Fossil is a design,
development, marketing and distribution company that specializes in
consumer products predicated on fashion and value. The company's
principal offerings include an extensive line of fashion watches sold
under the Company's proprietary FOSSIL®, RELIC® and ZODIAC® brands as well
as licensed brands for some of the most prestigious companies in the
world, including EMPORIO ARMANI®, DKNY®, DIESEL® and BURBERRY®. The
Company also offers complementary lines of small leather goods, belts,
handbags and sunglasses under the FOSSIL and RELIC brands, jewelry under
the FOSSIL and EMPORIO ARMANI brands and FOSSIL apparel. The Company's
products are sold in department stores and specialty retail stores in over
90 countries around the world, in addition to the Company's e-commerce
website.
COMPANY HISTORY
FOSSIL: Over 16 Years of Continuous Growth
Fossil was founded in 1984 at a time when watches were created for
function rather than fashion. The company sought to fill this void in the
market and began designing watches to act as a fashion accessory. Fossil
incorporated a fifties Americana design into the brand image in an attempt
to target value driven consumers. The concept paid off and Fossil quickly
emerged as the leader of a growing industry. Today Fossil produces over
three hundred different styles of watches in a line which continually
changes.
Fossil's renowned designers constantly study emerging fashion trends to
bring consumers the most innovative and unique products on the market to
date. After augmenting the watch selection choice for consumers, Fossil
expanded its selection to other fashionable accessory items. Fossil
introduced small leather goods in 1992 for men and women. Wallets, belts,
key chains and backpacks helped Fossil establish its expertise in leather
goods. In 1995, Fossil moved into the eyewear market introducing uniquely
designed sunglasses creatively capturing the Fossil image. In addition,
the company began opening a group of outlet stores nationwide creating its
own discontinued distribution channel. In 1996, was launched becoming one
of the first on-line retailers and began opening several company-owned
accessory stores. During 2000, Fossil introduced its first line of
apparel, launching it both on-line as well as through several larger
format company-owned stores. This latest move represented just one more
step in Fossil's effort to strengthen the accessory market with innovative
style and quality aiding the company in its continued growth.
The Company differentiates its products from
those of its competitors principally through innovations in fashion
details. These innovations include variations in the treatment of watch
dials, crystals, cases, straps and bracelets for the Company's watches and
innovative treatments and details in its other accessories. An in-house
creative services team coordinates product design, packaging, advertising
and in-store presentations to more effectively and cohesively communicate
to its target markets the themes and images associated with its brands.
Brand name development is further enhanced through Company-owned stores as
well as the Company's website.
Utilizing several wholly and majority-owned watch assembly facilities and
centralized distribution points enables the Company to reduce its
inventory risk, increase flexibility in meeting the delivery requirements
of its customers and maintain significant cost advantages compared to its
competitors. Additionally, the Company's centralized infrastructure in
development/design coupled with its production/sourcing capabilities
allows it to leverage the strength of its branded watch portfolio over an
extensive global distribution network.
|
Take Fossil Brands into
NEW PRODUCT CATEGORIES utilizing exclusive brand
portfolio to market share globally
|
|
Leverage existing and
developing new DISTRIBUTION CHANNELS
|
|
Global expansion through
STRATEGIC ALLIANCES continuing to be a leader in
design and production
|
|
|
|
|
Fossil was founded in 1984 by Tom and Kosta Kartsotis, brothers,
currently Chairman of the Board and CEO respectively, focusing on fashion
and value at a time when no company was really doing that. The image the
company communicated was vintage Americana, which turned out to be a huge
homerun. Quartz movements from the Orient helped Fossil design and
manufacture price point critical timepieces, fashion statements that could
be mixed and matched, and repurchased when fashion changed, and the Fossil
company was born. Since 1984, the company has experienced astounding
growth. In 1993, with revenues of just over $70 million, the company went
to Wall Street and became a NASDAQ listed company trading under the symbol
FOSL.
To ensure quality and have control over its production, Fossil started to
acquire assembly facilities in the early 1990s. As the company's success
continued, Fossil expanded into other areas, including leather goods,
sunglasses, licensed products and the company focused on expanding into
new geographical markets as well. Today, the company sells various
accessory products under multiple owned and licensed brand names across
over 90 countries around the world. These products are sold in department,
specialty and jewelry stores in addition to the company's own retail
stores and e-commerce website with yearly sales now exceeding $850
million.
How Fossil Does It
Fossil is nothing if not a hub of creativity. So many different designs
are created within the building in Richardson, Texas, it's a wonder that
the people can continue doing it month after month, year after year. In
the fashion world, there are four seasonal markets for which Fossil has to
have new product. Now, not every watch they introduce is a winner, but the
ones that do succeed have a shelf life (often six months to a year) while
the marginal watches drop out of the line, never to be seen again.
The overwhelming philosophy behind the products coming from Fossil is fun,
fashion and quality -- which encourages impulse and repeat buying. After
all, when a watch costs about $75, how long do you really have to think
about the purchase.
The various brands that Fossil owns or licenses have different product
philosophies, but the overriding mission is to provide unique product at a
reasonable price. And Fossil does this incredibly well indeed.
Design
Fossil, as a company, encompassing all its brands, developed more than
12,000 new designs last year, bringing between 2,000 and 3,000 to market.
"What makes Fossil unique is the way we approach the business," says
Shannon Washburn, Vice President, Watch Product Development, Fossil. "We
are a creative marketing company with a very commercial base. Fossil
designs product that is directional in the market and offers a great
fashion look and value to our customer. Being first to market and setting
a fashion direction is what sets us apart."
