Pandora launches new campaign, restructures distribution and production
04/05/2017

Pandora's new DO campaign encourages women to be true to themselves and take positive action
 

Pandora has launched its new global brand campaign, DO, which aims to inspire women to be true to themselves and what they believe in.
 
Encompassing dynamic activations across multiple platforms, the DO campaign features inspiring female personalities around the world. Mentoring young women, pursuing humanitarian work or leading a business, the energetic women introduced in the new campaign embody what DO is all about – doing what you feel is worthwhile, aided by the confidence found through a unique Pandora style, the company says.
 
"Pandora is a brand rooted in transparency for more than 30 years, offering authenticity and dedication in our actions for bettering ourselves and others. The DO campaign and our new collections celebrate and bring this ethos to the forefront, ensuring that together, we are doing what is true to us," explains Minna Philipson, senior vice president and chief marketing officer of Pandora.
 
 
 
Pandora's DO campaign was rolled out together with the brand's Spring/Summer 2017 collection
 
 
With the assurance that Pandora reflects shared ideals of social and environmental responsibility, like-minded women will find motivation in DO to validate their beliefs, the company notes. The campaign hopes to inspire a new strength and determination in women to be honest about who they are and what life means to them.
 
Pandora jewellery enables women to express their style, celebrate their life and relive a feeling. "Spring/Summer 2017 products are bright, versatile and strong – like women. Each piece stands for something positive that women can admire and believe in, in terms of roots, actions and aesthetics. What they choose says something about them," says Stephen Fairchild, Pandora's senior vice president and chief creative officer.
 
The campaign was launched alongside Pandora's new collection for Spring/Summer 2017. The collection consists of four parts: Spring, Mother’s Day, Summer and High Summer. It consists of 164 new pieces of jewellery including 26 charms with motifs inspired by popular Disney characters.


Distribution developments

Pandora has also made its debut in one of the world’s largest jewellery markets with the opening of its first concept store in India last month.
 
The new concept store is located in the Mall of India, in Delhi's Noida district. It is the first of around 50 to open in India over a three-year period with an initial focus on Delhi, Mumbai and Bangalore, under a distribution agreement with Pan India Charms & Jewellery Pvt Ltd. Around five stores are scheduled to open in 2017.
 
Silver rings from Pandora's Spring 2017 collection
 
 
The last few months have also seen significant changes in Pandora's distribution network in line with the company’s intention to increase its owned-and-operated retail footprint.
 
In February, the company signed an agreement with Scandinavian Brand House (SBH) to acquire its Pandora store network in South Africa, Mauritius, Namibia, Zambia, Zimbabwe and Reunion on July 3 when SBH’s distribution rights to Pandora jewellery in the Sub-Saharan region expire. Pandora has been available in these African countries since 2009. With the agreement, the company takes over 16 Pandora owned concept stores and 18 Pandora owned shop-in-shops in South Africa as well as 19 franchisee concept stores in the region and a number of multi-branded stores.

The company has also taken over distribution in Belgium and Luxembourg. Last December, it signed an agreement with Gielen Trading to acquire its Pandora store network in the two countries on June 30, 2017. This gives the company an additional 13 Pandora owned concept stores and three shop-in-shops located in the two countries. Pandora jewellery is currently available in 25 concept stores, 29 shop-in-shops and around 100 multi-branded stores in Belgium and Luxembourg.
 
 
Production expansion

Pandora has also recently opened its new state-of-the-art crafting facility in Thailand. Located some 800k north of Bangkok in Lamphun, close to Chiang Mai, the new facility is introducing new ways of combining effectiveness with Pandora's craftsmanship requirements. It will eventually employ up to 5,000 people.
 
 


Officials including Pandora president and CEO Anders Colding Friis (second from left)
at the opening of Pandora's new crafting facility in Lamphun, Thailand

 
 
"The site in Lamphun is only the first in a line of strategic initiatives. Over the next years, we will expand production capacity at our current site in Bangkok further, investing a total of DKK 1.8 billion (around US$264.3 million) from 2015 to 2019," says Pandora president and CEO Anders Colding Friis.

Due to its innovative design, the new facility can facilitate an even more complex production setup, allowing the company to expand its product range and improve lead time.
 
 
 
Pandora's new crafting facility in Lamphun, Thailand
 
 
"Our consumer’s increasing demand and expectations on improved flexibility are met by our new facility in Lamphun, where craftsmanship walks hand in hand with highly effective LEAN-oriented production principles creating a state-of-the-art production system," notes senior vice president Thomas Touborg, who is responsible for production.
 

 


Tag: Pandora | Thailand

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