Fossil SWOT Analysis, Competitors & USP

Posted in Lifestyle and Retail, Total Reads: 13487

SWOT analysis of Fossil analyses the brand/company with 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 and industry. Fossil is one of the leading brands in the lifestyle and retail sector. The table below also lists the top Fossil competitors and elaborates Fossil market segmentation, target group, positioning & Unique Selling Proposition (USP).

Fossil SWOT, Competitors, Marketing STP & 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

Fossil SWOT Analysis

Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Fossil. Strengths are:

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


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


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


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

Below are the top 3 Fossil competitors:




The brandguide table above concludes the Fossil SWOT analysis along with its marketing and brand parameters.

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. The BrandGuide section covers SWOT Analysis, USP, STP & Competition of more than 6000 brands from over 20 categories. This SWOT and marketing analysis has been researched & authored by our BrandGuide Research Team members.

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