Daniel Herrmann's Playbook for Building COS Into a Global Fashion Force

It may feel like COS is having a moment. But according to Daniel Herrmann, Managing Director of COS, momentum is not about a single season or campaign. It is about consistency, execution, and clarity of strategy over time.

COS has emerged as one of the most compelling brands in global retail by focusing on disciplined product creation, strong brand positioning, and long term investment in both physical and digital experiences.

Strategy First: Building an Authentic Brand Direction

Herrmann emphasizes that there is no universal retail strategy that guarantees success. What matters is choosing a direction that builds authentically on who you are as a brand.

At COS, that direction is anchored in collaboration rather than a single creative figurehead. Instead of relying on one dominant creative director, the organization operates through cross functional teamwork supported by what Herrmann calls a unified brand universe.

This brand universe defines:

• The core business idea
• The target audience
• The desired market position
• A clear brand point of view

That point of view centers around three pillars:

1. Relevant Fashion Movements

COS selectively engages in fashion moments that align with its identity. Seasonal runway shows are one example. These shows are not short term commercial drivers but long term brand building platforms that elevate product and reinforce positioning.

2. Craftsmanship

From the beginning, COS has focused on quality, material integrity, fit, and silhouette. Craftsmanship remains central to its value proposition and distinguishes the brand within the premium contemporary space.

3. Innovation

Innovation applies not only to product design but also to store architecture, materials, and overall experience. It reflects the brand's response to evolving industry expectations.

Product Is the Foundation of Growth

Herrmann is clear that none of the brand's success would exist without strong product.

Creative, desirable product is the primary growth driver. Marketing, shows, and storytelling only amplify what must already be compelling.

COS does not define itself by price. Instead, it defines itself by value.

The brand operates in a strategic bridge position between high street and luxury. Customers may trade up from mass market brands or trade down from luxury labels. COS captures both audiences by offering high quality design at a compelling value equation.

Price architecture plays a supporting role:

• Entry products invite new customers into the brand
• Higher price points expand the assortment for luxury trading customers

The goal is not to compete on price alone but to build lasting perceived value.

A Laser Focus on the Urban Professional

COS builds its collections for culturally aware young professionals living and working in major global cities.

These customers appreciate:

• Thoughtful design
• Quality materials
• Modern silhouettes
• Cultural relevance

By narrowing focus rather than broadening it, COS ensures clarity in communication, merchandising, and brand storytelling.

Saying no has become as important as saying yes.

Flagship Stores as Brand Statements

Physical retail remains central to the COS strategy.

Rather than operating multiple store formats, COS has streamlined its fleet into two categories:

• Standard COS stores
• Flagship stores

Flagships receive elevated investment and are treated as immersive brand environments.

For example, the Beijing flagship incorporates architectural references inspired by the Forbidden City and traditional Chinese design elements. While unmistakably COS in aesthetic, the store reflects local cultural context.

These spaces serve as:

• Brand showcases
• Emotional connection points
• Content creation engines

Herrmann views physical stores as some of the most powerful branding tools available to modern retailers.

Cultural Relevance Through Thoughtful Partnerships

Cultural relevance is one of four key drivers Herrmann attributes to COS's current momentum. The others include creative product, authentic storytelling, and creative discipline.

Cultural relevance is not about constant collaboration or noise generation. It is about careful selection of partners and moments.

Examples include:

• Art collaborations curated with respected creatives
• Campaign talent such as Adrien Brody
• Fashion week runway shows positioned with intent

The approach prioritizes alignment over hype.

Digital Evolution: Product First, Always

COS acknowledges that digital remains an area with room for improvement. The company recently completed a full replatforming to a modular technology stack, allowing greater flexibility and targeted enhancements.

However, digital strategy begins with product.

Online experience is designed to elevate product presentation and storytelling. Operational excellence such as payments and returns is essential, but not the primary differentiator.

Marketing investment has also shifted from purely performance driven tactics to brand and awareness building. Physical events such as runway shows, flagship openings, and cultural activations function as powerful digital content generators.

In this model, physical and digital channels intersect to reinforce one another.

Execution Over Hype

When asked about the future in a market shaped by wealth disparity and shifting consumer dynamics, Herrmann returns to execution.

COS sees opportunity in serving both ends of the spectrum:

• Customers trading down from luxury
• Customers trading up from mass market

The key is consistency.

Momentum is not sustained through constant reinvention. It is sustained through disciplined execution, empowered teams, and clarity of priorities.

The Core Lesson: The Power of Saying No

If Herrmann leaves one takeaway, it is this: focus and discipline matter.

Brands often struggle not because of lack of ideas, but because of lack of prioritization. COS has succeeded by cleaning up its strategy, aligning teams around a unified brand universe, and committing to long term consistency.

In a volatile retail landscape, restraint can be a competitive advantage.