Fossil, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Headquartered in Richardson, TX, Fossil, Inc. manufactures mid-priced fashion watches, wallets, handbags, belts, sunglasses and apparel. The company sells through department and specialty stores conducting operations domestically and in certain international markets, through various directly and indirectly owned subsidiaries.
|Main Telephone||(972) 234-2525|
|Main Fax||(972) 234-4669|
Fossil, Inc. ContactsContacts (5/36)
|Kosta K.||President & Chief Executive Officer||TX|
Sample of Associated Brands
|Greg M.||Executive Vice President & Chief Strategy & Marketing Officer||TX|
|Dennis S.||Chief Financial Officer, Treasurer & Executive Vice President||TX|
|Philip T.||Chief Technology Officer||TX|
|Ed R.||Chief Information Officer & Senior Vice President||TX|
|******||*/**||AOR - social||2014||present|
|******** **********||**** ***||media buying & planning||unknown||present|
|******** **********||*/**||AOR - social||2014||present|
|******* ****** *******||*/**||AOR - social||2014||present|
|******* ****** *******||**** ***||media buying & planning||unknown||present|
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Q3/Q4 Digital, Print Opps: Fossil launching wearables for Holiday 2016
Subject: digital, print
Company: Winmo), a Richardson, Texas-based clothing and accessory maker known for its watches.
Opportunity: We told you in November about Fossil’s plans to increase marketing behind wearable technology (more here). Now, the company is set to launch wearables for eight of its brands: Chaps, Diesel, Emporio Armani, Fossil, Kate Spade New York, Michael Kors, Misfit and Skagen. These wearables will be available for Holiday 2016 (Q4) and will include display and non-display watches and trackers. The launch will include more than 100 products and follows Fossil’s acquisition of Misfit last fall.
To support these products, Fossil Group will launch branded apps across all brands, three product categories and two operating systems. The focus will be on maintaining a “fashion-first” focus, while providing consumers with the wearable products they desire. Fossil Group’s chief strategy and digital officer, Greg McKelvey, said: “One of the distinct advantages of a fashion company over traditional consumer electronics manufacturers is our product cycle. We demonstrate remarkable speed to market, from development to launch, in order to meet the retail industry’s seasonal new product deadlines.”
Sellers – especially those with a fashion or lifestyle focus, should reach out for digital and print dollars surrounding the launches. Focus particularly on digital and social branding/direct response dollars given Fossil's higher investments in those areas lately (research R/GA,
Media Spend: According to Kantar Media, Fossil Group spent $9.9 million on measured media in 2015 – up from $7.9 million in 2014. Most of 2015′s spend was allocated to print ads ($5.7 million), while the remainder went to display ads ($3.4 million) and search ($770,000).
Digital Breakdown: So far in 2016, Fossil has run 211 display ads on 1,141 publishers (<1% mobile). Top ad destinations have included: refinery29.com, gq.com, elitedaily.com, whowhatwear.com and imgur.com (40% placed site direct versus programmatically). Fossil has also run 31 high impact (mostly standard) and five video ads – most of which were run on Refinery29, Moat reports.
In 2015, Fossil ran 358 display, 130 high impact and nine video ads on 2,884 publishers (17% mobile; 24% site direct). Top 2015 destinations included shopstyle.com, refinery29.com and spotify.com. Keep in mind that Q4 (particularly October) is traditionally when Fossil’s display presence is the highest.
Since Dec. 1, 2015 (post-acquisition), Misfit has run 44 display ads on 386 publishers (<1% mobile). Top ad destinations have included: weightwatchers.com, historyforkids.org and nbcsports.com (<1% placed site direct). Misfit also ran one high impact ad on Dailymotion.
Skagen has run 188 display ads on 551 publishers since Jan. 1, 2015 (13% mobile). Top ad destinations include: cntraveler.com, newyorker.com, bonappetit.com, instyle.com and epicurious.com (77% placed site direct). Skagen has also run 11 high impact ads and one video ad (on sites such as Real Simple, Concierge.com and Glamour).
901 South Central Expressway
Richardson, TX 75080
President & Chief Executive Officer
Senior Vice President & Chief Strategy & Marketing Officer
7300 Lone Star Dr.
Plano, TX 75024
Senior Communications Planner – Fossil/Skagen
(469) 366-2550 ext 2527
Communications Supervisor – Fossil
Executive Vice President & Communications Planner – Fossil
(469) 366-2550 ext 2520