbul

Netherlands Online Flagship Store

China

Harleem T Mall Chinese online platform

(COS, 2019)

Women, Men & Children (COS, 2019)

Men and Women Redy to wear (COS, 2019)

Women, Men & Children (Alizila.com, 2019)

Planogram Hot zones

Cold Zones

The Planogram showcase the COS store in Barcelona Passeig de Gracia, womenswear section on the upper floor which is also where the new collection will be placed due to the visibility and becasue the consumers will probably mainly be women that interested in Home Decor.

Footfall

Fitting Rooms Racks with clothings

Racks With clothes

Jewellry

Racks with clothings

Racks With clothes

Cashier Racks with clothings

Racks with clothings Racks with clothings

Womenswear

Racks with clothings

Stairs

Shelf with smaller items Shoes/Books

Childresns wear

Racks with clothings

Shelf Folded Shirts

Mens &

Mannequins Entrance 37

Stairs Mens &

Childresns wear

Communication Current White shirt campaign How they Communicate Own Website

Instagram Emphasize on details Communicated in a simple and clear way With a lot focus on the garment

How they communicate Images from Instagram

Calmness & Serenity Clean and Simple Bright Nature Inspired Focus on details

Facebook On their Facebook page they update various information about the brand, they combine news on their collections, capsule collections, collaborations, their seasonal playlist on Spotify, newly opened stores and so on they post frequently with several updates a day or every other day. Information about their online and offline stores can be found as well.

Instagram Their Instagram is full of inspirational looks and images where information about the clothes such as price and direction to the website can be found. They have their own #cosstores on every picture posted. They have 1,5 million followers, and they have one Instagram account to reach out to their consumers. They do also update about their aspirational work, they update approximately on post per day.

Spotify COS has created their own playlist on Spotify which consumers are able to follow, the playlists are created from the different seasons where their latest created playlist is called COS winter sounds 2018. They have 4709 followers on their public playlist. 40

Pinterest They have 96 thousand followers on Pinterest, they have images of the clothings they are offering in the store, with some inspirational looks from their campaign and COS essentials.

Youtube They have their own channel where it is possible for the youtubers to subscribe. They update with their new campaigns, advertise their collaborative art work such as their partnership with Philip K Smith III as one example. They 5500 subscribers on their channel. 41

External Analysis

Pest Social Sweden has come a long way in terms of sustainable living and has become an important factor within the populations everyday decisions. The country is ranked at a top level in terms of recycling and organic food in Europe, the people are keen on lead a healthy lifestyle and buys natural and organic food products. (sweden.se, 2019) The climate change is a frequent topic being promoted in most medias in Sweden nowadays, which enhance the awareness of the people to make more conscious purchases both within the food and fashion industry. (sweden.se, 2019) Buying vintage fashion is increasing and the H&M group is using the most organic cotton in the world. It is widely seen that the whole society has adapted to the business model that is more environmental friendly there is still major innovative projects in progress to improve the way of living to a more sustainable way. Sweden is also a leader within the recycling business where it is possible to hand in cans and plastic bottles for a small amount of money in return. (sweden.se, 2019)

Technological Sweden invest a great amount of money in green technology and Swedish elite universities, which can bring the research needed for new Technological environmental innovations. They put high emphasize on promoting research and innovation to be able to establish a final result. (sweden.se, 2019) Sweden has a competitive advantage within innovation and is considered at a high level in comparison to the rest of the world, Spotify is a great example of a successful streaming platform that nowadays is spread worldwide. While at current moment they put a lot of effort on a green infrastructure, such as improving energy supply, sustainable building construction and green transportation. (sweden.se, 2019)

Home Decor Market The home dĂŠcor market seems to have a bright outlook, it is steadily growing and estimations says it will continue the same direction, and by 2023 it will be worth $741 billion while in 2017 it was valued at $582 billion. As globalization and income rise consumers seems to value interior and unique products more. (Markets, 2019) Key categories that has been growing is items for the living room, bathroom and kitchen, which showcase the importance of relaxation when in your home dealing with an increasing stressful society, therefore a reason why millennials are willing to pay more for quality and luxury home dĂŠcor products. (Wgsn.com, 2019) As the awareness about climate change increases the demand for sustainable products is more valued and consumers are seeking for transparency and long lasting designs rather than shortcoming trends. (Digitaljournal.com, 2019) This is a great opportunity for other brands with a focus on interior to take into account to gain a further competitive advantage. The image below visuals the three most important segments within the Home Decor Industry.

