Cos we’re worth it?
Last week I was positively buoyed by the news that Cos was opening on our shores – in BT2 in Dublin, to be precise – but one visit to the store later and I am unconvinced of its success here. …
Last week I was positively buoyed by the news that Cos was opening on our shores – in BT2 in Dublin, to be precise – but one visit to the store later and I am unconvinced of its success here. And I’ll tell you why.
Do any of you watch Take Me Out? This may seem like a bizarre non-sequiteur, but I have a point, I promise. It’s a dating show in which one hapless young man is introduced to a bevvy of Irish ladies, who then get to turn their lights off according to which particular utterance of his extinguishes their fever (every time one of them turns their light off I get an uncontrollable urge to warble “Roxaaaaaaaanne” at the telly).
The point of that little clip, above, is to allow you a glance at what the young, eligible women of Ireland are wearing. Are they matching their minimalist peg-leg beige trousers with white mannish shirts and chunky knits, accessorised with leather double-tie belts and ankle boots? Are they teaming their shift dresses with oversized jewellery and pops of colour? No, dear readers, they are not. They are going into Coast, Karen Millen or River Island and they are picking out one dress, which they will then accessorise with the odd necklace or pair of earrings, and the highest heels they can find (after the mandatory soaking in St Tropez).
Fake tan aside, these are not necessarily bad things – but my feeling on the matter is that Irish women don’t like to have to work too hard with their outfits. They want clothing that, essentially, does the job, and doesn’t require too much heavy lifting to be “fashionable”. Will they want Cos? Well, let’s take a look at this Cos-alike shoot from Vogue Italia (via Studded Hearts).
Juxtapose this clean colour-blocking with what you see on Take Me Out, and the future for Cos – which specialises in colour-blocked items with loose, clean cuts and accents of colour – doesn’t seem all that bright in Ireland. I just can’t see Irish customers going for a loose navy tunic that needs belting and accessorising and remains quirky rather than sexy. What do you think? Have you been in? Did you buy anything?