Catie Jenschke

Christi Aldridge
Erika Cervantes

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Table of Contents

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2. Agency
3. Table of Contents
5. Letter of Introduction
7. Marketing Analysis
14. Mind Map
16. Market Profile
19. Positioning Statement
21. Big Idea
23. Rationale
25. Advertisements
30. Direct Mail
33. Billboard
35. Guerilla Marketing
37. Radio Advertisment
39. TV Commercial
43. Research

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Letter of Introduction

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Dear Ms. Jennifer Pritchard,

When it comes to watches, Fossil is the first name on everyone’s lips.

Check the wrist of any college student or young professional, and you’ll
find a watch there, not only as a timepiece, but also as a fashion state-
ment.

The vintage look of Fossil has allowed to brand to capture a unique

position in the consumer’s mind and expand its line beyond watches to
accessories, clothing and even shoes while maintaining a classy image.

With the growing popularity of wearing watches for fashion, we’d like
to zero in on what put Fossil on the map: the vintage watch. The watch
itself may be an ordinary product, but with the retro feel Fossil has add-
ed, it becomes a person expression of artistic and creative natures. The
customer is never limited to what a designer has created, but is allowed
to invent and build his or her own style. This creative expression en-
courage by Fossil, along with the vintage vibe the consumer gets from
the brand make for an outstanding product that is to be envied.

With over two-thirds of annual sales coming from watches, there is

obviously no shortage of love for the product and brand Fossil has built.
Let’s share that brand together with the world and watch as the love
grows.

Sincerely,

Catie Jenschke Christi Aldridge Erika Cervantes

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Marketing Analysis

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Fossil, Inc. Hulen Mall
2280 North Greenville Ave. 4800 South Hulen Street
Richardson, TX 75082 2nd Floor Suite # 235
(214) 234- 2525 Fort Worth, TX 76132
(817) 263- 6233

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2. Products and Services

Fossil has a variety of products including clothing for men and women, handbags,
jewelry, shoes, and sunglasses but their main focus is still on their original product;
watches. On the website they also sell one-of-a-kind vintage items such as boots, old
cameras and radios, old keys, and vintage jewelry.

3. History of Company

Fossil was founded in 1984 and was a leader in accessories, mainly watches for men
and women. In the early 90s, they expanded their product line to include purses, belts,
and sunglasses. The company opened a group of outlet stores in 1996 and in 2000
they created another line called Fossil Jeans Wear which included clothing for men and
women.

Fossil is known for their watch tins and had a contest in 2006 for designers around the
world to design a watch tin for the company. Fossil published a coffee table book show-
casing its most creative watch tin designs over the last 17 years. The tins are a very
popular collectible and people even sell and trade them on sites like EBay.
Fossil products are sold in more than 2,000 retail shops such as Nordstrom, Macy’s,
Dillard’s, and J.C. Penney. Private label items are sold in Target and Wal-Mart. Fossil
owns 53 retail stores and 60 outlets stores as well.  Fossil products are sold in over 90
countries worldwide. Their tagline, “What Vintage Are You?” represents the company’s
desire to mix retro vintage with the trendiness of today’s style.

Fossil Inc., owner of Fossil Brand also sells items under its many proprietary brands
such as Adidas, Burberry, Relic, DKNY, and Emporio Armani.

4.  Current Positioning of Company   

The current positioning of the company is modern yet vintage products. Their tagline
is “What Vintage Are You?” and this represents a creative style and a sense of unique-
ness. They like to be labeled “accessible cool.” Lack of brand identity due to a large
introduction of products and accessories.

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5.  Desired Positioning  

 Desired positioning is to refocus the ad campaign on what made Fossil successful:

watches and their tin cans. Not eliminating other products and accessories but empha-
sizing the idea of watches to draw people into the stores.

6.  Objectives of the Campaign   

The objectives of the campaign are to bring attention back to the brand by placing
emphasis on why people fell in love with the brand in the first place-their unique and
trendy watches, the collectible watch tins, the quality of the timepieces.

7.  Target Market   

Target Market is “young professionals” in their 20’s and 30’s with disposable income.
Demographics would be people out of college that already have professional jobs and
are making enough money to spend it on nice things and live a more affluent lifestyle.
Psychographics would be people that live a life where they can spend money freely.
Laid back but trendy at the same time: somewhat artistic, unique but with a casual at-
titude. These people are free spirited or bohemian cool while creative with quality guar-
anteed.

