A surf through the Fossil Web site reveals the profound success story of the accessories manufacturer. The cyber press release department touts titles such as "Fossil Declares Three for Two Stock Split," "Fossil First Quarter Earnings Soar 124 percent," and "Fossil Profits Spring 87% on Record Sales." One of the more recent entries tells of the company's latest foray in the optical market: "Fossil and S�filo Enter Licensing Agreement For Optical Frames."

"We see Fossil as a brand which adds a lot of value to our organization and we feel really in sync with Fossil, the company," says Claudio Gottardi, executive vice president and COO of S�filo USA. "They take an innovative, creative approach to their products, which we've been able to extend to the ophthalmic eyewear market."

TRUE AMERICANA

The debut collection, which is inspired by Fossil's wholesome, America-in-the-'50s brand image, includes 11 unisex frames, one men's frame, four women's styles, and four children's models. The collection, consisting of 114 SKUs, will feature metals, plastics, and metal/plastic combinations, with some styles including spring hinges. The collection itself will have a sense of humor and whimsy, and each frame style will be donned with a popular '50s name such as "Burt" or "Hazel."

It is that sense of whimsy, coupled with a strong sense of design and fashion, that has brought the Fossil accessories company--makers of watches, small leather goods, wallets, belts, backpacks, and sunglasses (distributed by California Design Studio which was recently purchased by Signature Eyewear)--success. Fossil was founded in 1984 at a time when, the company says, "There was a severe void discovered in the fashion market for watches. Watches, at that time, were being constructed for function rather than for fashion."

THE BRAND

After its success in the watch market, Fossil decided to take on other conquests, entering other fashionable accessory markets. Fossil introduced a collection of small leather goods in 1992.

It hopes to do the same in ophthalmic eyewear. The collection has been divided into five merchandising categories, including Aero Classics, metals with aerodynamic styling; Retropolitans, metals and combinations with contemporary, sleek frame styling; Genuine Originals, classic unisex acetates and metals with acetate overlays; Fossil Femme, classic feminine styles; and Fossil '54, for the younger customer.

There are also some unique features to the collection. Each frame will have a coordinated sunglass clip-on, "Clip-O-Matic." Each style will come with a hard case with a compartment for clip storage. Selected styles are available with pastel-colored tinted lenses for those who do not require prescription eyewear. In addition to the hard case, each frame will include one of eight specially designed tins featuring a retro, 1950s look.

The creative group at Fossil came up with the tin packaging idea as they felt it conveyed Fossil's retro-Americana image. Today, the tins have become an important part of the company's image and people have even begun collecting them.

The Fossil eyewear collection will wholesale between $36 and $46 for adult frames. The plastic styles will be priced at $36, while the metal and combination styles will go for $44 to $46. The children's frames will be priced at $39 and all clip-ons will wholesale for $22. FB