brand attributes
DESCRIPTION
TRANSCRIPT
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
Founded in 1984, Fossil was the first American brand to bring value and style to
the watch category transforming the concept of timekeeping from the merely
functional to chic and stylish must-haves for the wrist. Since then, Fossil has always
been in the avant-garde, whether in terms of technology, the choice of materials or
design. Fossil offers an extensive line of watches under its proprietary
FOSSIL®, RELIC®, MW®, MW MICHELE®, MOBILEWEAR™ and
ZODIAC® brands during the 1990’s and, pursuant to license agreements,
under some of the most prestigious brands in the world, including ADIDAS®,
BURBERRY®, CALLAWAY GOLF®, COLUMBIA SPORTSWEAR®, DIESEL®, DKNY®,
EMPORIO ARMANI®, MICHAEL MICHAEL KORS® and MARC® by MARC JACOBS.
In the early 1990's, Fossil expanded its core business, launching a
line of accessory products including handbags, belts, small leather
goods and sunglasses under the FOSSIL and RELIC brands. The Com-
pany also owns or licenses proprietary technology for certain of its watch products,
including its BIG TIC® technology developed in 1998 and the patent-
pending combination automatic/quartz movement called TWIST.
Fossil also offers jewelry under the FOSSIL, DIESEL and EMPORIO
ARMANI brands and in 2000 introduced FOSSIL Jeans wear tar-
geted towards youthful consumers. In 2002 Fossil created a propri-
etary technology brand ABACUS®, targeted for distribution in the electronics
channel.
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
Fossil
Style
Trendy
Urban
DiversityMaterality Humor
Chic
Collectable
Creative
Innovative
Authentic
Exclusive
Quality International
Growth
Proprietary
Function
Technology
Retro
Vintage
Colorful
Fun
Modern
Hip
Brand
StrengthIconic
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
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History
Bench MarkingCompetitive
Non-Competitive
Mind Map
ProductsMens Apparel
Womens ApparelMens Accessories
Womens AccessoriesMens Watches
Womens Watches
Brand Attributes
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