Kosta N. Kartsotis - Fossil Group, Inc.
Analyst
Most of the programs and advertising are social media, influencer based, celebrity, video, we had – I think as we mentioned before, with Fossil, we had our Kristen Bell video talking about hybrids that resonated and went somewhat viral, and we have people coming to our stores asking for the Kristen Bell watch. So a lot of our efforts more than ever before are really focused on social media influencers, celebrity, mobile, and we're going to see that not just in the U.S., but global. And it's not just ours, but one of the benefits we have is our partners, our brand partners, from Kors, Armani and others have, obviously, big marketing and PR machines with a huge amount of capability, are putting behind their products that are launching in wearables, they're putting in a huge amount of effort behind it. It's going to be big in their stores and in their social media campaign. It's one of the most significant launches we've ever had as a company, if not the most, from all of our brand partners and ourselves. So it's a full court press to really communicate how these products are different and what they do, how they look different, what the functionality is. There's also a big focus now and ongoing on the software capabilities. The Kors watch has social capabilities, etcetera, that are very unique. So it's not just selling a product, but there's technology inside that enables us to engage consumers with software and new ways that they can engage with brands and new ways, it's never been done before. So we're not just selling things that show time. These are ongoing engagement tools. I think one of the examples is just you can, obviously, change your dials on the display smartwatch, and we're seeing literally millions of dial changes going on every month across consumers that have already bought the products. We do have the capability and we're doing this, of downloading new dial designs or new ideas to – the branded products that people bought either recently or some time ago. So it's not just products, but it's a full-on engagement with social media viral and other techniques including downloading right to the watch.