Catie JenschkeChristi AldridgeErika Cervantes

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Table of Contents

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2. Agency3. Table of Contents5. Letter of Introduction7. Marketing Analysis14. Mind Map16. Market Profile19. Positioning Statement21. Big Idea23. Rationale25. Advertisements30. Direct Mail33. Billboard35. Guerilla Marketing37. Radio Advertisment39. TV Commercial43. 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 Mall2280 North Greenville Ave. 4800 South Hulen StreetRichardson, 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 PointsFossil 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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Spend

Time

WithFriends

Playing withyour children

BeingHappy

LivingYourLife

Spend Time26

Spend Time27

That’s the One!

Because others just don’t fit right!

Spend Time

Your Design. Your Choice. Your Style.

Direct Mail

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You knowwhat you like.

Spend time.

Build yourown watch.

So create it yourself.

Spen d

Time

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Your design.Your choice.

Create your perfect watch.

Spend time.

Spen d

Time

Your style.

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Billboard

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tim

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T ime

Sp

end

Tim

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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.

TV Commercial

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VIDEO:MONTAGE OF SCENESHappy woman shopping and trying on shoes.

AUDIO:

Carefree music plays in back-ground.

Voiceover: Trying on a pair of shoes...or three.

Young family laughing and eating dinner together.

Friends smiling, laughing, taking photos of each other.

Voiceover: Spending quality time at home with family.

Voiceover: Passing the time in the sunshine with your friends.

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Friends play guitar and dance.

Group of friends having a great day of outdoor activity.

Young woman enjoying time reading books.

                 Spend  Time.

Voiceover: Enjoying an impromptu concert.

Voiceover: Laughing with people you care about.

Voiceover: A whole day curled up with a great book.

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10 Second ID:

VIDEO:

Montage of friends laughing and young manlistening to music on headphones.

AUDIO:

Carefree music plays.

Voiceover: A night on the town with your best friends.

Spend Time.

Voiceover: Getting lost in your favorite song.

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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April 2010

Spend Time

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April 2010