Fossil
SCAD collaborated with Fossil to create an innovative Watch collection for women that could seamlessly integrate into their product line for Spring/Summer 2016.
About
SCAD and Fossil hand-picked 15 students to take part in this Collaborative learning course in which we were split into 5 teams on 3 to develop a full collection for Fossil to select watch designs or aspects of our designs to integrate into their line.
Each team had to select roles for each team member. I was tasked to be the Team Lead, in charge of presenting our work to Fossil stakeholders, and also contributed as Creative Lead, helping come up with general trends and themes to focus on when putting together a cohesive collection.
Research
Industry Trends
When coming up with a spring line for Fossil, we were looking at trends in the fashion industry that we could adapt into our designs. We also wanted to choose light and airy colors juxtaposed with bold tones to create contrast, resulting in an eye-catching statement piece.
A lot of our designs were created using clean and sleek lines that incorporate strong faceted shapes often seen in architectural masterpieces.
One of the biggest trends in the watch market at the time were “Boyfriend Style” watches, so we decided to incorporate some larger pieces that would fit into this bucket. However, it was important to keep a wide range so customer’s looking for a more soft and feminine look could also find something they were interested in.
Inspiration
Persona
Coming up with a persona was important for this process, as we wanted to define what target within the Fossil customer we were aiming our collection towards. This is how we came up with the below:
Julie West
26 y/o
Fashion Blogger
Manhattan, NY
$80,000+
Important factors when looking for a watch:
Trendsetter, not afraid to break the mold and wear a show-stopping piece that she can build an outfit around.
With her busy schedule, Julie needs a watch that she can easily dress up and dress down and can work for any occasion.
Needs a watch designed to blur the lines of gender. Something with fine attention to details that doesn’t work too hard to say “hey, look at me!”
Mood + Color Board
Ideation
Form and concept exploration:
We showed our stakeholders a vast array of watch sketches, so we could pick their brains and understand what aspects of our sketches they were reacting to. At this point it wasn’t important for them to choose a specific design, but instead look at the details they were drawn to, so we could refine them and incorporate those details into our final designs.
The sketches below only show the ones made by me.
Refined Ideation + CADs
At this point it was important to show our stakeholders final illustrated renders of our designs. Based on all of these they picked 2 for us to fully design and create on SolidWorks and 3D print for our final presentation.
Final Products
The stakeholders chose the two below designs, both of which were designed by me. After they selected these, we created unique packaging options to go along with these watches as a “moment-in-time” piece for their assortment.
At the end, Fossil didn’t include any of our designs into their line, but incorporated some of the details from our designs that caught their attention into their product line. Our stakeholder was very interested in introducing an off-centered chronograph watch into the line, as this was the first time he had ever seen a design like it.
Spring 2015 / Savannah College of Art and Design