World Shiner
advertisement
World Shiner
advertisement
World Shiner
advertisement
Goto your account
Search Stories by: 
and/or
 

News

Articles from FASHION JEWELLERY (278 Articles)











The re-positioning strategy includes a new name, logo and marketing campaign.
The re-positioning strategy includes a new name, logo and marketing campaign.

Dansk Smykkekunst re-brands as Dansk Copenhagen

Danish jewellery brand Dansk Smykkekunst has undergone a brand re-position, which includes its name being changed to Dansk Copenhagen, as part of a broader international strategy.
Rachael Abbott, Time Supply
Rachael Abbott, Time Supply
"The stylish new logo also gives a better representation of the unique and edgy jewellery designs from Dansk"
Rachael Abbott, Timesupply

The Australian distributor of Dansk Copenhagen is Timesupply. Rachael Abbott, manager of marketing and merchandise planning Timesupply, explained, “The name change from Dansk Smykkekunst to Dansk Copenhagen has simplified the brand recognition and makes it easy to identify it as a brand designed in Denmark.”

She added, “The new name will make it easier for retailers who struggled with the pronunciation, although it will continue to be fondly known as ‘Dansk’.”

The business, which was founded in 1971, also has a new logo and a marketing campaign based on the concepts of ‘sophistication, ambition, bravery and edge’.

The new direction was designed to “also attract a younger market with an eye for style”, Abbott said, confirming its upcoming jewellery collections will reflect this change.

“The collections will remain true to the Danish simple and elegant styling, but will have sleeker, more pared back designs in a variety of new finishes. The stylish new logo also gives a better representation of the unique and edgy jewellery designs from Dansk.”

Retailers will receive new signage to use on existing displays, as well as posters, videos and social media support to help promote the new look and name of the brand.

 

WATCH the RE-BRANDing VIDEO

 

NEW CAMPAIGN images





 

 

More reading:
Quick, smart: fast-moving fashion jewellery
Navigating the branded jewellery landscape
 











enewsletter banner 2
advertisement





Your Say

No comments added yet...

You must be registered and logged in to leave comments. Sign Up!




Thursday, 04 June, 2020 11:12am
login to my account
Username: Password:
Skyscraper 2
advertisement
Display 1
advertisement
Vital Diamonds International
advertisement
© 2020 Befindan Media