Cosmetic Brand 'Cos' Makes a Comeback

Consumers, tired of continuous price hikes by luxury brands, are turning their attention to brands that offer sophisticated designs at accessible prices. A consumer trend is spreading that prioritizes aesthetic completeness, silhouette, and the essence of materials over the prestige of a logo.

COS, dubbed a "high-end taste" brand, is gaining attention for embodying The Row's minimalist aesthetic at a reasonable price. It has secured a position beyond that of an SPA brand with its architectural silhouettes and refined color palettes, receiving consistent support from consumers who value aesthetic completeness over logos. In fact, a video comparing COS knitwear with The Row's knitwear became a trending topic on TikTok.

Massimo Dutti, known as the "Hermès for office workers," also creates an effect of looking more luxurious than its actual price through its use of high-quality materials and logo-free designs. Its harmonious color schemes and stable tailoring are praised for offering fail-proof elegance. Swedish brand Arket focuses on essential elements like knitwear and tailoring instead of ostentatious designs, presenting "clothes that gain value the longer you wear them" through investment in natural fibers and classic fits.

"The democratization of fashion" through designer collaborations is also a backdrop to this trend. Uniqlo has realized the tailoring and luxury of high-fashion houses at reasonable prices through collaborations like "Uniqlo U" with Christophe Lemaire, its collaboration line with Jonathan Anderson, and "Uniqlo: C" led by Clare Waight Keller. This contributed to Fast Retailing, Uniqlo's parent company, recording its highest-ever sales even amidst a slowdown in luxury consumption.

The success of these brands is also evident in actual sales. Zara's faux leather jackets are gaining popularity as "Saint Laurent-esque jackets," and Massimo Dutti's slim sneakers are reminiscent of Miu Miu's sneakers. COS's tailored jackets and bags evoke The Row and enjoy steady popularity, while Uniqlo's baggy jeans and zip-up sweatshirts are also drawing attention.