BUSINESS STRATEGY•13
newpieces in2014. Slow-moving itemswere retired through
sales promotions ondiscontinued items, clearance through
outlets or permanent stockbalancingprogrammes in selected
countries.
Our design teambegins preparations for each launch
a year in advance. Inorder to ensure each launchhas a
modern and innovative feel, our designers keep abreast of the
latest trends –not justwithin jewellery, butwithin all aspects
of consumer behaviour, from fashion and interior design to
cars and IT.This information is then combinedwith sales data
fromour retail insight system to create amoodboard that
sets the scene for the launch.
Once a themehas been settledon – the theme for
Autumn2014, for example,wasMystical Fairytale – the
designwork starts. Eachpieceof jewellery is drawn in3D
at thePANDORA InnovationCentre inThailand, a state-
of-the-art facilitywheredesign and crafting converge.The
centre’s development team creates prototypes of eachpiece
and analyses thenewdesigns inorder to establish themost
efficient craftingprocess.
For each launch,wedevelopa360°marketingand sales
toolkit.The toolkit is designedaroundconsumer touchpoints
andcontains a full rangeofmaterials, fromadvertisements
andPR topoint-of-salematerials and sales training. Prior
toandduringa launch,wealsopromote thenewproducts
throughour digital channels, including socialmedia, the
PANDORAClubandour bloggingnetwork.
Crafting
Developing the right designs requires access to the right
rawmaterials. PANDORA sources high-qualitymaterials
from around the globe.These are crafted intofinished
jewellery at our crafting facilities inGemopolis, just outside
Bangkok,Thailand.The facilities combine standardised and
scalablemodernproduction techniqueswith centuries-
old craftsmanship, and everypiece is hand-finished
by experienced and skilled craftspeople. Collectively,
PANDORAProductionThailand employsmore than
7,900people.
Asweownour crafting facilities,we are able to ensure
a constant supplyof high-qualityproducts to themarket
and to scale theproductionof different pieces upor down,
dependingondemand. In2014,weproduced around91
millionpieces of jewellery, an increaseof 16.5% compared
with2013. Inorder to further expand capacity,we are
looking toopennew facilities inThailand.Detailedplanning
for thiswill begin in2015.
PRODUCTOFFERING IN SEVENANNUAL LAUNCHES
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Christmas
Autumn
High Summer
Spring
Valentine’sDay
Mother’sDay
Pre-Autumn
