Brand Tone

Aspirational yet Accessible, Classic & Timeless with a Modern Twist, Friendly and Engaging, Creative and Innovative

Brand Values

• •Authenticity
• •Quality and Craftsmanship
• •Design and Innovation
• •Style
• •Customer Connection/Community
• •Sustainability
• •Inclusivity and Individuality

Best Practices

• •Embrace "Vintage-Inspired Modernity": Consistently weave in language that reflects both classic, timeless appeal and contemporary relevance. Use words like "heritage," "classic," "authentic," alongside "innovative," "modern," "connected."
• •Focus on Quality and Craftsmanship: Highlight the materials, attention to detail, and durability (where applicable and accurate based on product) in product descriptions and storytelling.
• •Maintain an Accessible Aspirational Voice: Position products as stylish and desirable, but avoid overly exclusive or pretentious language. Emphasize the value and "affordable luxury" aspect.
• •Engage with a Friendly, Conversational Style: Especially in social media and email marketing, use a warm, approachable tone. Ask questions, encourage interaction, and tell stories that resonate with the desire for authentic living.
• •Showcase Versatility and Individuality: Craft copy that illustrates how Fossil products can fit into diverse lifestyles and allow for personal expression, from casual to formal, tech-savvy to classic.

Social Perception

Reliable brand for stylish, classic, and affordable fashion watches and accessories with a distinctive vintage-American aesthetic. Versatile, catering to a broad range of tastes and occasions.

Copy Examples

• •Headline (Classic Watch): "Timeless Design, Modern Soul. Discover the Fossil Heritage Collection – Crafted for a Life Authentic."
• •Social Media Post (Smartwatch): "Stay connected, effortlessly stylish. Our new Gen 7 Smartwatch blends cutting-edge tech with the iconic Fossil look you love. #FossilSmartwatch #StyleAndTech"
• •Product Description (Leather Bag): "Crafted from rich, genuine leather with a nod to vintage Americana, this [Bag Name] isn't just a bag, it's a companion for your everyday adventures. Built to last, designed to inspire. #FossilStyle #QualityLeather"
• •Email Subject Line (Sale): "Unlock Your Style: Timeless Fossil Pieces at Prices You'll Love."
• •Website Banner (New Collection): "Inspired by Yesterday, Designed for Today. Explore the New [Collection Name] and Make Your Mark. #FossilNew #ExpressYourself"