8. Main Message

The main message of the campaign will be defined by the slogan “Spend Time.” How
do you spend your time? Fossil will help measure your life, but what are you going to
do to fill the time? Using a refined, classic style to incorporate Fossil’s watches into an
overall theme about your lifestyle, the message is open to interpretation and can apply
to anyone. We all have time on our hands, and have to decide what to do with it.

Benefits & Appeals, Selling Points

Fossil watches serve as a timepiece and a fashion accessory. With a vintage feel and a
modern design, Fossil watches appeal to creative young adults. Buy a watch that looks
great in the office or create your own at an in-store “watch bar” to show off your inner
creativity. Express your personal style.

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As a classic timepiece, Fossil watches never go out of style. And if you ever need a
new battery, come in to a store for a free battery replacement that takes only about five
minutes.

9. Competition

Fossil’s main competition would be considered Swatch. The Audience thinks of the two
as main watch sellers. Secondary competition would include stores like Banana Re-
public, Express, and Guess? While these stores share the same products that range
around the same price, their target market is different.

10. Frames of Reference

Fossil is currently using the tagline “What vintage are you?” They are focused on all
they current items they sell in stores and online. Based on research, we have chosen
to stay away from the vintage image when promoting the one product; watches.

11. Points of Difference

Compared to other companies, vintage is what separates and distinguishes Fossil.

While there is no other store that has the same exact image, there are many that sell
the same products. Their main competition is Swatch and they focus only on the pro-
moting of this item. Since Fossil’s most sellable item is the watch, it would be idea not
to ignore other products as a whole, but to remind people what made them
famous.

12. Barriers

The company’s main barrier would be the lack of cohesiveness. The addition of all the
products doesn’t quite unite with the store’s original starting products. There are sev-
eral themed stores throughout the world that also feel out of place when compared to
what the brand sells on a regular basis causing confusion for the audience as to what
their true identity is.

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13. Additional Key Factors

The company’s revenue is mostly due to the wide variety found in the watch depart-
ment of the stores.

14. Impact & Action

Our campaign will bring the Fossil watch back into the spotlight. Currently, Fossil
doesn’t have a clear marketing position. With all of their new additions to lines and
store expansions, a distinct brand has been lost. This campaign will bring the focus
back on what landed Fossil on the map: their watches. The expected action is that the
target audience, young adults, will become more aware of the watches that Fossil is
famous four. Since watch sales are already two-thirds of Fossil’s annual sales, we’re
not aiming to increase sales.

15. Mandatories

For our campaign ads, the brand name has to be present along with the tagline “Spend
Time.” It will state the personality of the company while making Fossil reconnect with
its audience and remind them about the start of their identity.

16. Image

The direction of the image that Fossil needs to focus on is watches. As 2/3 of their
income, and over 2000 models, watches are what made them famous. We are turning
the campaign into a personal matter with our slogan “Spend Time,” meaning watches
are part of your daily life with quality. It’s something that you can rely on while making a
statement and incorporating it into your lifestyle.

17. Tone

The tone of the ads will be upbeat and young-at-heart. Since Fossil is a lifestyle brand
that is re-focusing on watches, we’ll use a similar approach. Be young. Be fun. Be
spontaneous and unpredictable. Positive and happy words and lighting will guide the
ads into the hearts of Fossil’s audience.

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18. Look & Feel

Since Fossil’s positioning in the market has been that of vintage and retro-feeling
watches, accessories and apparel, we’ll use a vintage feel in our ads for Fossil watch-
es. There will be a distinctly modern twist to the look of the ads as well. We don’t want
Fossil to be the watches or accessories for what some might consider “old people.” We
want the ads to channel the vibe of the 50s, 60s and 70s, the relaxed and free feeling,
yet also have a modern, refined edge – just as Fossil’s watches do. Thus, the ads will
feature the watches in large graphics. All promotional materials will focus on watches,
as well, even down to a direct mail campaign shaped as a watch.

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Mind Map

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Market Profile

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 Katie Simmons is a 33-year-old graphic designer. She got her
first Fossil watch when they were all the rage, in the 80s while
she was in Junior High. She has been loyal to the brand since
then because the watches are quality timepieces that last and
she likes the quirky yet elegant designs. The unique clothing and
funky handbag appeal to her artistic side.

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 Bree Phillips is a 21-year-old college senior majoring in
Journalism. She was studying abroad in England and went into a
themed Fossil store there. She immediately loved the laid back,
casual yet still upscale clothing and accessories. She likes things
that look timeless but still trendy and current.

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Positioning Statement

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Fossil is the watch brand that doesn’t limit you. You have your choice of watches
produced by designers, but you can also build and create your own from a variety
of faces and bands. Fossil provides a vintage feel with a distinctly modern twist.

