Birth of brand Pandora
Enviado por Danial V. Mendenhall
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Birth of brand Pandora 31-October-2017 07:32 |
Registrado: 6 años antes Mensajes: 3 |
The success of Pandora Jewelry has largely been an enigma; but many credit the company for pioneering a brand revolution in the Australian jewellery industry. COLEBY NICHOLSON meets the man behind the tiny little Pandora Charms that became a worldwide phenomenon.
Many people, including marketers, do not understand branding. More than a logo, label or trademark, brands instil a feeling in consumers, making an indelible impression upon users so passionate that the emotion of the product transcends the product itself. But brand recognition from one market does not transfer automatically to another. Therefore, a brand can be hugely successful in one country and not another. In fact, a deeply entrenched brand in one country, often has to start over as "just another product" when it enters a new market. It must then work hard to gain brand status.
Believe it or not, there was a time when nobody knew Pandora Jewelry. That time was only four years ago. Ask Pandora founder Per Enevoldsen if he ever thought the business he started in Copenhagen in 1979 would become a worldwide phenomenon and he laughs.
"At no stage did I ever dream Pandora UK would become what it has," he says. "One of the reasons is that we have always been too busy concentrating on new designs and product quality, that the success sneaks-up on you."
If you call doubling sales every year since 2000 a sneak-up, then that's exactly what Pandora did. From a modest turnover of around $US4.5 million in 2000, retail sales have grown to over $US500 million in 2007.
One's first impression of Enevoldsen is that he's not flamboyant by any means, quickly apologising for his "poor English" even if there is no need to do so. As any production-minded person would be, he is matter-of-fact in explaining everything.
The business started in 1979, when Enevoldsen had a small jewellery shop in Copenhagen. Then a goldsmith, he began importing jewellery from Thailand in 1982. Along the way, he began arranging for his own designs to be made.
After various attempts at managing production from afar, and with sales steadily increasing, Enevoldsen decided to establish his own manufacturing facilities in Bangkok.
In 1989, he moved to Thailand with his wife Winnie and set-up a small manufacturing facility in Bangkok, employing 10 people.
Ten years later, the business' first charm Pandora Bracelet UK appeared. Still, this wasn't the Pandora everyone knows today. For starters, it didn't yet have the Pandora name.
http://www.jacejewelry.uk.com/
Many people, including marketers, do not understand branding. More than a logo, label or trademark, brands instil a feeling in consumers, making an indelible impression upon users so passionate that the emotion of the product transcends the product itself. But brand recognition from one market does not transfer automatically to another. Therefore, a brand can be hugely successful in one country and not another. In fact, a deeply entrenched brand in one country, often has to start over as "just another product" when it enters a new market. It must then work hard to gain brand status.
Believe it or not, there was a time when nobody knew Pandora Jewelry. That time was only four years ago. Ask Pandora founder Per Enevoldsen if he ever thought the business he started in Copenhagen in 1979 would become a worldwide phenomenon and he laughs.
"At no stage did I ever dream Pandora UK would become what it has," he says. "One of the reasons is that we have always been too busy concentrating on new designs and product quality, that the success sneaks-up on you."
If you call doubling sales every year since 2000 a sneak-up, then that's exactly what Pandora did. From a modest turnover of around $US4.5 million in 2000, retail sales have grown to over $US500 million in 2007.
One's first impression of Enevoldsen is that he's not flamboyant by any means, quickly apologising for his "poor English" even if there is no need to do so. As any production-minded person would be, he is matter-of-fact in explaining everything.
The business started in 1979, when Enevoldsen had a small jewellery shop in Copenhagen. Then a goldsmith, he began importing jewellery from Thailand in 1982. Along the way, he began arranging for his own designs to be made.
After various attempts at managing production from afar, and with sales steadily increasing, Enevoldsen decided to establish his own manufacturing facilities in Bangkok.
In 1989, he moved to Thailand with his wife Winnie and set-up a small manufacturing facility in Bangkok, employing 10 people.
Ten years later, the business' first charm Pandora Bracelet UK appeared. Still, this wasn't the Pandora everyone knows today. For starters, it didn't yet have the Pandora name.
http://www.jacejewelry.uk.com/
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