Key Segments Furniture

Home Textiles

Floor Covering

Home Decor Market - Analysis and Industry Forecast:. (2019). [image] Available at: https://www.alliedmarketresearch.com/home-decor-furnishing-market [Accessed 12 Mar. 2019].

The chart below shows the forecast increase for home decor online in 2025 in comparison with 2016 online sales.

The chart below showcase the global growth of home decor sales in comparison with previous years increase.

Maximize Market research (2019). Global Home Decor Market is expected to reach US$ XX Billion by 2026 from US$ XX Billion in 2017 at CAGR of 6.7%. [image] Available at: https:// www.maximizemarketresearch.com/market-report/global-home-decor-market/21247/ [Accessed 12 Mar. 2019].

Bizwit Research & Consulting (2019). Global Home Decor market to reach USD xxx billion by 2025. [image] Available at: https://www.bizwitresearch.com/services/syndicate-research-reports/consumer-goods/online-home-decor-market-report/report-charts-rd-81/ [Accessed 12 Mar. 2019].

Product Categories greatest Growth within the Home decor

Bathroom

Kitchen Living Room

Trends forecast 2020/21 Japanese Connections/ Scandinese

* Clean Lines with an emphasize on functionality

* Minimalistic and simple approach * Warm natural tones, beige & brown * Light & Dark wood (Wgsn.com, 2019)

Saturated Minimalism

* Warm and matte colours * Create a visual soft aesthetics * Simple and clean shapes

(Wgsn.com, 2019)

Cosy Curves

* Soft shapes that creates comfort and silhouettes after the body. * Body Pillows and wearable Duvets

(Wgsn.com, 2019)

Edibleâ&#x20AC;&#x2122; homewares

* Using waste Material into new home interior designs

* More focus on the innovaiton of material rather than the shape, simplistic products. * Use of raw material such as mushrooms, coffee beans and so on. (Wgsn.com, 2019)

Segmentation Potential Consumer Home décor lover Willing to pay more on home interior especially if it is unique or great quality pieces which of course is depending on the product. Some believed that the important essential products were bed sheets, small accessories such as candles, or kitchen items. And most were describing their interior style as minimalistic with a warm approach in terms of colours. In terms of communication it were important for them to be able to see inspirational pictures of the items which would increase their interest for the brand, even collaborations with other designers would increase the interest of the potential consumer. Opportunities • Create a good communication strategy where consumers are able to get inspiration from (Pinterest) • Unique and limited edition products Threats • Competition offering more unique or trendy products

Buying home décor when necessary Usually do research before buying, and are willing to pay more if there is a product that is seen as an investment such as a painting or furniture. Otherwise they buy home décor that belongs to a cheaper price range. Functionality and price was more important than trends. Special designed and unique items would increase the interest for home décor. Opportunities •

Unique or special designed pieces

Threats •

Competition offering cheaper prices

COS Consumer Minimalistic and quality lovers The current COS consumers interviewed are between 22- 32 seeks to purchase specific pieces such as essential basics, while some were just interested in the jewellery collection, shoes and accessories. The price was mentioned as a negative factor and believed its a bit overpriced, especially the most basic items such as T-shirts, even though they had a stable income. There was also an interest of buying home décor at COS where essential pieces were blankets, items to the kitchen such as glass and towels and bathroom products. The best way to reach these consumers are through social media and inspirational images with the products seen as a whole look. In general they believed COS has a good and consistent style that match with the concept, and meets the requirements when it comes to quality. Opportunities • Sustainable products • More interesting product categories that attracts a wider target. Threats • Competition that offers the same type of style and products to a cheaper price.

