This purpose will be deeply rooted in all touchpoints and commercial initiatives to take Pandora back to its core DNA of personal expression and collecting. Therefore Pandora is going back to what made it so successful in the first place, but with the following refreshed company purpose: “We give a voice to people’s loves – Passions, People & Places”. All the brand’s consumer studies confirm that collecting jewellery continues to be highly relevant for today’s modern woman but these four issues have led Pandora’s core proposition and brand relevance to drift and gradually weaken among consumers.
The company’s transformation programme, Programme NOW, identified four key issues: a blurred brand experience weak initiatives on charms collecting over push and executional inconsistency. Research revealed the Pandora customer is not characterised by age, income-bracket or other generic metrics, but rather a desire to emotionally connect with a jewellery product and express emotions for passions, places and people through their purchases. Pandora prepared the foundation of the brand relaunch through in-depth consumer demand research in the jewellery space combined with analysis and learnings based on the history of the company.