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GET TO KNOW: Pandora’s new way of charming consumers

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Pandora has undergone a major brand overhaul, which includes a new visual identity and updated store design.

This is the brand’s biggest transformation to date, and as such, the company has been plastering its new pink visuals all over key locations. But, what’s really changed?

In a nutshell, Pandora is going back to its core DNA of personal expression and collecting jewellery, but doing so in a way it hasn’t done before.
While products are key, the main focus of the rebrand is on the customer experience.

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Preparing for Change
Pandora prepared the foundation of the brand relaunch through in-depth consumer demand research in the jewellery space combined with analysis and learnings based on the history of the company.

Research revealed the Pandora customer is not characterised by age, income-bracket or other generic metrics, but rather a desire to emotionally connect with a jewellery product and express emotions for passions, places and people through their purchases.

The company’s transformation programme, Programme NOW, identified four key issues: a blurred brand experience; weak initiatives on charms collecting; over push; and executional inconsistency. All the brand’s consumer studies confirm that collecting jewellery continues to be highly relevant for today’s modern woman but these four issues have led Pandora’s core proposition and brand relevance to drift and gradually weaken among consumers.

Therefore Pandora is going back to what made it so successful in the first place, but with the following refreshed company purpose: “We give a voice to people’s loves – Passions, People & Places”. This purpose will be deeply rooted in all touchpoints and commercial initiatives to take Pandora back to its core DNA of personal expression and collecting.

A new charm bar makes the process of curating a style more interactive.

“The goal is really to regain what we lost and, in this ever fast changing world we live in, we simply lost brand relevance of today,” Pandora’s chief creative officer, Stephen Fairchild, tells Professional Jeweller.

“We have now worked out what we need to be: a brand that gives a voice to people’s loves, be that people, passion or simply self-expression.”

With a new brand purpose comes a completely refreshed visual identity which sees Pandora adopting pink as its new main marker and recognisable statement across all consumer touchpoints.

The new visual identity also encompasses an updated logo and monogram, emphasising the fine art of Pandora’s craftsmanship.

RETAIL REVAMP
As part of the rebrand, a new store concept has been created, with the roll-out beginning earlier this year with one experience store in Shanghai and ten fully refurbished stores set to open as pilots in 2019.

As a key market, four of the ten stores receiving a makeover this year will be in the UK. This summer, the brand’s Leicester Fosse Park store was updated as part of the testing phase, while the Birmingham Bull Ring, Bath, and Covent Garden boutiques will be transformed before the lucrative Christmas trading period.

The new retail concept has an optimised store layout built for intuitive consumer flow and self-discovery including newly designed store elements.

The whole focus of the new retail environment Pandora has created is to encourage customers to touch and feel products to experience the playfulness, experiment with creating their own unique looks, and to become better acquainted with the craftsmanship behind each piece.

Fairchild explains: “The new global store concept design encourages discovery and collecting.

“The concept changes everything from colour choices to lighting to interior design and focuses on creating a welcoming and interactive environment. Pandora Pink is the main colour shade in the new store concept, and the Pandora monogram, a key visual element from the redesigned logo, serves as the identity-carrying centrepiece.”

The new global store concept encourages discovery and collecting.

Some of the highlights in the revamped stores include a charm bar, where shoppers can mix and match bracelets and charms, and a treasure table showcasing new and bestselling Pandora products.

“Another very important point is that our store concept is created with sustainability in mind, and new lighting design reduces energy consumption by at least 20% compared to current Pandora stores,” adds Fairchild.

After an initial trial in the UK, Pandora will continue to develop the concept in 2020 and roll out the new look to all of its 2,700 stores worldwide. More than a thousand boutiques will also receive new window visuals.

“With an abundance of online choices, it is no longer enough for a brand just to sell high quality products,” affirms Fairchild. “We are making the store a destination our customers would want to spend more time.”

Recognising the importance of online though, Pandora’s e-commerce site has also been updated to include significantly improved listing and product pages to optimise navigation and check-out flow. The e-store also features cleaner visuals and stronger product imagery, while blending story-telling and transactional content in a complete and compelling framework.

Later in the year, the Bracelet Builder feature – another innovation to strengthen collecting – will be launched on selected online stores.

The new e-stores have also been optimised for ‘mobile first’ and ready for integration of further omnichannel features. For example, the brand is looking to introduce Click and Collect in certain markets.

PUSHING PRODUCTS
The brand relaunch will be complemented by collaborations, celebrity-endorsements and partnerships with influencers. For example, Pandora has partnered with Millie Bobby Brown to promote the brand and new collections.

To further improve reach and excitement about the brand relaunch, Pandora has also partnered with six global influencers with significant reach on social media.

The company will also launch product collaborations later in the year with both Harry Potter and Frozen II.

A number of key new products will also hit the market before the year ends, including a fresh charm concept designed to target younger consumers.

This has all been supported by a boost in marketing spend, which in the UK resulted in Pandora lighting up Piccadilly on the iconic digital screens, and hosting an interactive swing activation in Covent Garden, which was visited by more than 2,400 people in just two days.

“In an ever changing world with an ever changing consumer landscape, we of course need to be agile. Consumer insights showed us that jewellery is more than something that people just like to wear, it’s an expression of who are they are,” says Fairchild.

He adds: “Our wish is that our customers will feel emotionally more connected, more inspired and embraced by the new look and feel in our stores. And, with the new brand relaunch and our new purpose, we really want to express that our jewellery reflects not only the different facets of women, but also gives voice to the things they love and stories behind them.”

Tags : PandoraStephen Fairchild
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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