Ron Brissette

Fossil: Case Study #1

A timely update

After 35 years of being known as one of the biggest brands in the watch and accessory industry, Fossil realized that “what got them to where they were, was not what was going to take them where they wanted to be”.

In late December 2013, I joined Fossil to help refocus the company’s e-commerce approach - redefining their digital touch points and supporting processes.

I oversaw the redesign of the mobile and desktop sites - from Home Page through Purchase Path - which contributed to Fossil achieving record sales numbers for e-commerce channels for holiday 2014 and 1Q 2015 with e-commerce sales up 23% Y/Y.

Fossil was named a 2014-15 “Digital Genius” by L2 which benchmarks the digital competence of brands.

Fossil: Case Study #2

Design-A-Watch

Fossil had a popular in-store feature that allowed customers to build their own custom watch by selecting from an array of watch bands, faces, top rings and cases. They wanted to take this capability and implement it as a feature on fossil.com.

Working with product owners, merchandisers and watch designers, I and our internal team of designers and developers created a solution that allowed customers to create hundreds of combinations and styles in a fun, interactive interface.

This brand building experience.allowed for storytelling opportunities as customers could select from pre-designed options created by popular fashion influencers.