Essays on COS Australia Company Marketing Case Study

Tags: Company
Download full paperFile format: .doc, available for editing

The paper "COS Australia Company Marketing" is an outstanding example of a marketing case study. COS Australia is a new consumer product that has to be reviewed for the effectiveness of its product launch as well as commercialization. The report discusses special swimsuit for kids aged 10 to 13 years that can be won inside other clothes. Swimsuits for kids that can be worn as underclothes are rare in the fashion industry. They do not retain water and can be worn back after a session of swimming by the kids. It is important to explore the competitive positioning of the product so that it may successfully compete with other established brands in the market (Zimmerman & Blythe, 2013).

COS is a fashion brand targeting women and men who desire functional, modern, considered design. Swimsuits for kid will follow the supply chain for established products of the company that are already in the market. Background context COS brand developing swimsuits for kids has to penetrate both new and existing fashion markets and gain a market share. Swimsuits that are available in the market are heavy and cannot be worn as undergarments hence have to be carried separately when going swimming.

The material is a mixture of polyester and nylon that ensures easy draining without making the wearer wet. After hours of swimming the swimsuits can be rinsed and won back by the user. The fashion industry is very competitive (Sahaf, 2008). Market research and scanning will reveal the likability of the product in the market and the company to meet the needs of customers. Prior to the launch, aggressive promotion and advertising have to be done to ensure that enough awareness is created about the new swimsuits. Industry background The clothing industry has faced several challenges over the years with cautious consumer spending, intense competition as well as higher rent costs impacting the overall profit and revenue.

However, the industry revenue is expected to grow in the coming years. The growth is attributed to an online sales channel that has been developed by brick-and-mortar retailers. Economic uncertainty in the recent past has forced consumers to be extra cautious on their spending. The improvement of economic conditions, as well as the widespread use of online shopping, supports revenue growth in the clothing industry in Australia.

COS Australia brand developing special swimsuits for kids comes at the right time when the industry is experiencing growth (Riefler, 2012). American brands, English brands, Italian brands and Australian brands bring competition in the fashion industry in the local and international markets. COS Australia has entered the Australian market and promises to bring with it the competition that is visible in the fashion industry. Introduction of COS and company background Cos is a brand that is registered under the H & M Group which has its head office in Stockholm, Sweden.

H & M Group is a multinational company fashion and design that has branches across several countries. COS Australia is a fashion design brand that has been introduced to target the Australia Fashion market. The Special swimsuits for kids are a unique product that is being introduced in the Australian market. The fashion industry in Australia is competitive and requires the industry players to work hard to establish their new brands of products in the market.


Barrow, S. & Mosley, R., 2011, The employer brand: Bringing the best of brand management to people at work, John Wiley & Sons, New York.

Cant, M. C., Strydom, J. W., & Jooste, C. J. 2009, Marketing Management, Juta and Company Ltd, New Delhi.

Davies, G., 2008, Employer branding and its influence on managers, European Journal of Marketing, 42: 667–81.

Knapp, D., 2008, The Brand Promise, McGraw-Hill, New York.

Kotler, P. & Armstrong, G., 2010, Principles of Marketing, Pearson, London.

Mohr, J.J., Sengupta, S., & Slater, S.F., 2009, Marketing of High-technology Products and Innovations, Pearson Prentice Hall, London.

Parul., 2014, Consumer Behavior and Recent Trends for the Expansion of Tourist Attractions. Global Journal of Finance and Management, 6(5), 413-418.

Riefler, P., 2012, Why consumers do (not) like global brands: The role of globalization attitude, GCO and global brand origin, International Journal of Research in Marketing, 29(1), pp.25–34.

Sahaf, M.A., 2008, STRATEGIC MARKETING: Making Decisions for Strategic Advantage, PHI Learning Pvt. Ltd, Melbourne.

Schmitt, B., 2012, The consumer psychology of brands, Journal of Consumer Psychology, 22(1), pp.7–17.

Uzunolu, E. & Kip, S.M., 2014, Brand communication through digital influencers: Leveraging blogger engagement. International Journal of Information Management, 34(5), pp.592–602

Zimmerman, A. & Blythe, J., 2013, Business to Business Marketing Management: A Global Perspective, Routledge, London.

Download full paperFile format: .doc, available for editing
Contact Us