Cos - who is their target market?

[Whatalie]

I bought a dress in the sale at Cos. I love it and it suits me. DH loves it as it's quite fitted!! Had I seen it online on the model I would never have bought it. We then looked at the rest of their range and although some of it is lovely it just all seems quite shapeless. Quite androgynous I suppose. I just wondered who buys their clothes I suppose.

I wish I hadn't opened this thread now. I've never bought anything from Cos - never even been in before, though there is one close to my office - but it all looks very "me". But I really should lose some weight and win the lottery before I buy anything else.

Aoife, that tallys with my impression of the Berlin store, to generalise wildly I did get the impression that German twentysomethings were more likely to dress in a sombre restrained style than your average New Look, Primark addict, maybe they have more disposable income..

Cos is a bit of a god send for someone who definitely doesnt want to go gently into that goodnight of beige/fleece/nondescript/clothing for older ladeees. I actually checked out Gransnet as I wasnt sure if I'm Mumsnet 'target market' but sadly there isnt a fashion bit and Cos didnt show up in a search! I'm over 60 and although not as willowy as I used to be I find Cos' things have a bit of designery interest and with some selective searching can turn up some really good pieces. I'm tall and have always avoided fussy details and tweeness, just makes me look ridiculous! Quality can be ho hum (avoid washing knitwear even tho it says you can on the label).

Although owned by H&M, COS is actually designed in London. In fact, Rebekka Gay, the woman responsible for its launch and aesthetic has recently left and gone to GAP as creative director, so I'll be interested to see if she works her (Danish) magic there.

Somewhat amusingly, (to me at least), some of the fabrics they use for coats and jackets are upholstery fabrics by the Danish brand Kvadrat!

Sans sucre -perhaps upholstery more resistant to wear? I shall look out for it

I am surprised at some of the comments. I have found cos one of the most flattering brands for my postnatal body.

I only buy work clothes 2 a year. Summer and winter sale. You get very flattering cos dresses for about 40-50£ in the sale and as it is a dress all you need to add is tights. Which i get in sainsburys 25% off sales.

As I am Swedish maybe the style is very close to home for me but for work you just cant beat it in my opinion.

You HAVE TO TRY IT ON, the website with their androgyn teenage body models do not give a true reflection on how ut looks...