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Fossil introduces new brand identity

Watch brand Fossil has introduced a new brand identity as it looks to connect more deeply with the next generation of consumers. The new look has… View Article

FASHION RETAIL NEWS UK

Fossil introduces new brand identity

Watch brand Fossil has introduced a new brand identity as it looks to connect more deeply with the next generation of consumers.

The new look has been applied across all touchpoints, inclusive of a modernised brand image and premium product assortment.

To coincide with the rebrand, Fossil has launched a new campaign called Made For This which aims to capture “the journey of life and joy in the candid moments”, as well as the brand’s sense of “wit and optimism”.

Lisa Pillette, chief marketing officer at Fossil Group, explained: “Made For This is the culmination of extensive efforts across all areas of our business, in all regions, with both internal and external partners. We dug deep into Fossil’s nearly 40-year heritage and explored not only the role Fossil has played in so many lives for so long, but how the next generation of consumers is connecting most deeply with brands. The result of this work is our multi-year strategy that will bring our beloved heritage brand into its next era and to a new audience.”

The rebrand has also been extended to products, including refreshed signature design elements, the premiumisation of materials and a refined design vision across all categories.

Activity for the global campaign will include launch events during New York and Paris fashion weeks.

Melissa Lowenkron, Fossil chief brand officer, said: “Fossil has a rich history built on innovation and craftsmanship. Our brand strategy focuses on product elevation across watches, leather goods and jewellery. This includes a deliberate attention to design, incorporation of premium materials and establishing identifiable signature design elements across categories.”

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