General Key Findings

* Likes Minimalistic Design and Warm tones. * Attracted to Inspirational images of a full interior look such as Pinterest, or inspirational advertising on Instagram. * Mainly buy Home decor at Zara & H&M Home and Ikea. * Would pay more for uniqe pieces or an interesting Limited edition collection. * Kitchen & Bedroom seemed to be the most important section. 49

Current Competitors Men Ready to wear

Product Categories Women Ready to wear Outerwear Knitwear Sweatshirts Blouses T-shirts Suit Jackets Dresses Jeans Trousers Shorts Skirts Swimwear Children

Outerwear Sweatshirts Knitwear T-shirts Shirts Suit Jackets Jeans Trousers Shorts Children Accessories Shoes Scarves Hats Bags Small leather goods Eyewear Other Accessories Gift cards

Children

Womenswear Children

Accessories Shoes Scarves Bags Small leather goods Hats Eyewear Jewellry Other Accessories Gift Cards

(Acnestudios.com, 2019) 50

Iconic Products

(Acnestudios.com, 2019)

Limited Edition Home Line 2018 About the Collection Acne studios designed a limited edition inspired by their iconic scarves it was a small collection that consisted of mugs of different shapes and sizes, one patchwork blanket and two pillows in two different sizes. This line was released Fall/Winter 2018 and is no longer available to buy.

Price Mugs € 99 Blanket € 596 Small Pillow € 269 Large Pillow € 317

(Newbold, 2019) 51

Swot Strenghts

Weaknesses

* Niche target

* Narrow target

* Exclusivity Ready to wear

* Expensive price range

* Collaborations and Limited Editions * Wide product Categories for both Men and women * Great Brand awareness * Fair trade supply chain

Opportunities

Threats

* Greater focus on sustainable products

* Competition with similar products to cheaper prices.

* Enhance their product categories * International expansion.

(Acnestudios.com, 2019)

Clothing

Accessories

Sunglasses Dresses Scarves Blazers Belts Blouses & Shirts Headwear Tops & T-shirts Gloves Trousers Hair Accessories Skirts Other Accesories Jeans Jumpsuits & Playsuits Knitwear Lingerie Jackets & Coats Shorts Bras Sets & Suits Bottoms Loungewear Socks Shoes Tights Bodies Boots Cowboy Boots Sneakers Swimwear Knee High Boots Swimsuits Loafers Bikinis Pumps Flat Sandals Beauty Heeled Sandals Socks Bath & Body Brushes & Tools Bags Fragrances Gift sets Make up Shoulder Bags Nails Belt Bags Natural Beauty Straw Bags Scented Candles Totes Skin care Clutches Wallets

Jewellry Earrings Necklaces Rings Bracelets Broches Fine Jewellery

Most Wanted

Hair care

Shampoo Conditioner Styling Treatments

Others also bought

(& Other Stories, 2019)

Swot Strenghts

Weaknesses

* Wide product category range

* Targeted towards women only

* Beauty section

* Young brand (Since 2010)

* Empowering Women

* Over average price range

* Niched target focus on women only

* 10% discount for signing up for their newsletter, student discounts & Collaborations. * Recycling Program

Threats

Opportunities

* Competition offering cheaper products

* More focus on sustainable products * Widen their product categories to a Menswear or other. * International expansion * Raise greater brand awareness

(& Other Stories, 2019)

Iconic Products Celine Classics Must Have

Women Must Have

Ready to wear Shoes Handbags Small Leather goods Fine Jewellry Jewellry Sunglasses Accessories

(Cafaro, 2019)

Dresses & Skirts Jackets & Coats Shirts & Blouses Pants Leather & Fur Knitwear Denim T-shirts & Sweatshirts

(Claire, 2019)

Men Ready to wear Shoes Handbags Small leather goods Jewellry Sunglasses Accessories Jackets & Trousers Shirts Coats & Blousons Leather & Fur Knitwear Denim T-shirts & Sweatshirts (Celine.com, 2019)

