Fossil

A timely update

The Challenge

Fossil—a global fashion brand with a diverse portfolio including Tory Burch, Michael Kors, Kate Spade, and Armani—needed to modernize its digital presence. Their mobile app and website were outdated, fragmented, and unable to support the level of storytelling, personalization, and commerce performance needed for their next stage of growth.

I joined Fossil to elevate the digital experience, strengthen the connection between brand and customer, and create a unified design approach across all digital touchpoints.

The Approach

  • Rebuilt the digital design team’s expertise
    Upskilled designers, restructured workflows, and introduced new tools and processes for faster, sharper execution.

  • Redesigned & replatformed Fossil’s mobile app and website
    Delivered a modern, responsive, commerce-forward experience rooted in brand storytelling and intuitive UX.

  • Created a cross-brand digital vision
    Defined and executed the creative direction for Fossil-owned and licensed brand sites (Tory Burch, Michael Kors, Kate Spade, Armani), ensuring each stayed true to its brand DNA while delivering a seamless ecommerce experience.

  • Unified seasonal campaigns across channels
    Partnered with marketing and retail teams to ensure product stories, creative assets, and messaging were connected across site, app, email, and in-store—creating a consistent, high-impact customer journey.

The Outcome

The reimagined digital experience delivered immediate and measurable results:

  • Significant improvements in team speed, clarity, and execution
    Resulting from restructured processes and a more strategic, insight-driven design approach.

  • A digital ecosystem that elevated multiple luxury fashion brands
    Delivering cohesive experiences that honored each brand’s unique aesthetic and customer expectations.

  • Stronger alignment across marketing, retail, and digital
    Helping Fossil operate with a clearer, more unified brand and customer strategy.

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.

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Fossil

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.