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Pandora Shifts Design Strategy, Targeting New Customer

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Company aiming to address change in female consumer behavior.

Pandora is charting a new design strategy and hoping to capture an emerging customer demographic, as WWD writes. The article says that the company has identified a change in consumer behavior – specifically the rise of the “self-empowered” female shopper – and that it will renew its focus on categories such as rings and earrings to address that change.

“I think that, in the past, we were designing charms – and then jewelry. What we do now is design concepts for jewelry and within those concepts there is the charm category,” Stephen Fairchild, senior vice president and chief creative officer at Pandora, told the news outlet.

The article adds that Pandora has worked with a consulting agency to tailor its messaging for the 21st century consumer. “Women are much more self-empowered, more confident within themselves, and also very confident in self-purchasing,” says Fairchild. “Whereas in the past I would primarily say that the jewelry industry was all about gifting, the interesting shift is that now the consumer is willing to gift to herself.”

Read more at WWD

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