1. Brand Attributes
History Founded in 1984, Fossil was the first American brand to bring value and style to
the watch category transforming the concept of timekeeping from the merely
functional to chic and stylish must-haves for the wrist. Since then, Fossil has always
Bench Marking
been in the avant-garde, whether in terms of technology, the choice of materials or
Competitive
Non-Competitive design. Fossil offers an extensive line of watches under its proprietary
FOSSIL®, RELIC®, MW®, MW MICHELE®, MOBILEWEAR™ and
Mind Map ZODIAC® brands during the 1990’s and, pursuant to license agreements,
under some of the most prestigious brands in the world, including ADIDAS®,
BURBERRY®, CALLAWAY GOLF®, COLUMBIA SPORTSWEAR®, DIESEL®, DKNY®,
Products
EMPORIO ARMANI®, MICHAEL MICHAEL KORS® and MARC® by MARC JACOBS.
Mens Apparel
Womens Apparel In the early 1990's, Fossil expanded its core business, launching a
Mens Accessories line of accessory products including handbags, belts, small leather
Womens Accessories goods and sunglasses under the FOSSIL and RELIC brands. The Com-
Mens Watches
pany also owns or licenses proprietary technology for certain of its watch products,
Womens Watches
including its BIG TIC® technology developed in 1998 and the patent-
pending combination automatic/quartz movement called TWIST.
Fossil also offers jewelry under the FOSSIL, DIESEL and EMPORIO
ARMANI brands and in 2000 introduced FOSSIL Jeans wear tar-
geted towards youthful consumers. In 2002 Fossil created a propri-
etary technology brand ABACUS®, targeted for distribution in the electronics
channel.

2. Brand Attributes
History
Bench Marking
Competitive
Non-Competitive
Mind Map
Products
Mens Apparel
Womens Apparel
Mens Accessories
Womens Accessories
Mens Watches
Womens Watches

3. Brand Attributes
History
Bench Marking
Competitive
Non-Competitive
Mind Map
Products
Mens Apparel
Womens Apparel
Mens Accessories
Womens Accessories
Mens Watches
Womens Watches

4. Brand Attributes
History
Bench Marking
Exclusive Function
Competitive
Non-Competitive Authentic Quality International
Mind Map Innovative
Brand Growth
Creative Iconic Strength
Products
Collectable
Mens Apparel Proprietary
Womens Apparel Technology
Mens Accessories
Womens Accessories Fossil
Mens Watches
Womens Watches
Chic Hip
Trendy Modern
Retro Style Fun
Vintage Urban
Colorful Diversity
Materality Humor

5. Brand Attributes
History
Bench Marking
Competitive
Non-Competitive
Mind Map
Products
Mens Apparel
Womens Apparel
Mens Accessories
Womens Accessories
Mens Watches
Womens Watches

6. Brand Attributes
History
Bench Marking
Competitive
Non-Competitive
Mind Map
Products
Mens Apparel
Womens Apparel
Mens Accessories
Womens Accessories
Mens Watches
Womens Watches

7. Brand Attributes
History
Bench Marking
Competitive
Non-Competitive
Mind Map
Products
Mens Apparel
Womens Apparel
Mens Accessories
Womens Accessories
Mens Watches
Womens Watches

8. Brand Attributes
History
Bench Marking
Competitive
Non-Competitive
Mind Map
Products
cts
Mens Apparel
parel
Womens Apparel
parel
Mens Accessories
ories
Womens Accessories
ories
Mens Watches
ches
Womens Watches
ches

9. Brand Attributes
History
y
Bench Marking
Competitive
e
Non-Competitive
e
Mind Map
Products
Mens Apparel
Womens Apparel
Mens Accessories
Womens Accessories
es
Mens Watcheses
Womens Watcheses

10. Brand Attributes
History
y
g
Bench Marking
Competitive
e
Non-Competitive
e
Mind Map
p
Products
Mens Apparelel
Womens Apparelel
Mens Accessories
s
Womens Accessories
s
Mens Watches s
Womens Watches s