Swot Strenghts

Weaknesses

* Strong brand awareness and high recognition through their well designed handbags

* Reaching a narrow target due to the expensiveness * Not very active on social media

* Strong Heritage

* Not possible to buy their products online

* Exclusivity * Minimalistic approach

Opportunities

Threats

* Widen their product categories

* Competition within the luxury Industry

* Sustainability Collection

* Not being able to adapt to new consumer behaviour

* Online Store * More active on online platforms

(Celine.com, 2019)

Girls

Product Categories

Dresses & Jumpsuits Jumpers & Cardigans Coats & Jackets Tops & T-shirts Trousers Skirts Pyjamas Accessories

Women Dresses & Jumpsuits Knitwear Cashmere Coats & Jackets Leather Jackets Suits & Tailoring Trousers Jeans Skirts Shirts & Blouses Tops T-shirts Vests & Camisoles Pyjamas

Men Shirts T - Shirts & Jersey Knitwear Cashmere Coats & Jackets Trousers & Jeans Shorts Suiting Shoes and Trainers Accessories

Shoes & Accessories

Shoes

All shoes & Boots Bags & Clutches Jewellry & Watches Ponchos Scarves Hats & Gloves Tights & Socks Belts Sunglasses

Shoes & Trainers Trainers

Shoes Trainers Sandals Heels Boots Flat Shoes Pointed Shoes

Online Most Popular Searches Dresses

Leather Jacket

Linen

Silk

Poncho

Coats

Cardigan

Skirts

Jeans

Trousers

Cashmere

Pyjamas

Categories

Reference

Prototype

Color

Material

Size

Number of items for each pack

Kitchen Plates

Cutlery

Dur flat plates

Porcelain

Width 11 cm

4 Pack

Cera flat plates

Matte Colors

Ceramic

Width 12 cm

4 Pack

Cera flat small plates

Matte Colors

Ceramic

Width 8 cm

4 Pack

Cera Soup plate

Matte Colors

Ceramic

Diameter 5,5 Width 7

4 Pack

Cera Bowl

Matte Colors

Ceramic

Height 5,5 Diameter 8

4 Pack

Elle Diner Cutlery

Japanese quality steel

18 pieces 6 of each

Elle Diner Golden Cutlery

Japanese quality steel

18 pieces 6 of each

Elle Sallad Set

Genuine Bamboo

2 pieces

Elle sallad golden set

Japanese quality steel

2 pieces

Categories

Reference

Prototype

Color

Material

Size

Number of items for each pack

Kitchen Glass

Chris Glass

Mouthblown glass

Height 4cm

4 Pack

Multi functional Wine glass

Borosilicate glass

Height 7 cm

2 pack

Porce Coffe Cup

Porcelain

Height 3 cm

4 Pack

Round glass tea cup

Mouthblown Glass

Height 5 cm

2 Pack

Divided Lunch box

Stainless Steel

Lenght x Width 15 cmx 12 cm

Japanese Wood lunch box

Genuine Bamboo

Length x Width 17 cm x 13cm

Cutting Board

Asymetrical cutting board

Oak

Lenght 26 cm

Salt Tub

Wooden Salt tub

Oak

7 cm Height

Mugs

Lunch Box

Categories

Reference

Prototype

Color

Material

Size

Number of items for each pack

Living Room Vases

Lighting

Tall round vase

100% Glass

Height 22cm

Round vase

100% Glass

Height 12 cm

Tall slim light

Stainless Steel Height & Width 125 x 12cm

Cushions

Blanket

Golden Wall Light

Stainless steel Height 45 cm

Striped velvet cushion

Organic Lenght & Cotton Velvet Width 50x50 cm

Plain cushion

Organic Length & Cotton Velvet Width 68x55 cm

Cosy wool Blannket

Merino Wool Lenght & Width 150x180 cm

Fragrance Sticks

Fragrance sticks

Essence 450 ml & Fig Wool 230 ml Saffron Wood Cotton Velvet

Categories

Reference

Prototype

Color

Material

Size

Number of items for each pack

Bedroom Bed Sheets

Pillows

Striped Bed Sheet

Organic 140 x 200 Cotton velvet 220 x 220 140 x 220 200 x 200 150 x 210

Striped Pillow Case

Organic 63 x 60 Cotton velvet 80 x 80 70 x 50 60 x 50 70 x 60

2 pack

Plain Pillow Case

Organic Egyptian Cotton

2 pack

Plain Bed Sheet

