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Will Customers Find Pandora’s Brand Extension Charming?

Will Customers Find Pandora’s Brand Extension Charming?

Pandora has achieved an enviable position as a dominant jewelry brand. Their name is nearly synonymous with bead-style charm bracelets, priced to appeal to the mid-point buyer who wants to add something nice to their look without going into serious debt.

[Tweet “Pandora extends their brand with “The Art of You” campaign. “]

Now Pandora is ready to go beyond the bracelet. A new campaign, “The Art of You”, just launched last week in both American and Canadian markets. Customers are being presented with a newly expanded range of Pandora products, including rings, earrings, necklaces and pendants. Some of these products, particularly the rings, have been available through partner retailers for some time, while other looks are completely new.

There are two points about this campaign that are especially of interest to the jewelry brand. The first is the multi-channel nature of the roll out. In addition to website content, Pandora has made use of TV, print, and social media to connect with their customers. No matter which platform you encounter “The Art of You” campaign on, you’ll find the content to be consistent with that presented on other platforms: in other words, the TV ad looks & sounds like social media content, which looks like what you’ll find on the Pandora website and in print advertising.

We are also seeing Pandora move into direct online sales for the first time in the US. These sales are being made in addition to those currently available through partnership agreements with 39 top-end retailers such as Nordstrom’s and Bloomingdales. While this is a move Pandora has already made in seven other countries (all in Europe) it is at this time unknown how American retailers will feel about this new direction.

How will customers respond to the brand extension? Some industry watchers feel that Pandora’s ubiquitous bead charm bracelet has peaked as a phenomenon, and that customers are ready for more from the brand. Last year, non-bracelet sales for Pandora, particularly of stackable rings, grew at a double digit pace. Others have expressed concerns that in attempting too many different types of jewelry, Pandora will dilute the brand’s considerable appeal.

Growth is always tricky. Brands that want to be on the top have to be willing to take calculated risks, and that’s what we see Pandora doing now. How well will it work? We – and any jewelry designers or brands that hope to be the next Pandora – will be watching!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

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Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

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