November 9, 2024

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Pandora’s Marketing Strategy Gave The Brand An Ultimate Glow Up

Pandora’s Marketing Strategy Gave The Brand An Ultimate Glow Up

From key campaigns featuring Pamela Anderson to elevated social media aesthetics, the Danish heritage jewelry brand Pandora is enjoying the success of a major glow-up. Exhibiting a new look that’s modern, warm, relevant, and inclusive, the household name famous for charm bracelets and dainty necklaces has become not only trendy but also stylish and desirable.

Most recently in August, the brand sponsored the bi-annual Copenhagen Fashion Week, hosted a star-studded dinner event with Anderson and her two sons in attendance, and further collaborated with ROTATE, the Danish It-girl brand, on the runway. Perfectly styled with Pandora’s iconic designs from the PANDORA ESSENCE and Pandora Moments collections, ROTATE’s runway looks also see custom pieces hand-crafted by Grete Henriette — like the one created from 2000 Pandora Timeless sterling silver tennis bracelets (worn by Toni Garrn), and a flower motif made from Pandora Moments 14k gold-plated rolo chain necklaces. Jeanette Madsen and Thora Valdimars, Creative Directors of ROTATE, say the jewelry pieces used are “elegant, raw and sculptural”, perfectly finishing the styling of the brand’s garments.

For Pandora, the glow up probably has something to do with Mary Carmen Gasco-Buisson, the brand’s Chief Marketing Director, who took the position in 2022 to ensure that the affordable luxury giant stays not only up to date, but relevant and ahead of competitors.

“It’s important to show Pandora in a new light,” says Gasco-Buisson, who led the BE LOVE campaign and orchestrated a string of strategic events in helping uplift the brand’s image and consumer demographics.

But marketing alone will not do it, adds Gasco-Buisson. “You can’t have a great brand without amazing products.” The CMO says she works closely with Stephen Fairchild in products — who Gasco-Buisson says is a master in translating marketing vision to product reality — to ensure Pandora’s designs represent what the brand stands for.

During Fashion Week, Pandora also unveiled the BE LOVE Heart charm. Reimagining the iconic heart charm from the brand’s first collection in 2000, the newly designed BE LOVE Heart charm is a bold reiteration of the brand’s original form, featuring a more three-dimensional shape with round, linear elements, evoking the feeling of both individuality and strength, while an engraving on one side reminds the wearer to BE LOVE.

Available in sterling silver and 14K yellow gold plating, the charm comes in a medium and maxi size that creates more options for styling. Having been seen on industry opinion leaders and endorsed celebrities, The BE LOVE Heart charm has already become a much-anticipated piece ahead of its launch in stores and online worldwide from August 25, with prices starting at £25.

It’s difficult to ensure longevity and upward trend in profitability under an economic climate that has proven to be challenging for many brands in the fashion and beauty sphere. On the other hand, there’s a view that the affordable luxury market, which Pandora positions itself in, will stay strong as consumers continue to look for meaningful items that will comfort the mind and soul.

Despite the rising costs in silver and other raw materials — which Gasco-Buisson says impacts the brand directly, Pandora’s price increase has been kept to a minimal. “When you are committed to being accessible, you have to find every single way to avoid hiking up prices thoughtlessly. We continue to improve the ways we do things, and bring in some technology to help us.”

In addition to being vertically integrated from an early stage with production standard established and tightly maintained, Pandora is also able to retain a healthy level of profit thanks to its revenue being mostly generated through DTC channels — only a small margin of Pandora products are sold via third party platforms or stores.

“Accessible luxury is not just price, It’s both price and quality, hence the term luxury,” Gasco-Buisson says. Thanks to the sheer scale of the operation (Pandora produces over 100m pieces of jewelry on an annual basis), amongst other things, Pandora is able to offer unparalleled quality at accessible prices, whilst a brand producing “merely” a million pieces wouldn’t be able to do so.

“I believe that if you want to do a lot of good in the world, you have to be a viable business.” And a viable business Pandora is. According to Statista, Pandora’s revenue reached 2.113 billion US dollars in 2023, up from 2.098 billion in the previous year. “We are not here for the short term, no.” beams Gasco-Buisson.

So what else is left to do? According to Gasco-Buisson, still a lot. “Consumers, they move. Culture moves, aesthetics move, and we need to be relevant as a desired product.” There’s tons to do as we continue to expand by entering new geographies.”

“And you know, we continue to strengthen our customer experience. What it’s like to be the Pandora store and what it’s like to be assisted.” For Gasco-Buisson, retail is clearly an important component in ensuring Pandora’s market position on a global scale. Pandora’s new flagship store in Copenhagen, newly renovated and dazzling in the shade of coral pink, has an unmissable welcoming atmosphere and is easily one of the buzziest stores I’ve been to — filled with actual customers looking to buy, rather than to window shop.

Sustainability, a commonly used word by many big corporates, is part of a built-in culture at Pandora. “Things will get tough, yeah, silver will increase [in price] and we will still keep doing 100% recycled silver, even if it’s more expensive, because that is what we do. We will figure it out.”

“We’ll figure it out” is the general attitude I’m sensing from Gasco-Buisson, an attitude that’s 100% can-do laced with a great sense of ownership and accountability. And when asked what’s next up in her to-do list, Gasco-Buisson doesn’t hesitate: “Working towards making Pandora a full jewellery brand and a go-to choice for those seeking unique and meaningful jewelry.”


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