“As an example, we have, I think 150 different variations of a heart on a charm. The product range will be reduced by 30 per cent in order to cut manufacturing costs and streamline the offering to consumers. But it all boils down to making sure this brand is more relevant than it has been in the last few years,” he added.Īs part of efforts to revitalise the Pandora brand, the product line will be refocused on collectable and customisable pieces.
We are trying to get off to a strong start, obviously. “We are on proper turnaround journey, which goes well beyond Christmas. So I think we have an exciting future ahead of us, instead of looking too much on the history.
We are just heading into the brand re-launch… where we’ve tried to overhaul all the main touchpoints that consumers have with the brand. Speaking to the Bloomberg Daybreak Europe radio show, Lacik said, “The company has been on a slide for two to three years if you look at underlying performance.
While estimated costs of the restructuring have now increased to DKK2 billion ($AU440 million), Pandora’s share price rebounded by 6.5 per cent to DKK248.30 after the announcement, indicating market confidence that the strategy can reverse its prolonged sales slump. Other key details of Pandora International’s marketing strategy and turnaround initiatives, under new CEO Alexander Lacik, were revealed in the report.
0 kommentar(er)
