used to release new collections twice a year, but in 2013, the company began debuting new jewelry seven times a year, with collections spaced less than two months apart. Bloomberg speculated that the company was taking a cue from fast fashion retailer Zara, which rolls out new product every two weeks.
The newPANDORA Charms bracelet, a flexible mesh-style bracelet meant to match with clip-on interchangeable charms created specifically for the bracelet, comes in three metals: sterling silver and two proprietary metal tones, Pandora Rose and Pandora Shine.
The other tactic it's employing in an effort to become "the world's most loved jewelry brand" is thinking beyond the charm bracelet. About a year ago, Pandora started heavily pushing rings, a category it sold for years but was never a top performer. It debuted a campaign promoting its ring collection in April of last year and also rolled out an in-store concept in select locations called the "ring bar," where customers are encouraged to pick out several rings and stack them on one finger. The effort has been somewhat of a success so far; rings now account for 12 percent of its revenue, up from 7 percent in 2014.PANDORA Charms
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