SKAGEN DENMARK
THE GOAL
MAKE A SMALL DANISH WATCH BRAND MORE FASHIONABLE, DESIGN-DRIVEN AND INFLUENTIAL ON A GLOBAL SCALE.
MAKE A SMALL DANISH WATCH BRAND MORE FASHIONABLE, DESIGN-DRIVEN AND INFLUENTIAL ON A GLOBAL SCALE.
THE METHOD
• POSITION THE AESTHETIC VALUES OF SKAGEN AS A DANISH ICON — JUST AS BURBERRY IS TO BRITAIN AND CHANEL IS TO FRANCE.
• COMMISSION EDITORIAL STORIES TO TELL THE BACK STORY OF SKAGEN PRODUCTS, DESIGNS AND COLLABORATIONS.
• BRING TOGETHER THE BEST OF DANISH DESIGN AND LIFESTYLE TO CREATE A HALO EFFECT AROUND SKAGEN.
• PRODUCE ONLINE HUB WITH CONTENT STRATEGICALLY CREATED FOR U.S., GERMAN, JAPANESE AND BRITISH MARKETS.
RESULT
SKAGEN DENMARK IS THE FASTEST GROWING DIVISION OF FOSSIL, INC.