Guess Who!

When I think watches that match my style, I think Fossil. I have personally been extremely loyal to Fossil since a very young age. Fossil is a U.S. company that focuses on providing customers with authentic accessories that fit stylish, vintage preferences. Fossil successfully manufacturers watches for casual and business settings with various material and customize-able options. Like trends and fads that claim the attention of millennials, Fossil is a company that has dominated the attention and loyalty of our current generation by providing a brand that meets a trendy lifestyle. With 272,000 followers on Instagram, 1.86 million likes on Facebook, and 62, 600 followers on Twitter, Fossil has done very well in constantly promoting their brand and proactively communicating with customers. Fossil uses Twitter to handle customer service issues, and uses Facebook and Instagram to share fashionable accessory photos and new deals. Additionally, Fossil also provides and markets coupons on sites such as Groupon and on Apps such as RetailMeNot. By using apps and popular sites to offer discounts that are utilized by the target market, Fossil has succeeded in the hearts of customers by offering valuable, yet affordable vintage products.

Now, guess who Fossil's biggest competitor is? Guess. No really. Guess. With 1 million followers on Instagram, 6.3 million likes on Facebook, and 316,000 followers on Twitter, Guess has proven to dominated the trendy vintage company on social media. Being established only three years earlier in 1981 (as opposed to Fossil's 1984), Guess used an enhanced lifestyle to capture customers. Instead of focusing on vintage and artsy lifestyle like Fossil, Guess portrays a lifestyle of power and sensuality. Guess has portrayed a marketing genius of high end fashion focusing on flawless beauty and attraction. When teaming with Guess, consumers are influenced to feel like they belong in the upper class of social society. Guess uses Pinterest and sexy photo shoot campaigns to continuously promote this brand image. Therefore, while Fossil creates customer loyalty by promoting individuality and an artsy style, Guess exploits the inner desire to be beautiful and powerful. Both of these strategies have proven to work within their target markets, however, due to the innate desire of mankind to obtain power, Guess has done an excellent job at fulfilling this desire through brand image.