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BUSINESS STRATEGY • 17
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Our design and innovation teams begin preparations for
every collection a year in advance. In order to ensure each
launch has a modern and innovative feel, we keep abreast
of the latest trends – not just within jewellery, but within
all aspects of consumer behaviour. This information is
combined with sales data from our retail insight system to
create a mood board that sets the scene for each collection.
Once a theme has been settled on, all three teams work
together to come up with new ideas, test new concepts with
consumer groups and establish the best way to produce the
products.
For each launch, we develop a marketing and sales
toolkit. The toolkit is designed around all consumer
touch points and contains a full range of materials, from
advertisements and PR to point-of-sale materials and sales
training. Prior to and during a launch, we also promote
new products through our digital channels, including social
media, the PANDORA Club and our network of bloggers.
Crafting
Each new piece of jewellery is drawn in 3D at the
PANDORA Innovation Centre in Thailand, a facility where
design and crafting converge. The centre’s development
team creates prototypes of each piece and analyses the
new designs in order to establish the most efficient crafting
process. The pieces are then crafted at our crafting facilities
in Thailand – where we combine standardised, scalable
and modern production techniques with centuries-old
craftsmanship. Every piece is hand-finished by experienced
and skilled craftspeople. In total, PANDORA Production
Thailand employs more than 12,400 people.
PANDORA Production Thailand crafted around 122
million pieces of jewellery in 2016. Around 13% of these
were crafted by carefully selected third-party suppliers in
Thailand, China and Italy.
Due to increasing demand, we are expanding our
production capacity through a number of initiatives. With a
total investment of DKK 1.8 billion, the capacity expansion
programme will potentially double our production capacity
to more than 200 million pieces a year by the end of 2019,
and introduce flow principles to shorten lead times by 50%.
The programme includes building two new crafting
facilities in Thailand – one in Lamphun, near Chiang Mai,
and one in Gemopolis, Bangkok – as well as optimising our
existing crafting facilities in Gemopolis.
The first of these, our Lamphun facility, was completed
in late 2016 and will begin commercial production in early
2017. Built for a maximum of 5,000 employees, the facility
is primarily optimised for rings, earrings and more complex
products. It incorporates flow principles and semi-automated
areas and is LEED (Leadership in Energy and Environmental
Design) certified.
PRODUCT OFFERING IN SEVEN ANNUAL LAUNCHES