Jewellery brand Pandora, which is in the midst of implementing a comprehensive turnaround plan, announced it will kick off a global brand relaunch with an event in Los Angeles on August 28, where the company’s autumn collection will also be unveiled. Following this, the global roll-out of a new store design, new online platforms, new partnerships and new products will begin.
Pandora said is on track for the upcoming brand relaunch as part of its companywide turnaround initiative known as Programme NOW. After the kick-off event in LA, the brand relaunch will be rolled out over the second half of 2019 and into next year, renewing the entire consumer experience.
According to the company, the brand event in LA will be attended by over 400 guests from around the world and international news media. Here, Pandora will reveal its new company purpose, brand expression and visual identity, and show the Autumn 2019 collection. Female artists have been invited to create their interpretation of the company’s new purpose – showcasing it through graffiti and wall murals along a street in Los Angeles.
“The event in Los Angeles marks the beginning of our journey to become more relevant for consumers. We have received very positive feedback to the marketing pilots we have conducted earlier this year, so we are eager to take this to consumers around the world and show a fresher and more contemporary Pandora”, said company CEO Alexander Lacik.
The brand relaunch will bring a refresh of all consumer touchpoints to drive higher brand relevance. One of the cornerstones is a new store design that builds on discovery and collectability. The first rebranded store will open in the UK followed by stores in key markets including China and Italy throughout 2019. Pandora will also launch new online stores and refresh its presence on partners’ e-commerce sites such as Tmall.
In what will be the company’s largest marketing investment to date, Pandora will also launch design collaborations with global franchises, and partnerships with celebrities, influencers and organisations. Elements that will come to life already in Pandora’s Christmas campaign. More initiatives will be announced, as the renewal of the complete consumer experience continues into 2020.