The jewellery maker plans to bring in celebrities and digital media ‘influencers’ in a bid to boost sales
A sign outside a Pandora store in Paris, France. Picture: REUTERS/BENOIT TESSIER
Pandora, best known for its customisable silver charm bracelets, is struggling to regain its edge as new jewellery lines have failed to entice shoppers. The firm will double marketing investments in Italy, the UK and China and bring in celebrities and digital media “influencers” in a bid to boost sales.
Fewer promotions also hit sales in the quarter, but this is part of the firm’s broader strategy to revive the brand as it has acknowledged that the level of discounts had been too high.
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