Organic Egyptian Cotton

Functional pillow

Organic cotton velvet

Width x Length 20 x 48

Body shaped Pillow

Organic Cotton

Height x Length

63 x 60 80 x 80 70 x 50 60 x 50 70 x 60 140 x 200 220 x 220 140 x 220 200 x 200 150 x 210

10 x 104 Candles

Essenced Candles

Wardrobe Sachet

Wardrobe Fragrance

Essence Fig Wool Saffron Wood Cotton Velvet Essence Fig Wool Saffron Wood Cotton Velvet The bag made of Linen

240 g & 70 g 12 x 12 cm

3 pack

Categories

Bathroom Towels

Reference

Prototype

Color

Org Face Towels

Material

Size

Number of items for each pack

Organic Cotton

Width & Length

4 Pack

28 x 28 Org Hand Towels

Organic Cotton

Width & Length

2 Pack

50 x 150 cm Org Bath Towels

Organic Cotton

Width & Length 100 x 150 cm

Soap Dispensers

Toothbrush Holder

Stone Soap Dispenser

Ceramic

Height 14 cm

Steel Soap Dispenser

Stainless Steel Height

Steel soap Holder

Stainless steel & Glas

Stone Tooth Brush Holder

Ceramic

16 cm

Width & Length 85 x 110 mm

Mirror

Stone Tooth Brush Stand

Porcelain

Height

Multitask Mirror

Stainless Width & steel, bamboo Height and glass 17 cm x 33 cm

3 cm

2 Pack

Price The new home collection will have a premium and psychological price strategy as COS at current moment already has, to be coherent with the brand and stay at the current positioning in terms of quality the affordable premium price range will remain. The overall average price is â&#x201A;Ź 68 which is similar with their current average price range.

Markdown

Since the launch is during late summer Winter and Black friday will be the main sales during the first period of time, the information is taken from previous sales from COS during these sales.

Annual Sales Forecast The annual forecast is based on the 54 stores in Europe where the whole collection will be sold.

Distribution Stock Allocation

The new collection will be distributed to all Women, Men & Childrens stores, where there will be refurnished to create a home decor section in each of the stores. There will be small products such as candles, fragrance sticks and wardrobe satchets that will be distributed to the Womenâ&#x20AC;&#x2122;s and women & children stores only as a way to increase impulse purchase, which in these charts not taken in to account since the whole selection will be in the largest stores. There will be a greater amount delivered to the flagships stores of each product due to higher traffic. The home collection will be located in the womenâ&#x20AC;&#x2122;s section in most of the stores depending on the planning and size in each store. The stock will be increasing during the year depending on the success and to be able to measure the most popular products therefor the stock in units might be changing during the year.

The chart below showcase the total amount of products to each cluster on a monthly basis

The chart below showcase the stock in units for each cluster that COS has which is own stores and flagship stores. The stores are counted to 54 different stores that the home collection will be distributed to. See page 35 & 36 for more information on the stores COS has world wide and within Europe.

Hot zones

Shelfs This Planogram is from the COS store in Barcelona, and the new home decor will in this case be placed in the womenâ&#x20AC;&#x2122;s area in the beginning of the store due to better visibility. It will be divided in each of the categories but it everyting will be placed in the same space in a corner next to the entrance. The shelf in the entrance will be replaced with candles and fragrance sticks to increase the interest.

