It’s one thing to shop at Fossil and follow them on on Facebook or Twitter.
It’s quite another to learn more about the accessories brand from an insider.
Name: Lori Petteplace
Position: PR & Marketing Manager
Employer: Fossil
Education: Psychology, McMaster University
In 140 characters or less, describe your role at Fossil:
Out-of-box promoting and event planning to increase brand awareness, sales & desire of the brand while crediting 1 of our wholesale partners
How does Fossil foster creativity at the office?
Fossil has their finger on the creative pulse for their employees. We have an open and engaged idea environment, where ‘answers are in the room’ round-table discussions are common. We sincerely and actively pursue placing people in roles that suit their personality, creativity, talents, desires and ambitions.
Fossil works with many brands, but its partnership with Michael Kors seems to be the most well known. Why do you think Michael Kors watches are so highly coveted in particular?
Michael Kors has taken aspirational ‘Jet Set’ lifestyle and presented it to the fashion-conscious individual at attainable price points. Further, he provides a head-to-toe look emphasizing not only his apparel but also his finishing accessories – the statement watch, stacked jewellery, a handbag and footwear.
What can you tell readers about Fossil’s corporate social responsibility (CSR) initiatives?
CSR is at the soul of Fossil Inc. Each country is given simple guidelines with the expectation to ‘give back’ in a quiet but meaningful way. We’ve done everything from in-house donations for a grassroots local charity to send kids at risk to camp to larger profile organizations. The most rewarding is our ongoing 3 year partnership with Michael Pinball Clemons Foundation, which shows no sign of slowing down. Together, we’ve been contributing to local charities and much-needed funding abroad for schools in Haiti.
What do you think are essential items for PR pros to carry in their bag?
You definitely need an electronic device such as a BlackBerry to stay connected. The old-school approach of a business card, pen and notepad is always a solid go-to as well!
How do you predict the fashion industry will evolve in the next 5-10 years?
Globalization and social media means there will be room for the world’s most internationally recognized designers to the artisan working locally to bring their interpretation of style to all. Of course, accessories will continue to play an integral role in completing this look – if I have any influence in the matter, watches will continue to be a statement of expressing one’s style.