Fossil Group Australia uses Flaunter to manage sales and PR for 12 brands. Flaunter provides a central tool for the marketing and sales teams to organise, share and track their valuable PR assets with wholesalers, media and the wider Fossil organisation.


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 brands under our umbrella include Fossil, Elle, Skagen, Michael Kors, Emporio Armani, Armani Exchange, Diesel, Marc Jacobs, Kate Spade New York, DKNY, Tory Burch and Misfit.

Why Dropbox and WeTransfer was time-consuming and ineffective 

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.

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.


How Flaunter showcases their brands and saves time 

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.

By investing a small amount of effort setting up our collections on Flaunter each season – the team saves a significant amount of time. All the important product details are attached to each image which means everyone has the right information at the right time.


We’ve been featured in multiple national titles from sharing Flaunter images, including Marie ClaireInStyle and Australian Women’s Weekly and we have seen an increase in downloads for a lot of our brands.

Where Flaunter sits in the Fossil Group 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.

Flaunter in 3 words 

Beautiful, Connected, Valuable