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History Bench Marking Competitive Non-Competitive Mind Map Products Mens Apparel Womens Apparel Mens Accessories Womens Accessories Mens 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.

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Page 1: Brand Attributes

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.

Page 2: Brand Attributes

History

Bench MarkingCompetitive

Non-Competitive

Mind Map

ProductsMens Apparel

Womens ApparelMens Accessories

Womens AccessoriesMens Watches

Womens Watches

Brand Attributes

Page 3: Brand Attributes

History

Bench MarkingCompetitive

Non-Competitive

Mind Map

ProductsMens Apparel

Womens ApparelMens Accessories

Womens AccessoriesMens Watches

Womens Watches

Brand Attributes

Page 4: 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

Page 5: Brand Attributes

History

Bench MarkingCompetitive

Non-Competitive

Mind Map

ProductsMens Apparel

Womens ApparelMens Accessories

Womens AccessoriesMens Watches

Womens Watches

Brand Attributes

Page 6: Brand Attributes

History

Bench MarkingCompetitive

Non-Competitive

Mind Map

ProductsMens Apparel

Womens ApparelMens Accessories

Womens AccessoriesMens Watches

Womens Watches

Brand Attributes

Page 7: Brand Attributes

History

Bench MarkingCompetitive

Non-Competitive

Mind Map

ProductsMens Apparel

Womens ApparelMens Accessories

Womens AccessoriesMens Watches

Womens Watches

Brand Attributes

Page 8: 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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Page 9: 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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Page 10: 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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