PANDORA's Magic

PANDORA is an international fashion jewellry brand from Denmark in 1982 and it has over 10,000 retailers across the globe by now.  PANDORA‘s eStore is available as well.  After I have been in UK for several months, I found PANDORA is very popular feminine jewellery brand in UK among different women who cover almost all ages from different countries and I am also love PANDORA in no time.  Then, what is actually the magic power of the brand like its name PANDORA that is the same as a greek mythology?

The magic of PANDORA reflects in its strong brand loyalty from PANDORA fans.  The brand achieves through the high quality and unique designs in Italy which ensure that PANDORA wins the brand awareness in marketing.  ‘In 2015, there will have over 375 PANDORA concept stores’ that had been showed by company’s 2012 financial reports.  This marketing strategy of opening more concept stores which aims to build PANDORA brand image.  Therefore, they pay more attention to visual effects of designing showcase in order to attract target consumers in sensory way and encourage them to reduce the decision-making stages and consume as soon as possible.  Because of the fast fashion trends, the lower price than traditional jewelry brand, relaxed and friendly consumer services in stores make the decision making easier and strengthen the trust for management.  PANDORA is benefit form this kind of fast fashion,  in this style of strategy, there have quick renewal on products, then it is easy to make consumer believe there is perceived risk so that there will have highly product involvement in thier decision-making process.  PANDORA has more than 1000 kinds of hand-made jewelry which can satisfy the personal expression.  Brand can express personality (Solomon).  For example, there is a series in PANDORA called ESSENCE BRACELET that using the special essence collection which can express inspiration or wishes through PALNDORA.  I bought one that charms have the meanings present ‘love’, ‘positive’ and ‘wisdom’.  I love the values behind them which show the self-concept.  PANDORA is seems to have special offerings can be found for every occasion whatever for gifts, express personal style for ourselves or celebrating life’s previous moments.  Every season or festival, PANDORA will promote new serious such as the spring 2016 collection or for CHRISTMAS that related to the cultural value in ritual way that covers on grooming,gift-giving and holiday.   some research shows that 89% perople will use same band and 3/4 show dispointed when thier brand choice isn't available.(solomon) In the decision-making theory, it also states that consumers often rely upon 'rules of thumb' or cues in the environment to make future decision.  As gifts with free collection and unique design can stimulate emotions reactions from consumers and even ideal –self thinking brought from PANDORA which can create memorable brand experiences from sensory to the intellectual.  It is very significance for the decision-making trends to affective not just cognitive based on emotion rather than just rational.  As you can image, when every charms you brought or got belong commemorative value, they seem all to have stories which related to you, PANDORA is a brand present you in your life.  Then, loyalties were built in a magic way!  http://www.pandora.net/en-gb/explore/inspiration/whychoosepandora