Fossil SWOT Analysis, Competitors & USP

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

Fossil SWOT analysis evaluates the brand by its strengths, weaknesses, opportunities & threats. In SWOT Analysis of Fossil, 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, and make strategic improvements. Fossil is one of the leading brands in the lifestyle and retail sector.

The article below lists the Fossil SWOT, competitors and includes its target market, segmentation, positioning & USP. Let us start the Fossil SWOT Analysis:

SWOT Analysis of Fossil

For Fossil, SWOT analysis can help the brand focus on building upon its strengths and opportunities while addressing its weaknesses as well as threats to improve its market position.

Fossil Strengths

The strengths of Fossil looks at the key aspects of its business which gives it competitive advantage in the market. Some important factors in a brand's strengths include its financial position, experienced workforce, product uniqueness & intangible assets like brand value. 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

The weaknesses of a brand are certain aspects of its business which are it can improve to increase its position further. Certain weaknesses can be defined as attributes which the company is lacking or in which the competitors are better. 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

The opportunities for any brand can include areas of improvement to increase its business. A brand's opportunities can lie in geographic expansion, product improvements, better communication etc. 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 for any business can be factors which can negatively impact its business. Some factors like increased competitor activity, changing government policies, alternate products or services etc. can be 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 Competitors

There are several brands in the market which are competing for the same set of customers. Below are the top 3 competitors of Fossil:




Hence this concludes the Fossil SWOT analysis.

Continue reading more about the brand/company.

About Fossil

Fossil Overview
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

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.

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