Posh COS and Yo Grandma's Pants

I just went into the clothes shop COS in Singapore and was treated to some of the snootiest staff service I've encountered in a while. Of course, the cliche is that we expect snobby staff in very high end stores like maybe McQueen or Stella McCartney. The assumption is that only the very richest of customers are welcomed in these stores, so if you appear less wealthy, staff will look down on you.

But this was COS!

And I'm from London.

COS is part of H&M. And in London, it is like the 'older sister' of H&M. It's an affordable high street store, with nicely designed, slightly minimalist, clothes. It's where the H&M shopper goes after they hit 30 and have a decent job. It is not McCartney or McQueen!

In Singapore, however, COS is situated next to the likes of Vivienne Westwood and Issey Miyake. And it also might be a little bit more expensive. COS in Singapore is positioned as luxury fashion. And the staff certainly believe it is! (Even though it slightly made me laugh ^^)

Brands quite often position themselves differently in markets globally. Or for a bunch of reasons, they become organically positioned differently due to local perceptions or events. And this can seem strange or amusing if you're an expat, or travelling a lot. Here are a couple more examples:

Starbucks (American)
In the UK: a ubiquitous and unremarkable coffee chain. In London, it's the one which tourists are most likely to frequent. It's OK, but not special. Good for a quick takeaway - probably not somewhere you'd choose to sit and socialise. (We prefer other chains, or independent cafes for that.) In fact in the 90s - when there was a big UK backlash against big global corporations - Starbucks was socially branded as a bad place. The ubiquitousness of it is also a bit unpopular and 'uncool' in the UK. Because uniqueness is generally more fashionable.

In Singapore: quite hip. For some reason (which might come from South Korea?*) Starbucks is apparently seen as a fairly trendy place to go or to work. And actually, the standard of service from the young students in Starbuckses in SE Asia stands out way above that in other global coffee chains. Because it's more fashionable, so the chain can pick the best staffers? Ubiquitousness is also viewed very differently in Asia - it's generally a sign that something might be good, and desirable. In Singapore, I would definitely go to Starbucks. Simply because for service it is better than many other venues.

*Apparently in certain areas of Seoul, it is (or was once) seen as quite chic to be seen or photographed walking around with a Starbucks coffee takeaway or tumbler in your hand. So maybe this sentiment has spread around the region? South Korea and Japan are fashionable in SE Asia, and often set trends. And I'd guess this was a deliberate IG campaign started by Starbucks's S Korean marketing department. Otherwise why would it be Starbucks, and not another big, global coffee chain?!

Uniqlo (Japanese)
In Japan: bog-standard utilitarian clothing store. It's where you got to get decent quality basics and thermal underwear for the winter. It is not fashionable. In British terms it's an equivalent of maybe BHS!

In the UK: quite fashionable. OK, from my limited experiences in Japan and the UK, the stock is different - with more designer collaborations etc in London. But even for basics, Uniqlo is ever so slightly trendy - it's where the art and design set might go to buy their basics and black polo-neck jumpers! (As well as thermal underwear..) Because it's Japanese. So it's a little bit different - and special/unique - from the usual basics we can buy in the UK!

In Singapore: somewhere in between the above two. Japanese things are often fashionable here, but Uniqlo is not particularly outstanding. The styles are a little more conservative than the Uniqlo clothes in London, though there are still a few nice things. But it is probably more of a family and basics store in Singapore.

M&S (British)
In the UK: trusted own-brand department store; part of our heritage! The food today is seen as quite posh and very good quality (with high prices to match!) but the clothing lines are viewed as little dull and  old-fashioned. Incidentally, M&S food halls are massive in the UK and sell all kinds of wet and dry foods. Good for clothing basics; M&S cotton (under)pants are a men's and women's staple in probably every British wardrobe (and were for our parents, and maybe also grandparents)!

In Singapore: luxury or semi-luxury store. OK it is mostly clothing items sold in SE Asia (and a small selection of dry foods). The prices are actually not far off what they are in London - but that equates to quite high cost in many SE Asian countries. (London is an expensive city!) If you compare the items in good local stores or supermarkets (as you might find in Singapore) M&S is at a much higher price point. It is a good place to go for traditional English foods as gifts, though - and if you're in Singapore and want to try British crumpets, Christmas pudding or Hot Cross Buns, it's worth the splurge! 

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English learners: 'snooty' is a slightly informal British English term which describes a person or behaviour which is a little bit snobby or aloof, and looks down upon others. (Not to be confused with 'snotty' which means bad tempered and rude!)