Fossil SWOT Analysis, Competitors & USP

Published by MBA Skool Team, Last Updated: April 26, 2020

SWOT analysis of Fossil analyses the brand by its strengths, weaknesses, opportunities & threats. In Fossil SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fossil to benchmark its business & performance as compared to the competitors. Fossil is one of the leading brands in the lifestyle and retail sector.

The table below lists the Fossil SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fossil competitors and includes its target market, segmentation, positioning & Unique Selling Proposition (USP).

Fossil SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fossil Brand 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.

Fossil STP

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 of Fossil
Fossil Strengths

Below are the Strengths in the SWOT Analysis of Fossil:

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

Fossil Weaknesses

Here are the weaknesses in the Fossil SWOT Analysis:

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

Fossil Opportunities

Following are the Opportunities in Fossil SWOT Analysis:

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

Fossil Threats

The threats in the SWOT Analysis of Fossil are as mentioned:

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

Fossil Competition
Fossil Competitors

Below are the top 3 competitors of Fossil:




This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fossil. This section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2500 brands from over 20 industry sectors.

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