Fossil has its own stores where the company tests innovative designs and
styles. If a style sells well, the company can react quickly to capitalize
on that success.
The design areas of Fossil are filled with energy, the walls plastered
with sketches, pictures to encourage brainstorming, pieces of art, toys
and fun things, all to keep the designers fresh and on the edge. The
atmosphere throughout Fossil is one of creativity and casual fun - I
didn't see anyone in a suit and tie, and every office was filled with
interesting objects, pictures and paraphernalia.
"Here, they hire good people and leave them alone to do their job," says
Gary Bollinger, Senior VP and Brand Manager for DKNY and Frank Gehry with
Fossil. "These are 'Fossil people.' You got to have toys, it's a creative
atmosphere."
Each of the design areas for the different brands are carefully
cloistered, so the designs developed for Fossil, for example, don't drift
over to another brand. It's important to Fossil that the design process be
unique for each of its brands (house and licensed).
"We work in cells and I supervise 65 people here," says Tim Hale, Senior
VP, Image Director. "We have year to year increases in the number of
people by about five percent, while growth of the company is historically
approximately 20% annually."
Though Fossil watches are all over the board in terms of design and
function, there is a Fossil sensitivity to everything that the company
creates. "I think it has to do with the quality we put in," says Richard
Gundy, President, Fashion Watch Brands. "When you look at the Fossil
brand, we've been solid stainless steel cases and bracelets for a long
time. The leather products are very high quality. The watch has a feel and
a look that sets it apart. I think that customers can identify with Fossil
product."
Fossil's warranty on watches 11 years.
Technology
Though Fossil is known primarily as a fashion brand, there are
technologies that the company develops that are pretty cutting edge. The
colour changing technology, used first in the Fossil Kaleido watches, was
a big step forward for the company and a phenomenal success (it is still
in the line and still being expanded), while the work on the SPOT watches
with Microsoft (Fossil calls it Wrist Net) is an area the company hopes
really takes off. Wrist Net allows the wearer to customize his/her watch,
via the Microsoft MSN network, to display up-to-date content (news,
weather, sports, oh...and the time).
House Brands
Recently, Fossil has gone out and acquired two new house brands: Zodiac
and Michele Watches. Zodiac was a calculated acquisition to have a Swiss
presence and the recent high profile purchase of Michele Watches (for $50
million) brings Fossil into another realm of distribution.
"Michele Watches has a very clean and very high level of distribution and
that will continue," Bock says. "Fossil has a great ability to provide the
behind the scenes support systems that a group like Michele will benefit
from. In terms of representation and distribution to retailers, that's all
done by the Michele people.
Zodiac, meanwhile, is a completely in-house brand. "Zodiac is its own
brand within Fossil," says Bock. "We think it's very exciting. The
evolution of the brand is now taking place and it was available on a
global basis in June of this year. The Zodiac factory is in Switzerland
and owned by Fossil, while the management of the brand is in Dallas and in
Bienne.
"The excitement that we as a company can bring to the brand is what will
make this a success," Bock continues. "Zodiac stands on its own two feet.
It is a brand unto itself as are all the other brands we represent. It's
important that it has its own DNA, its own marketing approach, its own
positioning. It's purely a Zodiac position, the thought process that best
represents the brand. It was established in 1882 and the heritage is very
important to the brand. We want to understand and use the heritage and
move the brand forward."
Despite being such a large company, Fossil is really a collection of
smaller companies working independently under the Fossil umbrella. "Each
of our brands is encouraged to have the flavour of their parent company
and have unique styling that is appropriate for that brand," Gundy says.
"It's done with the design for each of those brands, taking their cues and
making it a saleable product. Every brand has its own silo - a group of
people who are the artists, the product development people, the brand
managers and that group deals with the brand independently. They look,
feel and breathe that brand."
The Future
Fossil has been phenomenally successful since its inception and all signs
point to the growth and success continuing.
"We continue to have incredible growth and increased opportunities, with
all of our brands worldwide," Gundy says. "We foresee huge growth. We
forecast 10-15% every quarter. It's the process we have. It is the speed
of execution, from idea to product in the store, and it is the execution
in the store. It's a constant attention to detail.
"Fossil is the dominant story in our company, because it is so large in
watches and other categories," Gundy adds. "We bring professionalism; we
bring excitement at the store level so the ultimate consumer gets a feel
for the brand in packaging, execution, and styling. I think we are much
quicker to market products than any other company. We have a great
commitment to have the right products in the stores at the right time."
Fossil Facts
Founded: 1984
Gross Revenues in 1993: $70 million
Gross Revenues in 2003: $850 million
Employees in Texas: 1,200
Employees Worldwide: Over 11,000
Number of Fossil stores worldwide: 124
Number of Fossil stores in the USA: 105:
Jean stores - 21 / Accessory stores - 26 / Outlets - 58
Number of International Fossil Stores: 19:
Canada - 4 / Australia - 6 / U.K. - 2 / Singapore - 1 / Germany - 3 /
Holland - 3
Number of designs developed each year: Approximately 12,000
Fossil House Brands: Fossil, Relic, Zodiac, Michele, MW Michele, Wrist Net
Fossil Licensed Brands: Frank Gehry, Philippe Starck, Michael Kors,
Burberry, Emporio Armani, Diesel, Columbia, Callaway Golf, Davis Cup
NASDAQ Symbol: FOSL
|