Pandora launched new collections at a VIP party in Melbourne.
Pandora launches new season collections
By Coleby Nicholson
Pandora Jewellery has commenced a global launch of two new collections by hosting a fashion parade and cocktail party for retail stockists and VIP customers.
Pandora Australia has begun a series of travelling roadshows to launch its Spring and Christmas collections to retail stockists as well as aiming to strengthen relationships with its trade partners.
The national events also include a cocktail party fashion parade where Pandora VIP consumer customers are invited.
The new collections are called A Day’s Tale and Night Time Fable and have two release dates. A Day’s Tale is a Spring/Summer range launched in September and Night Time Fable is set for a November release in time for Christmas.
According to Pandora Australia president, David Allen, the new designs include some innovations with pave setting and enamel. “The November launch is specifically designed for Christmas so it’s very commercial and is designed to offer something fresh and new for our customers during the Christmas trading period,” Allen explained.
The roadshow, which commenced in Melbourne last week, will travel to each capital city and conclude in Auckland, New Zealand.
“It’s a chance to provide our retail partners with updates and share knowledge, while the night time fashion parade is designed to showcase the range. The after hours fashion show allows store staff who can’t attend during the day to see the new range,” Allen explained.
Although essentially a trade event, the national roadshows are also designed to connect with consumers. “Our concept stores as well as our multi-brand partners attend and all stores are given the opportunity to invite their VIP customers,” Allen said. “We’ve got wonderful feedback from the customers in Melbourne about being given the opportunity to be included in the fashion parade. They were very chuffed.”
The catwalk fashion parade was held at the Intercontinental Rialto in Melbourne last Wednesday with over 200 people attending, and the second event is in Brisbane tonight followed by the Sydney event tomorrow night. The Pandora launch then travels to Adelaide on Monday August 13 and finishes in Australia in Perth on Wednesday August 15.
The New Zealand launch takes place at the Langham Hotel in Auckland on Wednesday August 22. All events are replicated with catwalk style fashion parades and VIP customers in attendance.
Allen said that the day starts with an opening presentation and includes various workshops throughout the day before concluding with a cocktail party where store staff and their customers mingle.
“The day started with an opening presentation by me, which as the new president was my first opportunity to speak to my [retail] customers in an open forum. Then there are a number of workshops throughout the day, covering marketing, watches, sales training and after-sales service workshops”, Allen said.
“The series of workshops are designed to keep our partners up to date, and to teach and educate our stockists about some of the new things we’re doing. The roadshow is structured to involve all of our multi-brand and concept store partners, and the message that we’re trying to get across is that we’re not concentrating more on one than the other. It’s a real balanced approach,” he added.
The high-profile brand has undergone structural change over the past 12 months, having had two rounds of account closures, and the travelling presentation is designed to strengthen relationships with existing stockists.
“The question I asked myself when our partners [retail stockists] are driving home after work is, ‘What are they thinking and feeling about Pandora?’ And the major feedback that I’m getting is that they are an important part of the business and that Pandora is a combination of multi-branded stores and concept stores and both are as equally important as the other,” Allen said.
He added, “We want all of our partners to feel like they’re part of the Pandora team and if we don’t have a good relationship with all of our partners who sell Pandora, we can’t have a relationship with our consumers, the people who buy Pandora.”
NEW RANGES PREVIEW
Posted August 07, 2012