both of these brands

both of these brands the H&M group and both are selling Scandi minimalist fashion to the same considered customer their ads library you can see that different strategy to target the same customer PAID BREAKDOWN today we're Cos versus Arket Cos' ad library is very much and product focused clean lines neutral palettes the garment is always shot that really highlights the quality of the product their creative says the design is the point they're not trying to explain Cos to someone that doesn't or doesn't already understand it meta is therefore there to reinforce rather than new demand this is bottom of funnel brand-led retention overgrowth Arket's ad library is much warmer and more editorial where Cos removes the person from the lifestyle Arket puts them there's family adjacent imagery things lifestyle context their creative says this is how a person dresses and lives their copy is much and focuses on their values so they talk about responsible fibres considered design and the Arket Cafe as a lifestyle signal that loves a quite luxury aesthetic but also wants where their clothes come from both are selling to the same customer at the same price point but Cos sells the object and Arket sells the life around it and in meta those are two completely different briefs to the customer that already knows and Arket speaks to the customer who is still defining what that life looks like to her especially whilst wearing the clothes neither is wrong the same exact customer in their life and at a different relationship with her follow for more paid ad breakdowns