Fossil Singapore

Fossil Singapore Pte Ltd. is a subsidiary of the US quoted company Fossil Inc. Fossil Singapore Pte Ltd. as been wholly owned since 2004.

Target Customers

Consumers who like retro, Fossil then to exemplify those values in their designs. Their market is 17- to 45-year old, students to working adults. They don't have personal memories of the mid-century, and don't necessarily know where this style comes from, but they like nostalgic designs. To them, the design looks classic. They are also the group who loves good materials, good craftsmanship and simple lines.

Products (Tangible and Intangible Features)

Fossil is a lifestyle brand, which includes an extensive line of fashion watches sold under the company's proprietary and licensed brands. The company also offers complementary lines of small leather goods, belts, handbags, sunglasses, jewelry and apparel. Fossil also added a line of man's leather goods to its merchandise mix from leather key fobs, money clips, wallets to duffle bags. All shopping experiences in stores will make you feel like you have stepped into a real American concept stores.

Locations

(Fossil at Heeren)

The company's products are sold in department stores and specialty retail stores in over 90 countries around the world. In Singapore, Fossil can be found in department stores like Isetan, CK Tangs, Takashimaya and OG. Products mainly consist watches. Fossil stand-alone stores include Heeren, Suntec City, Ion, 313 Somerset and its latest store on Marina Bay Sands.

Products like watches,leather bags, accessories like wallets, belts or sunglasses are sold exclusively at these stores. Travel retail boutiques are found in Changi Airport.

Pricing

Retailing between $28 and $800, Fossil’s pricing fits the pockets of students to stylish working adults who like nostalgic designs on accessories like watches, jewellery,sunglasses to handbags.

Promotion Mix

Fossil Singapore uses an in-house advertising/ marketing department for design and production of packaging, advertising, and sales promotions. Fossil felt that extensive use of computer-aided design speed up production time and encourage greater creativity in developing these programs. In their advertising themes "aim at evoking nostalgia for the simpler values and more optimistic outlook of the 1950’s through the use of images of cars, trains, airplanes, and consumer products that reflect the classic American tastes of the period. These images are carefully coordinated in order to create the flair for fun, fashion, and humor which the Company associates with its products".

Fossil came up with cooperative advertising programs with major retail customers by holding design competitions to develop an in-store visual support through its packaging, signs, and fixtures. Consumers were offered promotional items, including unique tin boxes as watch packaging, T-shirts, caps, and pens.

Fossil Singapore made use of:

Advertorials

Advertorials in local magazines, direct mail, brochures and catalogs, signs, in-store displays and BDM. Sale promotion (Media and non-media marketing communication)

Examples: Coupons in magazine/flyers, contests, GWP, tie-ins with credit cards or schools /institution, in store discounts or trade-ins. E-commerce aka online shopping, offers free delivery above certain amount.

Public relations

Newspaper and magazine articles/reports, TVs and radio presentations, charitable contributions/sponsorship and seminars.