As it strives to become a style destination for consumers, Fossil, the brand known for watches, is turning to New York Fashion Week. The Richardson, Texas-based brand is debuting a campaign, “Made For This,” this week to coincide with the semi-annual week of runway shows and designer events that starts Sept. 7. To boost awareness for its campaign, which starts today, Fossil will host events at Fashion Week in New York and later this month at Paris Fashion Week.
Why Fossil is using New York Fashion Week to reintroduce its brand to new customers
“Fossil is actually an incredibly stylish lifestyle brand—I think people think of us sometimes as just watches, but our handbags and our jewelry, they’re gorgeous,” said Lisa Pillette, chief marketing officer and senior VP of Fossil Group, speaking on the latest episode of the Marketer’s Brief podcast. “[Fashion Week] is actually an incredible opportunity because [it helps us connect] to more of the style component of the business.”
Fossil worked with Mekanism on the new campaign following a review. The push, which arrives ahead of Fossil’s 40th anniversary next year, includes a 50-second video showcasing the role Fossil accessories play in different consumers’ adventures. “You were made for this, wherever you take life next. And we were made to be right there with you,” a voiceover says.
In addition to the Fashion Week events, the campaign will include out-of-home, connected TV, video and digital ads, social media marketing and media partnerships with HighSnobiety, TikTok, Amazon and YouTube. The campaign includes work with nearly 900 influencers.
On the podcast, Pillette talks about how Fossil is leveraging the emotional connections it has with customers—the brand is a go-to for many consumers on life events such as interviews and graduations. The new campaign is designed to reconnect with those existing customers even as it courts new ones looking for stylish products.
“There’s a cultural connection to people's lives of when they first received and wore a Fossil product and what it meant to them in their lives,” she said. “And so we've always kind of been associated in many ways with the moments that matter.”