Escape by FOSSIL.

SDES- 490- Fall 2010

Katherine Hlavac
Gianna Grace
The World is a book, and those who
 ~St. Augustine

do not travel read only a page.

FOSSIL BRAND
 Professor: Victor Ermoli, IDSA

PROJECT BRIEF
Quarter: FALL 2010.

Students from the Industrial Design, Metals and Jewelry, and Graphic Design
departments will work collaboratively to develop new collection of watches and/or
accessories that are a direct response to a new interpretation of “modern vintage”
and a response to a direct market segment. Teams (2 students from different
departments) will share approaches and methodologies to solving complex design
problems. The student’s primary responsibility is to develop unique and innovative
design concepts for the Fossil brand as well as identify gaps in the existing Fossil
product line and replace existing core line items with new and innovative solutions
that enhance user experiences. Students will explore strategies for strengthening
retail presence. Additionally, students will place an emphasis on innovative use of
materials, combinations of materials and new material explorations.

Using the information and established design criteria provided by Fossil the SCAD
team will work in two phases – Opportunity Definition and Design Exploration:

Phase I – Opportunity Definition

Students will evaluate and analyze trends in the watch market. Students will con-
duct research to identify key vectors in current market conditions and analyze their
effect on the target consumer. Students will interpret the definition of “modern
vintage”. This will result in modified persona profiles that point to key opportunities
for differentiation.

Phase II – Design Exploration

Students will gain an understanding of the market, users, manufac-
turing details and established design criteria in an effort to inform
the product development process. The SCAD Team will undertake
the task of developing concepts in 2-D and 3-D of watches, its
packaging and all elements of the experience. A detail understand-
ing of user expectations will need to be presented by producing
scenario boards. Sketches, drawings and models will be evaluated
against the criteria and by Fossil to determine appropriate design
- Modern vintage directions. Students will explore a wide variety of concepts in the
form of 2-D sketches and 3-D mock-ups.
- Community
- Personality Phase II – Design Refinement
Based upon feedback from Fossil and the SCAD Professor, students
- Freedom will develop final 3-D concepts of a watch product line, which must
- Confidence include male and/or female watches and/or appropriate acces-
sories. The collection must have between 4 to 6 pieces. These final
- Creativity concepts will be accompanied by presentation quality sketches,
CAD models, 3-D models and renderings suitable for presentation
to the client or appropriate management teams.
MARKET RESEARCH

Through market research, interviews, and surveys we found that Fossil brand watch-
es are appealing to either much younger or much older dynamic than we previously
anticipated.
Why?
Younger: appeals to teenagers because it is
Affordable and accessible (department stores, malls)
Older: Appeals to the older customer because of the initial brand loyalty that has
developed.
We would like to reconnect with the active, young, urban professional.
COMPETITOR RESEARCH
USER SCENARIO
Through market research, interviews,
and surveys we found that Fossil
brand watches are appealing to either
much younger or much older dynamic
than we previously anticipated.
Why?
Younger: appeals to teenagers be-
cause it is
Affordable and accessible (depart-
ment stores, malls)
Older: Appeals to the older customer
because of the initial brand loyalty
that has developed.
We would like to reconnect with the
active, young, urban professional.
 3 USERS

Gift buyer
Gift Receiver
Impulse Buyer
CONCEPT
Experience is
Experience
Experience is aa form
form of
of Exploration
Exploration

Vintage Recreation
Vintage
Vintage Recreation
Recreation Vintage Adventure
Vintage Adventure

Expeditious
Expeditious

Adventure
Adventure
Travel
Travel
Travel

Adventure
Adventure
Adventure
is not
is
is not
not
outside
outside
outside
man; it
man;
man; it is
it is
is
within.
within.
within.

Team Black; Katherine Hlavac & Gianna Grace -SDES 490-Fosill-Fall 2010
Team
TeamBlack;
Black;Katherine
KatherineHlavac
Hlavac&&Gianna
GiannaGrace
Grace-SDES
-SDES490-Fosill-Fall
490-Fosill-Fall2010
2010
Create a watch that allows for smooth transition from the urban lifestyle of a
young professional, to their recreational time whether it be spent at the gym,
on the beach, traveling, or partying.

