Andrew Willis: Did you know that Pandora’s little charm bracelets account for more than 9% of the entire global wristwear market? At least, that’s what we estimate after seeing the Danish jeweler’s 2020 numbers.
Call it a fad or a lasting fashion, but bracelets – specifically from Pandora – have a very loyal fan base. Equity analyst Jelena Sokolova points out that around 70% of the company’s business is from repeat buying…
And the kicker is that 60% of the company’s revenue comes from gifting! Which means you have a consumer base that’s enthusiastic and comfortable enough about a product to share it!
This loyalty, alongside a new marketing approach, will contribute to a strong recovery in sales in 2021. Which brings us to the brilliance of Pandora’s new brand positioning. By focusing more on aspects of its jewelry that makes it special - while maintaining design elements that are easily recognizable – Pandora’s moving from fashion towards personal expression.
It aims to reopen with an approach that’s more emotional and gifting-oriented – with a strong bet that we’ll be looking to make the years post-pandemic more meaningful.
For Morningstar, I’m Andrew Willis.
Editor's Note: All images are courtesy of Unsplash.com and AP Images.