Connect with us

Headlines

Pandora Unveils Its Brand Relaunch

The effort involves ‘the largest marketing investment in the company’s history.’

mm

Published

on

Pandora kicked off a brand relaunch at an event on Aug. 28 in Los Angeles.

The company is introducing “a new store design, new collaborations, celebrity endorsements, and new products” in an effort that will involve “the largest marketing investment in the company’s history.” Pandora will also present new online stores and refresh its presence on marketplaces such as Tmall, according to a press release.

“Since the launch of the Moments platform in year 2000, Pandora has built the best known jewellery brand in the world by allowing consumers to emotionally connect with their jewellery through co-creation and self-expression,” said CEO Alexander Lacik. “Today we strengthen this core proposition with a complete renewal of our entire consumer experience.”

The relaunch was revealed at a VIP event in Los Angeles attended by 400 international guests. Pandora introduced a new company purpose — “We give a voice to people’s loves – Passions, People & Places” — and an updated logo and monogram. The new visual identity will appear across all Pandora channels, as well as advertising campaigns. The company has also adopted the color pink as its “new main marker and recognisable statement across all consumer touchpoints,” according to the release.

One of the cornerstones of the relaunch is a store design called Expression that builds on discovery and collecting. The concept will gradually roll out with a number of refurbished stores in 2019.

The company states that its 20 online stores are shifting to the new visual identity “with significantly improved listing and product pages that optimise navigation and check-out flow.”

Pandora announced long-term partnerships with six influencers chosen for their relevance to the core Pandora audience: Nathalie Emmanuel, Georgia May Jagger, Halima Aden, Larsen Thompson, Margaret Zhang and Tasya van Ree.

In addition, Pandora recently partnered with Millie Bobby Brown, two-time Emmy nominee and UNICEF’s youngest-ever Goodwill Ambassador, to support the launch in October of Pandora Me, a collection developed with a younger audience in mind. Later in the year, Pandora will launch products in collaborations with Harry Potter and Frozen II.

Advertisement

A number of products will hit the market in conjunction with the brand relaunch. The Autumn/Winter 2019 collection has launched globally. It is the largest collection this year with 121 different designs spanning all product categories. Among the new products is the O Pendant, a charms-carrying pendant for necklaces, its shape derived from the Pandora O symbol.

Pandora jewelry is sold in more than 100 countries on six continents through more than 7,500 points of sale, including more than 2,700 concept stores.

Over the years, INSTORE has won 80 international journalism awards for its publication and website. Contact INSTORE's editors at [email protected].

Advertisement

SPONSORED VIDEO

Wilkerson Testimonials | Zadok Master Jewelers

Stick to the Program — And Watch Your Sales Grow

When Zadok Master Jewelers in Houston, Texas, decided to move to a new location (they’d been in the same one for the 45 years they’d been in business), they called Wilkerson to run a moving sale. The results, says seventh-generation jeweler Jonathan Zadok, were “off the charts” in terms of traffic and sales. Why? They took Wilkerson’s advice and stuck to the company’s marketing program, which included sign twirlers — something Jonathan Zadok had never used before. He says a number of very wealthy customers came in because of them. “They said, ‘I loved your sign twirlers and here’s my credit card for $20,000.’ There’s no way we could have done that on our own,” says Zadok. “Without Wilkerson, the sale never, ever would have come close to what it did.”

Promoted Headlines

Advertisement

Advertisement

Advertisement

Subscribe


BULLETINS

INSTORE helps you become a better jeweler
with the biggest daily news headlines and useful tips.
(Mailed 5x per week.)

Facebook

Latest Comments

Most Popular