Pandora Relaunches to Attract Younger Audience

RAPAPORT... Pandora unveiled its new branding at an event in Los Angeles last week, with the launch ranking as the largest marketing investment in thecompany's history, it noted. Approximately 400 international guests attended the Danishjeweler's VIP Streets of Love event last week, including Australian modelShanina Shaik and Italian actress and singer Elisabetta Canalis. The pink d?(C)cor atthe party, Pandora's new signature color, also represents the retailer's new focus on empowering women. The company hopes the new look and feelwill help it target a younger market. "Pandora recently partnered with Millie Bobby Brown...tospecifically support the launch in October of Pandora Me, a new collectiondeveloped with a younger audience in mind," the company said. "Later in theyear, Pandora will launch products in collaboration with Harry Potterand Frozen II." The company hopes its new purpose, which, it said, gave "avoice 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-termpartnerships with six well-known global influencers, who it feels will connectwith the company's core audience. Nathalie Emmanuel is an English actress andInstagram influencer with more than 5.5 million followers, while Georgia MayJagger, the daughter of Rolling Stones musician Mick Jagger, is an Englishfashion model and designer. Halima Aden, an American fashion model and thefirst woman to wear a hijab in the Miss Minnesota USA pageant, has nearly 1million Instagram followers. Pandora has also signed 18-year-old US actressLarsen Thompson, Sydney-born photographer and director Margaret Zhang, andAmerican 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)