second, there’s good density of merchandise, but not just stuffed with goods; and it seems very well thought-out and sophisticated.”
And in a comment that speaks to nearly every U.S. brand’s challenge to be an international presence, Higgins says “it would work anywhere in the world.”
Most big consumer brands no longer confine their marketing strategies to urban U.S. centers to regions of the country. Anyone anywhere with an iPad can investigate and become familiar with just about any brand, opening up the brands’ international possibilities for first, a kiosk in a mall, followed by distribution into a foreign big box or department store and, eventually, its own stores or a partnership with a local brand.
So the onus, says Higgins, is to consistency. “The ethos of customer interaction at Fossil is called ‘Welcome Home,’ “ he says. “No matter what the retail environment or where it is in the world, we’re welcoming the customer into our home for an intimate experience.”
That creates a retail intent of appearing residential, with lots of natural materials – wood floors and fixtures, stone walls, cork, grasscloth.
Since so much to Fossil’s merchandise watches, handbags, charms, wallets, jewelry – is small, the fixtures must be designed to highlight the individual items without seeming overwhelmed by the density of choices. “It’s important to have enough product on the sales floor to meet our goals,” Higgins says, “but we also want it to be a comfortable, easy shopping experience.”