Cold Zones

Footfall New home decor collection

Fitting room

Racks with clothings

Jewellry

Racks with clothings

Cashier

Racks with clothings

Bedroom

Racks with clothings

Bathroom

Shelf Folded Shirts

Kitchen Mens &

Childresns wear Stairs

Candles & Fragrance Sticks

Living Room

Mannequins

Entrance

Stairs Mens & Childresns wear

Communication The new home wear collection will be updated on facebook 2-3 times a week, to explain about the product, texture & shape, and also updates if there is any new productsentering the collection. Eventually there will be a limited edition at the end of the first year of the launching with Georg Jensen as an addition to the home collection, which hopefully will attract even new consumers to COS home dĂŠcor section. Information about the new launch will be posted on facebook 1 month in advance, where we will direct the followers to the newsletter to be able to get the preview of the collection and the ability to attend the event before the launching.

Before the launch of the home dĂŠcor collection there will be post updated once a week as a countdown before the products is out in the stores, thereafter there will be posts about the collection in combination with the collaborations and the campaigns the brand has. If the first year has successful sales there will be an addition of a COS home Instagram account as the collection will increase after customers demands and in the product assortment as well. During the year the post will be inspirational pictures in terms of how to style your home as well as artistic pictures with some categories or products only, a combination of both. The #COSHome will be linked to our Instagram influencer and interior designer @ elisabeth_heier, she will also post pictures in her inspirational homes referring to COS products seen on the images, using the hashtag on each COS post she does. This will also be a long term collaboration. The video ad of the short interview will be showed before the launching in smaller clips, which will be posted every three days before the launching.

The collaboration with Elisabeth Heier will be seen on Pinterest as well, where she will use COS products in her inspirational pictures, where she also will in her description will refer to COS and linking to COS website, some of her inspirational pictures will be shown on COS own Pinterest as well. The advertising seen on youtube will be a short interview video with the interior designer Elisabeth Heier giving interior designer tips, but also talking about essential products and her own COS home key products. The video will maximum 15 minutes and the meaning is to give inspiration to style your home in a Scandinavian way, while also linking to COS home.

The day of the launch a new Spotify playlist called COS home will be released made out of 15 relaxing song.

The whole home collection will be sold online, and before the launching there will be information given while the loyal consumers will be able to shop the collection 1 week before the launch online only, where they will have 50% discount on one item. There will also be information about the collaboration and new collection 2 weeks before the release of the new section. There will also be updates about the new COS home Spotify playlist which will be calm relaxing songs.

Newsletter - The newsletter will be sent out weekly as they are already doing, those who subscribe will get information about the new home wear collection 2 weeks in advance where they at the same time are able to get a preview on whatâ&#x20AC;&#x2122;s to come, they will also be able to shop it online 1 week before the launching which all information will be in the newsletter and the possibility to sign up to the launching event before of the release of the products.

Key Collaborator Influencer Interior Designer

Norweigan Interior focusing

designers

minimalistic

and

Scandinavian visual aesthethics Elisabeth Heier @elisabeth_heier

Launch Planning

Before the Launch Press Release Catering appetizer and free alcohol will be given out Journalists from interior magazines Elle Home and interior designers and collaborators will be invited to the press release 2 months before the launch. So the images will be in the magazine 1 month before the launch of the new collection

In store 1 Week before the launch COS consumers will be given a free wardrobe satcher per person per purchase.

Social Media The images and the video and inspirational images with COS collaborator will be released one month before the launch.

Newsletter Loyal consumers can buy the collection 1 week before the launch information in the weekly newsletter 2 weeks in advance.

In store event 1 day before the launch where loyal consumers are able to attend if they sign up and answer the email and there still is a spot with a plus one. COS will be offering small appetizers and a glass of Cava.

Calendar 2019

April

Product development team/ Interior designer

Marketing team

Market Analysis to forecast if there is a demand for a new collection at COS

May

planning sketching on designs and material

June

July

Buyer team

Product development team

decision on which products that will belong to the collection

Agreement with producer

September

August

Product development team & buying team

Product development team Sending sketches of the designs first order with the supplier done

Receive the first samples overview of the aesthetics and the material.

November

October Buying team & product development team

Management team Planning for the distribution sketches of the store placement outlook on each store in Europe.

Deciding and change of the material, colors and design send back to supplier.

