Pandora has once again taken its latest offerings to the road, touring six major capital cities in Australia and New Zealand. The annual roadshow began on 28 July in Brisbane and has since visited Auckland, Perth, Adelaide and Melbourne. It is scheduled to conclude on Wednesday 27 August with a “mega finale” in Sydney.
Pandora Australia president David Allen explained that as part of the tour, retailers were invited to attend daytime workshops that provided company performance updates and training tools.
“Our afternoon workshops are focused on education where we are able to share knowledge, information, and offer best practice ideas and training – anything that we can offer to assist our partners [retail stockists] in operating their own businesses,” he said.
Later in the evening, retailers and other VIP guests were able to take a closer look at the collections during a fashion show presentation where the brand’s latest jewellery pieces were showcased on models stationed on podiums.
This formula – an alternative to the traditional fashion parade – was used for the first time in 2013, with Allen explaining that the concept worked well because it allowed guests to gain a “close-up view of the styled range”.
The central focus for this year’s fashion events was Pandora’s new Mystic Fairytale and Starry Night collections, which featured metallic colour schemes of gold, silver and “not-quite champagne” hues offset by white and navy blue.
According to Allen, collection highlights comprised a series of vine-inspired rings and earrings with matching charms and necklace; a Pandora-themed range of jewellery including a monogram-style ring stamped with the word “Pandora”; and a range of cosmic-themed charms and rings.
Background reading: Birth of brand Pandora
Pandora has once again taken its latest offerings to the road, touring six major capital cities in Australia and New Zealand. The annual roadshow began on 28 July in Brisbane and has since visited Auckland, Perth, Adelaide and Melbourne. It is scheduled to conclude on Wednesday 27 August with a “mega finale” in Sydney.
Pandora Australia president David Allen explained that as part of the tour, retailers were invited to attend daytime workshops that provided company performance updates and training tools.
“Our afternoon workshops are focused on education where we are able to share knowledge, information, and offer best practice ideas and training – anything that we can offer to assist our partners [retail stockists] in operating their own businesses,” he said.
Later in the evening, retailers and other VIP guests were able to take a closer look at the collections during a fashion show presentation where the brand’s latest jewellery pieces were showcased on models stationed on podiums.
This formula – an alternative to the traditional fashion parade – was used for the first time in 2013, with Allen explaining that the concept worked well because it allowed guests to gain a “close-up view of the styled range”.
The central focus for this year’s fashion events was Pandora’s new Mystic Fairytale and Starry Night collections, which featured metallic colour schemes of gold, silver and “not-quite champagne” hues offset by white and navy blue.
According to Allen, collection highlights comprised a series of vine-inspired rings and earrings with matching charms and necklace; a Pandora-themed range of jewellery including a monogram-style ring stamped with the word “Pandora”; and a range of cosmic-themed charms and rings.
Background reading: Birth of brand Pandora
Pandora’s Essence collection was also featured, with 12 new charms on display.
“The evening event is a celebration of the brand, where partners are able to bring anyone from their teams along as well as their VIP consumers. The fashion show enables us to showcase our new ranges. We also have a number of giveaways, and to add to the experience, a professional photographer and DJ,” Allen said.
He explained each event had hosted guests to full capacity, with an additional 300 people expected at the Sydney finale. He expected a total of 1,400 guests to have attended the six fashion events.
Pandora’s Mystic Fairytale range will be available from 28 August, with the second range, Starry Night, scheduled to hit stores on 30 October.
Strong sales no fairytale
In other news, Pandora has released its 2014 second quarter financial results, showing a 38.4 per cent revenue increase in local currency for Australia, compared with the previous corresponding period.