1. The H&M brand, Cos, entered the Australian market on the 19th November 2014, opening two stand-alone stores within two weeks in both Sydney and Melbourne. The Sydney store, on Martin’s Place, was Cos’s 140th store opening, with brands such as Giorgio Armani also on the same street and in close proximity of other internationally known brands. 

 

2/3. Currently COS has two stand-alone retail sites in Australia, in both Sydney and Melbourne. The brands flagship store in Sydney is an old commonwealth bank with high ceilings, white walls and plenty of windows to create a simple reflection of the brand’s simplicity. Also the store in a stone’s throw away from their sister company H&M’s flagship store.

 

The second store to open was in Melbourne, which followed shortly after the opening of the flagship in Sydney. Also located in a prime shopping area, the Melbourne store is located on the famous shopping street and arcade The Strand. Which is also home to international brands such as Acne Studios and Gorman.  Both stores are in a prime location for shoppers, which results in a constant high footfall rate.

 

4. Cos used a series of promotional strategies when entering the Australian market. Firstly to create the awareness of stores opening within the country, the brand’s store openings were featured in several publications, both fashion and lifestyle magazines. Including major fashion publications such as Vogue, Elle and Harpers Bazaar. As well as online publications and bloggers, such as The Fashion Advocate, this was one of the strategies used to create awareness. All articles and press coverage included quotes from head of womenswear design, Karin Gustafssn, quoting her on the Australian market and the Cos customer. This suggests that interviews or a press conference was dedicated to the entering the Australian market. All publications also published the head of womenswear design stating that there are plans to open a third retail space in the famous Bondi Beach in Sydney.  This store has yet to open, but the Scandinavian brand say it is high on the brands agenda.

 

Both stores are located in prime central shopping locations, surrounded by hundreds of other retailers. The Scandinavian brand used full window campaigns in the store windows, whilst renovating the retail space to the brands specifications. This is also an effective method of creating awareness, as both locations have a high footfall rate of shoppers.