December

May

Product development & Buying team

Marketing & Communication team Interview video recorded

Arrival of second sample collection overview and correct the last errors

Product development & Buying Team Final collection received

Calendar 2020

June

January

Marketing & Communication team

Marketing & Communication Team

Exclusive Press release event of the new collection with collaborators and press.

Starting the planning for the exclusive release event

February July

Marketing & Communication team

Management team & Visual Merchandising team

Deciding and planning the communication and images for the collection book, and social media content.

Refurnish the space in each store First Stock of all the products arrives.

March

Marketing and Communication Team

Marketing & Communication Team

Release of marketing and advertising on all platforms

Search for an interior designer to collaborate with that has a focus on minimalistic aesthetics

April Marketing & Communication team Agreement with collaborative influencer interior designer. Decide on Social media content. Decisions about the interview and marketing video

Sales assitants Start giving out wardrobe satchet for free on each purchase in the COS store to increase awareness on the new collection. August In store Launch event for loyal consumersLaunching COS Home 97

Communication Budget

Collection Book

Inspiration

Minimalism

Warm Tones

Scandinavian

100

101

silhouettes

102

Cleans lines Soft Shapes

103

Textiles Wool Cotton

Wood

104

105

Annex

106

107

COS Consumers Interview 1. What do you like about COS? And how often do you shop there? I like, that they offer minimalistic clothing. As a person coming from Scandinavia I have been born with the IKEA and H&M look and it sticks with me as something looking like home, in a way. Also I like that they offer clothing, jewellery, (good) shoes and other accessories. However, I rarely buy in COS. I think I have bought there twice within a year, basically because I think it is too expensive for a very basic look, which can be nice, but also very boring at times. 2. What type of products do you prefer buying at COS? I like buying shoes at COS because they remind me of the style in & Other Stories and Arket, I really like their boots. Otherwise, I like their accessories, like scarfs, jewellery, socks (super good). I have also bought a jacket there and shirts with more artistic cuts and styles. 3. If there was something that you would change with the brand what would it be and why? I would change the price point, I think it is too expensive for shirts and pants, and sometime I actually find the men’s department nicer that women’s. I think there products are more detailed and different than women’s wear in COS. 4. Is there anything that they lack in terms of product according to you? I would like to see some sustainable products that really differentiated from others. And maybe all basic garments, socks, scarfs etc. in sustainable material. And maybe home décor in a way, now that H&M have a home department as well, but I guess the look is kind of similar? 5. What would make COS the perfect brand for you? IF they gave the products more edge and excitement. I think they use their patterns too much just in different products. I remember I bought a shirt like 6 years ago that was my favourite for a very long time, and then I went into Cos not long time ago and they still have the same pattern on a similar shirt. I found that kind of boring. I didn’t not feel any positive ‘nostalgia’, I think I rolled my eyes, actually. If COS was sustainable and priced lower, with more edgy products and home décor maybe so I can take my Scandinavian lifestyle to Barcelona and into my apartment more than my clothes. 6. Is the prices at COS at an affordable level for you? What type of price ranges is good for you? I think the prices are affordable, yes, but they should lower them anyway, now they compete with Arket and & other stores than remind of COS. I would like to pay around 5€ for a pair of socks for example, and 12€ for a t-shirt, and more if I know the quality is good and last long. I am interested in COS from time to time. Recently they have lost my interest in shopping there as I like Arket better. But yes I am aware of they art and design collaborations

