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Pandora Relaunches to Attract Younger Audience

Sep 1, 2019 8:53 AM   By Rapaport News
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Pandora unveiled its new branding at an event in Los Angeles last week, with the launch ranking as the largest marketing investment in the company’s history, it noted.

Approximately 400 international guests attended the Danish jeweler’s VIP Streets of Love event last week, including Australian model Shanina Shaik and Italian actress and singer Elisabetta Canalis. The pink décor at the party, Pandora’s new signature color, also represents the retailer’s new focus on empowering women. The company hopes the new look and feel will help it target a younger market.

“Pandora recently partnered with Millie Bobby Brown…to specifically support the launch in October of Pandora Me, a new collection developed with a younger audience in mind,” the company said. “Later in the year, Pandora will launch products in collaboration with Harry Potter and Frozen II.”

The company hopes its new purpose, which, it said, gave “a voice to people’s loves — passions, people and places,” will increase sales. The jeweler has struggled with falling sales and profit for more than a year, cutting over 1,200 jobs, and leading to the resignation of its CEO and chairman. Last month the company reported a 2.6% drop in global sales to DKK 4.69 billion ($697.2 million in the second quarter, while profit plunged 50% to DKK 526 million ($78.1 million).

Pandora has also tapped into social media, forming long-term partnerships with six well-known global influencers, who it feels will connect with the company’s core audience. Nathalie Emmanuel is an English actress and Instagram influencer with more than 5.5 million followers, while Georgia May Jagger, the daughter of Rolling Stones musician Mick Jagger, is an English fashion model and designer. Halima Aden, an American fashion model and the first woman to wear a hijab in the Miss Minnesota USA pageant, has nearly 1 million Instagram followers. Pandora has also signed 18-year-old US actress Larsen Thompson, Sydney-born photographer and director Margaret Zhang, and American artist and photographer Tasya van Ree.

Image: From left to right: Nathalie Emmanuel, Halima Aden, Larsen Thompson, Tasya Van Ree, Margaret Zhang and Georgia May Jagger. (Pandora)
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Tags: Alexander Lacik, Elisabetta Canalis, Frozen II, Georgia May Jagger, Halima Aden, Harry Potter, Larsen Thompson, Margaret Zhang, Mick Jagger, Millie Bobby Brown, Nathalie Emmanuel, Pandora, Rapaport News, Shanina Shaik, Streets of Love, Tasya van Ree
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