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:
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.