108

7. What is good quality for you, and what do you value Too me, quality means long-lasting products and products that doesn’t loose their colours, look and fit after few washes. I keep and use my clothes for a very long time, so durability very important for me. 8. In terms of Quality do COS match your requirements? COS do match my requirements for quality for some products, but when I walk into the store, I often notice bad stitching etc. 9. How interested are you in COS? Do you have any insight of what the brand does, such as collaborations with designers and exhibitions etc.? I am interested in COS from time to time. Recently they have lost my interest in shopping there as I like Arket better. But yes I am aware of they art and design collaborations 10. Are you familiar with the collaborate furniture line COS did with HAY? If yes did it attract your attention and did you buy any of that I am familiar with the COS and HAY collaboration. I really liked it. But I have never bought anything from the collab. I think I just saw it online, and I like to shop in physical stores, as I like to touch and feel products before I buy them, unless it is ASOS or some brand like that. 11. Are you interested in Home Décor interior? I am interested in home décor, yes. 12. Where do you mainly buy products to your home? And what is it that you like the most with the store you mainly shop home décor products? I like H&M home, Zara home, Muy Mucho, IKEA, Søstrene Grene and small specialist shops both Danish and some in Barcelona. 13.

Is the price an important factor when searching for products to your home?

The price is important, as I am a student with limited amount of money. I normally wish for such products from gifts. 14. What would you think about COS starting a home décor line? Would it attract your interest and would you consider buying to your Home at COS? I would consider buying COS home décor. And I would very likely buy things there.

109

15. If COS were to collaborate with a well-known interior designer would it raise your interest of buying products to your home from COS? Well I like the collaboration they did with HAY, and I would like to see that again, or Norman Copenhagen or Meraki. 16. Which of these moodboards attracts your attention the most? 2 17. Is there anything from these moodboards you would want to add or reduce? Maybe a little bit more colours and special products (blankets) and crystal glasses, lamps 18. Would it be a specific important product that you would want to see or what you consider a must have when referring to home dĂŠcor products?

110

Potential Consumer 1. Are you interested in home décor and interior products? Yes, I like creatinga a relaxed and cosy atmosphere in my home. 2. Can you give me an example on where you mainly buy products to your home? Ikea, Åhlens (Swedish department store), H&M Home and Zara home 3. What do you value the most when buying for your home? Quality, I want it to last 4. What would be the perfect home interior store be for you in terms of service and product? Good quality. Reasonable price. All kinds of things in one place. 5. What is the most beneficial product for you when buying for your home? I would say that I like kitchen equipment and are mostly drawn to candles or mugs when I buy something from interior stores, especially during the beginning of the fall season. 6. Which one of these moodboards attracts you the most? Describe why. Nbr 4. I like the wood, the color palette and the shapes. I like the warm tones 7. From the moodboard seen which product range attracts you the most, would you want to add or reduce something? From all of the moodboards? Hmm, nothingg specific that I can think of. 8. Which color palette do you like the most? Nbr 4. 9. Can you give me an example of how these moodboards could improve? In terms of product, colors, pattern style or any other suggestion you could come up with. Maybe more bright/contrasting colors. None of them have a statement piece, I would prefer to see less stuff but more unique design. 10. Would you consider buying any of these products? Sure, depending on the price and quality. 11. Is the price an important factor when choosing products for your home? Yes. 12. What would be your suggested price for home décor and what would be a maximum price level for you when buying some of these products? It’s a pretty wide range of products so that’s hard to say. And again, it depends on the quality of the items. But I would not mind spending a little bit more if I know that it will be a uniqe or long lasting item.

111

13. What do think about fashion brands that combines with home interior such Zara home, H&M home et.c? Fine. They usually have trendy pieces for less money. 14. Have you heard or shopped at COS? If not would it raise your interest if they would have any of these products? I have heard of but never shopped. Yes. 15. If Cos started to promote their new home décor selection would it raise your awareness and interest for their new product assortment? Depends on the promotion and the products. 16. What type of advertising or promotion would raise your interest if COS started a home décor line? Collaborations with influencers, In magazines, At the subway, On Instagram, On billboards and by images I can get inspiration from of a decorated home. 17. In terms of quality what do you value the most and what would be a considerable good quality for you? Something that lasts for a long time. Materials that won’t decay over time. Stuff that can be cleaned and washed and reused. 18. If COS would collaborate with a well- known or your favorite interior designer would that increase the interest for the brand? I would say it depends more of the outcome of the collaboration than of the designer. 19. Do you like minimalistic design? Yes. I do not like when there is a lot of objects in my space

112

Interview Moodboards

113

4 114

6 115

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