For Fossil Group AU, Flaunter has made managing the sales & PR for their 11 brands so much easier. We caught up with the accessories leader to talk saving time and connecting with new media.
On the who, what, why
Fossil Group uses design and innovation to create distinctive watches, wearables and accessories. Alongside the Fossil Brand, the company is constantly developing its multi-brand portfolio. The company was founded in the US in 1954 and came to Australia in the early 90’s.
The ‘Go to Market’ team, consisting of 7 people, aims to lead in digital and win in the wearables space – fashion is our top priority. The brands under our umbrella include Fossil, Skagen, Michael Kors, Emporio Armani, Armani Exchange, Diesel, Marc Jacobs, Kate Spade New York, DKNY, Tory Burch and Misfit.
On the olden days
Before using Flaunter, the standard practice was file sharing via dropbox/we transfer or attaching images to emails. The usual problems faced were images sizing, time-consuming back and forth emails or not knowing what happened to the links once they were sent!
Sending out of hard copy lookbooks seasonally also ate our time. Now the team saves a lot of paper by uploading soft copy lookbooks onto Flaunter, which also helps our ‘Do more Good’ initiative.
On implementing the solution
Asking media to jump on board something new may be seen as a barrier to entry but it’s free, which is a huge benefit for them. Such challenges can still be faced at times – however, when receiving a direct request, link sharing through Flaunter is now standard practice for the team which drives media to the platform and ensures we’re getting the benefits of data.
Flaunter is such an innovative tool, and for a company looking after multiple brands, it’s visually appealing and showcases our entire portfolio really nicely. The quick edits, for example uploading images and editing product information, makes life so much easier.
On using it for both PR & Sales teams
Fossil Group manages two accounts One for PR and one for the Sales team, who share Flaunter links with their customers rather than sharing with media. Accounts are cloned each week so all edits made from the PR account are updated to the Sales account. Our PR lead mostly creates moodboards to share with media, however our Sales team tend to share albums entire brand albums.
On making life easier
By investing a small amount of effort setting up our collections on Flaunter each season – the team saves SO much time. All the important product details are attached to each image which means everyone has the right information at the right time.
On memorable moments
We’ve been featured in multiple national titles from sharing Flaunter images, including Marie Claire, InStyle and Australian Women’s Weekly and we have seen an increase in downloads for a lot of our brands.
On where Flaunter sits in their PR strategy
Flaunter increases the number of editorial features received across each of our brands. Having our assets on Flaunter keeps our brands top of mind for media and introduces our portfolio to media/stakeholders we’ve not necessarily worked with in the past (such as regional magazines and newspapers), ultimately reaching a wider audience and exposing our brands at a national level.
On a trusted recommendation
Our PR specialist recommended Flaunter to peers/friends working in the same industry as it’s a very simple tool and is extremely useful for teams that need an easy and beautiful way to share brand assets and information with their most important connections!
On Flaunter in 3 words
Pleasant, Connected, Valuable