The company’s turnaround strategy, initiated by new CEO Alexander Lacik, commenced on 28 August with a celebrity- and media-focused outdoor party in Los Angeles. It was themed ‘Streets of Love’ to reflect the new Pandora ‘mission statement’, “We give a voice to people’s loves: passions, people and places”.
The DowntownLA event space was painted pink – the company’s new ‘signature colour’ – for the celebration and included sculptures by female street artist C.Finley. The new, softer Pandora logo also debuted at the event, alongside the autumn 2019 collection.
Emphasising the brand’s efforts to recapture the attention of younger consumers, six celebrity spokeswomen were announced, joining Stranger Things star Millie Bobby Brown who has signed on to promote Pandora for the next two years.
The women – who have been dubbed the ‘Pandora Muses’ – are: Game Of Thrones actress Nathalie Emmanuel, model Halima Aden, dancer Larsen Thompson, artist Tasya van Ree, writer and photographer Margaret Zhang and model Georgia May Jagger, who was previously the celebrity face of Thomas Sabo.
While the Pandora website says the group reflect the company’s values of “diversity and inclusivity” as well as “social responsibility and female empowerment”; crucially, the six women boast a combined social media reach of more than 9 million followers and have already begun promoting the brand online.
In the lead up to Christmas, Pandora is also targeting the youth market with Harry Potter and Disney collections.
A charitable cause
On 5 September, Pandora confirmed a three-year partnership with UNICEF, the United Nations’ Children’s Fund, to support child survival, education and protection initiatives.
Lacik said in a statement, “Together with UNICEF we wish to give a voice to the next generation and support their education and empowerment. Millions of children, especially girls, never attend school.
“Millions more never complete their education. And many struggle to exercise their fundamental right to be themselves and fulfil their potential. We would like to play our part in addressing these societal challenges.”
A special edition collection of jewellery will launch on 20 November – World Children’s Day – with all profits going to UNICEF. The pieces will only be available through Pandora stores and the Pandora website.
Previously, the company announced plans to trim its product line by 30 per cent and continue its stock buyback from retailers.
WATCH videos of rebranding
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