Case Study of Pandora, a Light Luxury Jewellery Brand

DOI

10.2991/aebmr.k.220307.299How to use a DOI?

Keywords

Pandora; Light Luxury; Jewelry; Fashion

Abstract

Pandora’s main products include beadings, bracelets, necklaces and earrings. It was founded in Copenhagen in 1982 by Danish goldsmith Per Enevoldsen and his wife Winnie. In 1987, the factory was established in Thailand. In 1989, designer Lisbethlarsen joined and designed iconic beaded products. In 2020, the company has 7728 sales outlets around the world, and the net profit attributable to operating income is 22.8 billion / 50.5 billion Danish kroner; the CAGR of net profit attributable to operating income from 2009 to 2020 is +233%/+20.1%. The company’s core model is fashion, light luxury, emotional interaction, and efficient turnover.

The development history of Pandora has brought us a series of operational notices in the luxury jewelry industry. In mature markets such as gold and silver jewelry, cosmetics, and clothing, the new brand is mainly used to differentiate in design, concept, technology, and composition. The market, its channel selection, expansion speed, etc. need to match its positioning and business model. The positioning of high-end and luxury products emphasizes scarcity, dignity, and experience. This experience of Pandora is of great research significance, and this case analysis has a guiding effect on the commercial operations of other brands.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Xintong HU
PY  - 2022
DA  - 2022/03/26
TI  - Case Study of Pandora, a Light Luxury Jewellery Brand
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 1818
EP  - 1822
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.299
DO  - 10.2991/aebmr.k.220307.299
ID  - HU2022
ER  -