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REACH LIST 2019: Top five fashion brands

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Jewellery giant Pandora has managed to secure the top spot for the fifth consecutive year.

Despite challenges which have seen Pandora implement Programme Now and undergo a major brand overhaul, when it comes to digital the business must be doing something right.

On social media Pandora rakes in more than double the amount of followers than its nearest competitor, with the brand’s Facebook and Instagram community continuing to grow year-on-year.

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Over the last 12 months Pandora has increased its Instagram following from 4.8m to 7.1m, while on Facebook (the social channel that remains the companies greatest asset), its likes have bumped up to 15.4m.

In the Salience’s 2019 Jewellery Market Report, which compares over 60 jewellery retail firms operating in the UK, it confirmed that Pandora remains the most-searched-for jewellery brand in the UK, claiming more monthly searches than H Samuel, Accessorize, Warren James, Swarovski and Ernest Jones combined.
According to that study, Pandora has had a 47% lift in visibility over the last 12 months.

This is not surprising as the brand has increased its marketing spend as part of its plans to win back sales in key markets, of which the UK is one.

Pandora said in its Q2 report “Testing of increased marketing investments in Italy and the UK have shown a positive effect on traffic and an ability to drive profitable revenue growth. Consequently, it has been decided to significantly increase marketing investments for the rest of 2019.”

In the digital world, Pandora has been working with global influencers to drive traffic through social channels and it has invested in its online shop to optimise navigation and check-out flow.

The brand’s latest muses are: Nathalie Emmanuel, Georgia May Jagger, Halima Aden, Margaret Zhang, Tasya Van Ree and Larsen Thompson.

With the launch of the six muses comes new video content which has been distributed on social media channels. These videos see the ambassadors answer questions and reflect something of their personality, alongside showcasing how they are wearing the brand’s latest products.

Pandora often uses its social channels to emphasise the different way its products can be worn — bringing the styling service found in store to the online world.

Tags : PandoraPandora jewellery
Stacey Hailes

The author Stacey Hailes

Editor, Professional Jeweller

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