More than 400 people participated in the event, and most of the scene used pink as a color scheme, which is also the new iconic color of Pandora. Pandora said that in the future, it will create a brand new Pandora brand from three aspects. Pandora jewelry officially unveiled Pandora Garden: New York High Line Park immersive experience art installation.
New store design
Pandora announced the store design concept called “Expression”, which will display a richer jewellery style in the store, allowing consumers to observe and touch these products up close and create a more diverse shopping experience. The concept will be applied in a few key stores this year and will be rolled out to Pandora's 2,700 stores worldwide.
In addition to offline stores, Pandora will also reform its 20 online stores, launch an optimized version of the product page, improve search and browsing products, settle payment and other aspects of the experience, while using a more refreshing and simple visual design, brand story Better blended with the product.
Pandora CEO Alexander Lacik said that he hopes to make more interesting interactions between brands and consumers through these changes.
Cooperation and cross-border
As part of the re-release of the brand, Pandora announced that it will establish long-term relationships with six world-renowned opinion leaders: British actor Nathalie Emmanuel; British model and designer Georgia May Jagger; African-American model Halima Aden; American actor Larsen Thompson; Chinese photographer and writer Margaret Zhang (Zhang Ning) and American photographer and artist Tasya van Ree.
In addition, Pandora will work with Millie Bobby Brown, who has twice been nominated for Emmy, to release the Pandora Me series for younger generations of Generation Z in October. Millie Bobby Brown's entries include Stranger Things and Godzilla: King of the Monsters. Pandora will also release a joint jewellery collection with Harry Porter and Frozen on this year.
New product concept
At the press conference, Pandora also announced the Fall/Winter 2019 series, which is Pandora's largest jewellery collection this year. There are 121 different products covering different jewellery categories. Pandora said that in the future, it will increase its investment in marketing and give better support to the new series.
Pandora also revealed that there will be more different measures to ensure the success of the new series, while improving the user's shopping experience, these measures will be open in the future. Pandora also introduced a new logo that adjusts the O font. The O logo of the new Logo is more rounded, and the crown shape on the top has also been fine-tuned.
“Our customers told us that they used to think that Pandora’s price was very close to the people, but now it’s no longer the case.” Alexander Lacik said in an interview: “We have deviated from the initial position. Now we are working hard to get back to the original Pandora is on the road to success."
In the decade from 2007 to 2017, Pandora relied on its unique positioning between low-end accessories such as H&M and high-end jewellery such as Tiffany & Co., and sales increased more than 10 times. However, due to the rapid expansion of its low-end product line and the lack of innovation in its high-end product line, its performance in the last two years has not been satisfactory.
Pandora's share price was 289 DKK as of the close of trading on Friday. Since entering 2019, Pandora's share price has risen by more than 10%, but there is still a big gap compared to the peak of DKK 1000 in 2016.
Soy Lontoft, an analyst at Sydbank, said: "This re-release is critical for Pandora and may lead to a significant growth in their business, which will greatly boost their performance in the fourth quarter and next year."
Pandora just released the key financial data for the second quarter of this fiscal year two weeks ago. Net sales at constant exchange rate fell 4% year-on-year to 4.693 billion Danish kronor, which was promoted by Tmall Mall in China. Sales increased by 49% year-on-year, accounting for 20% of the total sales in the second quarter of the Chinese market.
