The art of fashionable branding

Topics: Brand, Branding, Brand management Pages: 76 (24315 words) Published: July 23, 2014
Bachelor Thesis in Business Administration, Marketing
University of Gothenburg
School of Business, Economics and Law
Spring 2012

The art of fashionable branding
- the success of the Swedish fashion brand COS -

Authors: Fanny Bengtsson & Maja Vilic
Tutor: Martin Öberg


At an early stage of this thesis we knew that we wanted to write about something we are passionate about. With us both being interested in brands and branding, within the fashion industry in particular- we started from there. It did not take us long time to decide that we want to study COS – Collection of Style, especially with the upcoming launch in Gothenburg that makes them even more up-to-date. After many hours and long days of discussions, reading, searching and writing we are done with our thesis.

We would like to thank everyone involved in our thesis. We would especially want to thank our very proficient correspondents for taking the time to answer all of our questions and doing so with a pleasure. Thank you Eva Ossiansson, researcher and lecturer within marketing at School of Business, Economics and Law, Pernilla Wohlfahrt, New Business Manager at H&M Group, and Emelie Gustafsson, Project Leader at Forsman & Bodenfors. Also, a special thank you to our tutor Martin Öberg for his guidance (especially in the guidance of finding the right lake), knowledge and inspiration through our work. Last but not least we want to thank each other for a great collaboration – we have learned a lot!






Gothenburg, 2012-05-22

Fanny Bengtsson





Maja Vilic


Bachelor Thesis within Marketing

The Art of Fashionable Branding – the success of the Swedish fashion brand COS


Fanny Bengtsson and Maja Vilic


Martin Öberg

Date of seminar:



Brand, branding, Fashion, Fashion branding, Retail industry, COS


The market is a highly competitive and uncertain space where companies and marketers are constantly striving to create brands that will gain the customers attention and loyalty. For fashion brands it is even more important, with the constant changes in trends and what is “fashionable”, that happen faster and faster. For a designer and creator of a fashion brand it is not always easy to identify and know how to manage the branding of their brand as sometimes the design and the operational processes are very separated. May it then be in need to have a different approach to branding than within other industries and how is a strong and successful fashion brand created? To get a deeper understanding of this topic we have used COS, an independent premium fashion brand within the H&M Group.


The purpose of this thesis is to discuss how COS became a strong brand in short time (five years) and whether these factors will make the launch in Gothenburg successful, from a company’s perspective.


To fulfil the purpose of this thesis we conducted a qualitative method approach. We conducted one in-person interview with marketing professor Eva Ossiansson, also two e-mail questionnaire interviews with managing director of COS Pernilla Wohlfahrt and Swedish advertising bureau Forsman & Bodenfors. We believed this method was in good use to help us receive an enhanced knowledge of the aspects of branding, and how to build a strong fashion brand, additionally the potentials of the new COS store in Gothenburg.


Conclusion: To build a strong brand within the fashion industry it is important to know what characteristics and specific challenges there is in this particular market setting. The key characteristics are the constant change of trends and fads and the importance of timing and flexibility. Yet, the importance of having a strong brand identity and...

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