Cos’ muted colour palette of sludgy tones and soft peach, pink and blue makes it difficult to pick out key looks, especially as product is lined up one after the other on long rails. But on closer inspection voluminous skirts and stiff folds of fabric on dresses, drop-crotch trousers and body-con, panelled dresses all stand out and nod to spring 09’s trend for angular shapes.
Cos’ offer is separates-heavy, with skirts emerging as standout pieces. The first quarter of the store is given over to more trend-led product and a colour palette outside grey and black, with peach and soft pink and blue dominating the range. The rest of the shop is a sea of dark product with limited accents of bright orange, blue and purple. Smarter, more tailored product make up about a quarter of the offer in the middle of the shop, but pieces are generally blended together.
For a contemporary retailer, Cos’ Westfield store is volume-led, but cleverly merchandised so customers don’t feel cramped. The walls are completely covered in rails, meaning that product is kept away from the middle of the shop floor, and different categories are segmented by more rails – there are no standalone fixtures. Staff were heard passionately discussing the best ways to merchandise new season stock.
Cos offers excellent value for money. A 100% silk dress with horizontal ruffles is £79 – a good £30 below competitor – merino wool jumpers are £39, a sculpted skirt with voluminous hips is £45, while a body-con dress with exposed zip is £65.
A lot of the material is quite see-through, I liked a few tops but you could see everything.
Jackie Burn, 57, Charity Worker