BALTIMORE — Pandora announced that it will kick off a brand relaunch on Aug. 28.
The company will hold a brand event in Los Angeles to be attended by over 400 guests and international news media. Pandora “will reveal its new company purpose, brand expression and visual identity, and show the Autumn 2019 collection” at the event, according to a press release.
The revamped brand will be rolled out over the second half of 2019 and into next year.
“The event in Los Angeles marks the beginning of our journey to become more relevant for consumers,” said Alexander Lacik, CEO of Pandora. “We have received very positive feedback to the marketing pilots we have conducted earlier this year, so we are eager to take this to consumers around the world and show a fresher and more contemporary Pandora.”
Pandora stated that the rebranding effort is part of a company-wide turnaround program called Programme NOW.
According to the release:
Advertisement
The brand relaunch will bring a refresh of all consumer touchpoints to drive higher brand relevance. One of the cornerstones is a new store design that builds on discovery and collectability. The first rebranded store will open in the UK followed by stores in key markets including China and Italy throughout 2019. Pandora will also launch new online stores and refresh its presence on partners’ e-commerce sites such as Tmall.
In what will be the company’s largest marketing investment to date Pandora will also launch design collaborations with global franchises, and partnerships with celebrities, influencers and organisations. Elements that will come to life already in Pandora’s Christmas campaign. More initiatives will be announced, as the renewal of the complete consumer experience continues into 2020.
Honoring a Legacy: How Smith & Son Jewelers Exceeded Every Goal With Wilkerson
When Andrew Smith decided to close the Springfield, Massachusetts location of Smith & Son Jewelers, the decision came down to family. His father was retiring after 72 years in the business, and Andrew wanted to spend more time with his children and soon-to-arrive grandchildren.
For this fourth-generation jeweler whose great-grandfather founded the company in 1918, closing the 107-year-old Springfield location required the right partner. Smith chose Wilkerson, and the experience exceeded expectations from start to finish.
"Everything they told me was 100% true," Smith says. "The ease and use of all their tools was wonderful."
The consultants' knowledge and expertise proved invaluable. Smith and his father set their own financial goal, but Wilkerson proposed three more ambitious targets. "We thought we would never make it," Smith explains. "We were dead wrong. We hit our first goal, second goal and third goal. It was amazing."
Smith's recommendation is emphatic: "I would never be able to do what they did by myself."