A design that is compatible with the lifestyle of a man or a woman (unisex

watch).
 INSPIRATION
Team Black

from
Escape to .
with
by
and

Memories Adventure Transition Freedom Versatility “Memory is a way of holding on to the things you love, the things you are, the things you never want to lose.”

Gianna Grace-Katherine Hlavac-SDES490- Fossil- Fall 2010

TARGET MARKET

Out of college and done with transition period

between school and career.
Before settling down
Takes trips, travels
Knows the latest trends and it shows in his
personal styling.
Social butterfly, enjoys mingling
ANTHOPOMETRICS
Women’s Standard Bracelet Sizes (inside) including watch face
while bracelet is closed:

1. Adult Small
* 4-1/2” to 5-1/2”
2. Adult Average
* 5-1/2” to 6-1/2”
3. Adult Large
* 6-1/2” to 7-1/2”
4. Adult X-Large
* 7-1/2” to 8-1/2”

Men’s Standard Watch Bracelet Sizes (inside) including watch face while
bracelet is closed:

1. Adult Small:
* 5-1/2” to 6-1/2”
2. Adult Average:
* 6-1/2” to 7-1/2”
3. Adult Large:
* 7-1/2” to 8-1/2”
4. Adult X-Large:
* 8-1/2” to 9-1/2”

Type://www.watchcases.com/wrist-watches--wrist-size.html
MATERIALS Photochromic plastic

Photochromic materials change

from clear to colored when ex-
posed to UV light from sunlight,
black lights, or similar sources.

Acrylic infused wood

Infusing the wood with acrylic cre-

ates a material that repels water,
is harder (so it resists dents and
abrasions), and has an improved
dimensional stability which means
that it expands and contracts less
with temperature changes. Yet, this
material can still be cut, drilled,
sanded, and glued just like regular
wood.
IDEATION
Escape by
FOSSIL
CARABINER WATCH

The Carabiners watch

is made of stainless
steal with two silicone
rubber tabs on the top
of the case to prevent
scratching of the lens.
The strap can easily be
changed through the
slit on the side to cre-
ate a versatile piece. It
is suited for both Pro-
fessional, active, and
classy occasions.
Materials

- Stainless Steel
- Silicone Rubber
- Leather
CARABINER

The Carabiner comes

with a watch in a tradi-
tional case which can
be removed and at-
taches to the Carabin-
er for a more versatile
way to wear it. The
Carabiner is a textures
aluminum with a stain-
less steal clasp and
silicone ribber grip.
Materials

- Stainless Steel
- Silicone Rubber
- Leather
- Textures Aluminum
POCKET WATCH

The Pocket watch is a

modern take on an old
classic. The shape of
the watch is the origi-
nal circle, but the top
of the case has a sili-
cone rubber finish to
keep the watch from
scratching or dam-
age if dropped. On
the back of the case
there is a money clip
to help keep loose bills
in one place as well as
a slit so that you can
remove the chain and
wear in on a belt or
scarf.
Materials

- Stainless Steel
- Silicone Rubber
- Leather
MATERIAL WATCH

The Material watch

uses two unique
materials. The top of
the case is an acrylic
infused wood which
is durable and water
resistant. The face has
photocromatic ink
in the dials so it will
change color in the
presence of UV light.
The strap chain be eas-
ily changed through
the slot located on
the side to make this
watch as versatile as
you.
Materials

- Stainless Steel
- Silicone Rubber
- Leather
PACKAGING

Packaging
Carabiner
Tin inside box (colored)
Wood case
Wood drawer
PACKAGING
Material Watch
Tin outer tube
Wood insert
Packing foam
PACKAGING
Pocket Watch
Tin lid
Wood insert
Packing foam
Tin base (Colored)
Thank you