Fossil, Inc (Nasdaq:FOSL) is to launch a content rich, dynamically controlled web platform for its new apparel and jeans product line.

Targeted to the technologically savvy 16-24 year old market, Fossil's newest offering of branded apparel and jeans is offered on the company's Immedient-built website www.fossil.com.

Fossil developed the user interface to market the new apparel line on the web while Immedient developed the application to support it. Immedient delivered the solution by incorporating the new visual design that Fossil's designers produced, and implemented all the back-end development for integrating the site with their order fulfillment and inventory systems.

The new apparel line brought additional challenges for splitting orders across multiple distribution warehouses.

"By integrating the site with our back-end systems, we have created a seamless system that has quickly become the most efficient fulfillment vehicle for Fossil," said Kurt Hagen, Fossil's vice president, eCommerce.

"Fossil's whole Internet marketing strategy for this apparel product line introduction called for better and faster control over site content and display," explained Jim Alkire, Immedient senior vice president. "This clothing line is targeted to the men and women of the Internet generation who demand that sites function as well as they look. Our challenge was to make the site's technology as 'hot' and appealing as Fossil makes the site look and feel," he said.

Fossil designs, develops, markets and distributes a broad range of consumer products predicated on fashion and value. The company's principle offerings include an extensive line of watches, sunglasses and leather products under the FOSSIL brand. Fossil products are sold primarily through department stores, the Internet and major retailers both domestically and in more than 85 countries worldwide.

The online launch of the new line demonstrates the company's ongoing commitment to web development. "We have always believed in the power and convenience of e-commerce," said Kurt Hagen, Fossil's vice president, e-commerce. "Our target customer is already comfortable with and enthusiastic about online shopping. Immedient was the logical partner for us to make sure those online customer expectations are met and surpassed," Hagen remarked.

Immedient has also been retained to develop enhancements over the next several months to Fossil's B2B site, which Immedient launched in October 1999.