Running a first-class press office for The Fossil Group

Overview

Fashion designer and manufacturer Fossil Group not only owns three global brands, Fossil, SKAGEN and Misfit, but has an additional 10 fashion designers in its portfolio including Michael Kors, Emporio Armani, Diesel and Kate Spade, all of which are known worldwide for their style credentials.

With the product range spanning watches, jewellery and leather accessories, and the brand’s heritage in the fashion stakes, the Fossil Group’s press office must provide a consistent drumbeat of coverage. With an ever-expanding connected product portfolio, the press office needs to demonstrate Fossil Group’s brands are a major player in wearable tech too, and can rival the best of the best when it comes to connected living.

Fossil came to us specifically for our experience in smashing press office for technology brands, while splashing product across the pages of consumer lifestyle titles at the same time. That’s exactly what we’ve done since starting work with them. We’ve moved the dial on coverage output, with a consistent 50/50 stream of both fashion and tech endorsement. We’ve showcased traditional timepieces, as well as Hybrid and fully connected Smartwatches in consumer, fashion, fitness and tech media alike. Whether supporting the latest IFA announcement, pitching on-trend timepieces for product placement in fashion and lifestyle titles, or getting media to include us in their ever-competitive press day schedule – you name it we’ve done it (and nailed it!).

Results

  • 221 pieces of coverage in first ten months of work – and counting!

  • Of cover 20 articles published per month

  • 50/50 split of fashion and tech coverage since coming on board, upping technology coverage since taking on the press office

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