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.
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.