A look at Fossil, one of the most successful companies in US. Analysis of the Fashion Brand Strategy, Fashion Design Strategy and the Social Media Strategy of the company
5. About the Company
• Founded in 1984
• Total Sales 2011 are over 2.5 Billion
• Market value of 6 Billion
• 4 Segments:
North America Wholesale
Europe Wholesale
Asia Pacific Wholesale
Direct to Consumer
by Paulina Perepelkin
6. Leadership
•Started by 2 brothers, who still own 30% of the
publicly traded company
•Mr. Kosta N Kartsotis is the Chairman of the
Board of Fossil, and has been the CEO since
2000. Has served as the President and COO from
December 1991 to October 2000. Joined the
company in 1988 after founded by brother.
by Paulina Perepelkin
7. Distribution Channels
• Department Stores
• Specialty Retail locations
• Specialty watch and jewelry stores
• Owned retail and factory outlet stores
• Mass Market Stores
• Owned and Affiliate Internet sites
• FOSSIL catalogue
by Paulina Perepelkin
9. International Presence
•Over 120 Countries worldwide
•22 Company Owned Foreign Sales Subsidiaries
•60 Independent Distributors
by Paulina Perepelkin
12. Direct Sales
• Fossil, Inc. brand merchandise, including watches, leather
goods, shoes, sunglasses, soft accessories, clothing.
• 450 Stores:
• 250 full price accessory stores -145 outside of North America
• 138 outlet locations -50 outside of North America
• 33 clothing stores - 2 outside of North America
• 15 multi-brand stores -12 outside of North America
• 14 SKAGEN brand stores, 8 outside of North America
by Paulina Perepelkin
13. Production &
Supply Chain
•Own (watch) production sights in Asia,
Switzerland
•Global presence
•Design, manufacture, collaborate, supply
•Well-developed company, close to 30 years
experience in fashion business
•Established reputation & presence in minds of
customers by Paulina Perepelkin
14. Style:
Long Live Vintage
•Modern Vintage: fusing the best of the past with
the best of today
“Fossil, Inc. understands the appeal in thrift store
shopping. After all, vintage clothing and
accessories are hip—the new style is to be old-
styled.” (Press Release 2009)
“The longer you have it, the better it becomes”
(Catalogue 2011)
by Paulina Perepelkin
28. Engaging
• 2006 - Design Contest to develop artwork for the tin
• 2006: Official NFL watches
• Coffee Book
• Collaborations With Sony Ericsson
• 2008: Exhibit at American Museum of Advertising &Design
• 2009: Photo Contest
• 2009: Custom Gibson Guitar
• 2011: Global Licensing Agreement with Karl Lagerfeld
• 2011-2012 “Fossil Finds” Faux vintage collaborations
by Paulina Perepelkin
29. Conclusion
•A vintage style company with an innovative side
•Positioned well to respond to ‘fast fashion’
•Challenges ahead - leadership change
by Paulina Perepelkin