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Big Idea

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Since we are refocusing fossil’s advertisement for watches, we came up with the
slogan “Spend Time.” This allows the viewers of the ads to discover all the differ-
ent ways they can spend time. Fossil watches are more than just for fashion state-
ments, it’s a way you live your lifestyle and spend your time.

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Rationale

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Fossil has been pushing many different types of products: handbags, accessories,
jewelry, sunglasses, clothing and most recently shoes. However, the company start-
ed with solely watches, and through our research we found that watches still com-
prise the majority of Fossil’s sales. Based on that, we’d like to construct a campaign
that is based on the watches and reaffirming emphasis on the most popular product
of the line. The company has a weak and thin campaign currently that lacks a coher-
ent message. We’d like to go back to the time when Fossil was all about their watch-
es and remind people what they first loved about the company.

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Advertisements

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 Playing with
your children

n d
e
Sp
Living
Your Being
Life Ti Happy
me

With
Friends

Spend Time
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Spend Time
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 That’s the
One!

Because others just don’t fit right!

 Your Design.
Your Choice.
Your Style.

Spend Time
Direct Mail

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 You know d
en
Sp
what you like. Ti
me

Build your
So create it
yourself. own watch.

Spend time.

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 d
en
Sp
Ti
me

Your design.
Your choice.

Create your
perfect watch.
Your style.
Spend time.

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Billboard

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 12

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en 3
Sp
Sp e n d Ti
Spend time. 9
me

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Guerilla Marketing

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 Your design.
Your choice.
Your style.
Create your perfect watch.

You know what you like.

So create it yourself.

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Radio Ad

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 (sounds of clicking, carefree music)

Woman: No, try that one.

No, not quite.
Ooh, the crystals!
Hmm, almost.
Black leather? Why not.
Wait…I just found it! Uh huh, uh huh, yes, it’s perfect!
Of course it is, I designed it!
(Voiceover: Fossil. Spend Time.)

Its fun and easy to create your own style with build-your-own watches from
Fossil. Just visit a location near you or go online at Fossil.com and
try all the different possibilities until you find the right one for you.

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TV Commercial

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VIDEO: AUDIO:
MONTAGE OF SCENES
Happy woman shopping Carefree music plays in back-
and trying on shoes. ground.

Voiceover: Trying on a pair of

shoes...or three.

Voiceover: Spending quality

Young family laughing
time at home with family.
and eating dinner together.

Friends smiling, laughing, Voiceover: Passing the time in

taking photos of each other. the sunshine with your friends.

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Friends play guitar and dance. Voiceover: Enjoying an impromptu
concert.

Group of friends having a great Voiceover: Laughing with people

day of outdoor activity. you care about.

Young woman enjoying time Voiceover: A whole day curled up

reading books. with a great book.

                 Spend  Time.

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10 Second ID:

VIDEO: AUDIO:

Montage of friends Carefree music plays.

laughing and young man
listening to music on head Voiceover: A night on the
phones. town with your best friends.

Voiceover: Getting
lost in your favorite
song.

Spend Time.

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Research

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Fossil has a long history of producing unique and quality watches, which is how they
cemented their reputation as one of the leading watch retailers. When Fossil came
out in the 1980s, there wasn’t anything else like it. Packaged in cute and collectible
tins, Fossil watches were a statement about who you were and what your style was.

Over the years Fossil has came out with limited edition watches, such as Star Wars
and Superman. These were produced in small quantities and can now be found
through collectors and on Ebay for a much higher price than they originally went for.

Many people consider themselves Fossil collectors, and will even pay higher prices
for some of the most special watches such as watches created for sports teams or a
watch with Elvis on the face.

Fossil has always represented more than just a timepiece; it’s a brand that ex-
presses who you are. Now that Fossil has branched out into other products such as
clothes and handbags, they have created an overall unique look.
Some people consider Fossil watches miniature works of art that will inspire com-
ments and compliments whenever you wear one. Fossil has made a name for itself
creating quality watches that don’t cost too much and taking care of their customers’
needs…for instance they offer one of the longest warranties available compared to
other watch retailers.

People have long associated Fossil with quality, trendiness, and affordability. When
people think of Fossil, they think of a retro nostalgia mixed with today’s trends to
produce an interesting and extraordinary fashion statement.
Once people fall in love with their Fossil, they tend to be long time consumers. But
the focus remains on the watches, the cornerstone of the Fossil empire.

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Spend Time

April 2010

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