Fossil SWOT Analysis, USP & Competitors

Posted in Lifestyle and Retail, Total Reads: 5521

SWOT Analysis of Fossil with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis


Parent company

Fossil inc.


Apparel and accessories


Lifestyle and retail

Tagline/ slogan

What vintage are you


Fossil reaches its customers through a diversified range of well-known propriety and licensed brands like Dkny, Burberry, Diesel.



Fashion conscious men and women across the world

Target group

Men and Women in young age group from upper-middle and upper class


Vintage and luxury brand for apparels and accessories

SWOT analysis


1. Fossil constantly modifies its products according to fashion.

2.Fossil has a wide customer reach and an established international presence

3. Fossil maintains a strong relation with its licensors thus helping to reach its wide range of customers.

4.Fossil has internationally recognized licensed and proprietary brands, and has a strong employee base of 10,000+

5.The in-house creative team of the brand ensures constant changes in fashion trends
6. Excellent global reach and product portfolio which has watches and handbags also


1. There is no long-term contract with third party manufacturers which may lead to price fluctuations.

2. High inventory levels at fossil can cause loss to the company


1. Fossil’s expansion into international markets may bring more revenue to it.

2. It is also extending product categories of existing brands thus widening its customer base.

3.Fossil is able to frequently introduce new accessory product categories within their existing proprietary and licensed brands


1. More international players with more brand awareness

3. Constant change in consumer fashion trends and keeping up with international fashion trends is difficult.

4.Highly competitive retail and e-commerce consumer segment







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