FOSSIL is thrilled to unveil its latest campaign, “Made For This,” marking a significant transformation in the brand’s identity across all touchpoints. This overhaul includes a modernized brand image and an elevated product lineup.
Lisa Pillette, chief marketing officer at Fossil Group, shared, “Made For This” is the result of extensive efforts spanning all aspects of our business, both internally and externally. We delved into Fossil’s nearly 40-year heritage, exploring its profound impact on people’s lives and how the new generation of consumers connects with brands. This comprehensive initiative lays out a multi-year strategy that will usher our beloved heritage brand into its next era and introduce it to a new audience.”
A fundamental aspect of this journey revolves around a shared value between Fossil and its consumers: the significance of owning one’s time. It’s about recognizing that time should be spent with purpose, intentionality, and within a community.
As Pillette explained, “Every way in which Fossil becomes a part of someone’s life, whether it’s crafting leather goods that age gracefully, the thoughtful intricacies of our watches, or the methods we employ to connect with our audience, is imbued with the same time and care that goes into creating enduring products to accompany them.”
This holistic transformation extends to the product range, involving the revitalization of signature design elements, the use of premium materials, and a refined design vision with the establishment of iconic platforms across various categories. This elevates the product line to align with the brand’s reinvigorated ethos.
Melissa Lowenkron, chief brand officer at Fossil Group, added, “As people embrace moments, big and small, we aspire for Fossil to be a significant and meaningful companion on their journey. Fossil boasts a rich history rooted in innovation and craftsmanship, and our brand strategy centers on elevating products across watches, leather goods, and jewelry. This entails a meticulous focus on design, the incorporation of premium materials, and the creation of recognizable signature design elements spanning all categories.”
The campaign’s centerpiece, masterfully crafted by Mekanism, directed by Bradley & Pablo of Prettybird Productions, and lensed by Tim Barber, captures the unscripted essence of moments, infused with a contemporary yet nostalgic influence. Encompassing video and image content, complemented by fresh copy and innovative graphics, “Made For This” paints a vivid picture of life’s journey and the joy found in candid moments while embodying the brand’s distinct sense of wit and optimism.
The global rollout plan is equally ambitious, with highlights including global campaign launch events coinciding with New York and Paris fashion weeks, a dynamic content series featuring partners who resonate with the diverse interests of the Fossil Collective (including fashion, music, and travel) across social channels, a robust expansion of influencer partnerships reaching over 1,000 influencers and millions of customers on social platforms, revamped brand channels encompassing the website, email communications, and social media, a presence in top-tier retail stores, strategic digital, print, and streaming collaborations spanning 30+ platforms, and a compelling out-of-home and digital out-of-home presence in more than 10 cities.
