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Fossil SWOT Analysis

Published by MBA Skool Team in Lifestyle and Retail category Last Updated: June 24, 2023Read time:

Here is a detailed SWOT analysis of Fossil covering strengths, weaknesses, opportunities and threats.

Fossil Strengths

  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

Above are the strengths in the SWOT Analysis of Fossil. The strengths of Fossil looks at the key internal factors of its business which gives it competitive advantage in the market and strengthens its position.

Fossil Weaknesses

  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

These were the weaknesses in the Fossil SWOT Analysis. The weaknesses of a brand are certain aspects of its business which it can improve.

Fossil Opportunities

  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

Above we covered the opportunities in Fossil SWOT Analysis. The opportunities for any brand can include prospects of future growth.

Read more about Fossil

Fossil Threats

  1. More international players with more brand awareness
  2. Constant change in consumer fashion trends and keeping up with international fashion trends is difficult.
  3. Highly competitive retail and e-commerce consumer segment

The threats in the SWOT Analysis of Fossil are as mentioned above. The threats for any business can be external factors which can negatively impact its business.

Hence this concludes the Fossil SWOT analysis.

About Fossil

The table below gives the brand overview along with its target market, segmentation, positioning & USP

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 which comprises of MBA students, management professionals, and industry experts. 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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