brand attributes

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  • 1. Brand Attributes History Founded in 1984, Fossil was the rst 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 Bench Marking been in the avant-garde, whether in terms of technology, the choice of materials or Competitive Non-Competitive design. Fossil offers an extensive line of watches under its proprietary FOSSIL, RELIC, MW, MW MICHELE, MOBILEWEAR and Mind Map ZODIAC brands during the 1990s and, pursuant to license agreements, under some of the most prestigious brands in the world, including ADIDAS, BURBERRY, CALLAWAY GOLF, COLUMBIA SPORTSWEAR, DIESEL, DKNY, Products EMPORIO ARMANI, MICHAEL MICHAEL KORS and MARC by MARC JACOBS. Mens Apparel Womens Apparel In the early 1990's, Fossil expanded its core business, launching a Mens Accessories line of accessory products including handbags, belts, small leather Womens Accessories goods and sunglasses under the FOSSIL and RELIC brands. The Com- Mens Watches pany also owns or licenses proprietary technology for certain of its watch products, Womens Watches 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.
  • 2. Brand Attributes History Bench Marking Competitive Non-Competitive Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories Mens Watches Womens Watches
  • 3. Brand Attributes History Bench Marking Competitive Non-Competitive Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories Mens Watches Womens Watches
  • 4. Brand Attributes History Bench Marking Exclusive Function Competitive Non-Competitive Authentic Quality International Mind Map Innovative Brand Growth Creative Iconic Strength Products Collectable Mens Apparel Proprietary Womens Apparel Technology Mens Accessories Womens Accessories Fossil Mens Watches Womens Watches Chic Hip Trendy Modern Retro Style Fun Vintage Urban Colorful Diversity Materality Humor
  • 5. Brand Attributes History Bench Marking Competitive Non-Competitive Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories Mens Watches Womens Watches
  • 6. Brand Attributes History Bench Marking Competitive Non-Competitive Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories Mens Watches Womens Watches
  • 7. Brand Attributes History Bench Marking Competitive Non-Competitive Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories Mens Watches Womens Watches
  • 8. Brand Attributes History Bench Marking Competitive Non-Competitive Mind Map Products cts Mens Apparel parel Womens Apparel parel Mens Accessories ories Womens Accessories ories Mens Watches ches Womens Watches ches
  • 9. Brand Attributes History y Bench Marking Competitive e Non-Competitive e Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories es Mens Watcheses Womens Watcheses
  • 10. Brand Attributes History y g Bench Marking Competitive e Non-Competitive e Mind Map p Products Mens Apparelel Womens Apparelel Mens Accessories s Womens Accessories s Mens Watches s Womens Watches s

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