Pandora: fast-fashion or "category killer"? : Analysis of the assortment and price strategy

ISBN-13: 9783330023833 / Angielski / Miękka / 2017 / 64 str.

Cristina Maria Balgaradean; Anca Bucuta; Dan-Cristian Dabija

Opis

An important feature of young consumers is their desire to be fashionable and keep up with friends and trends in society. In this way they can individualize themselves, feel unique and prove their belonging to a particular social group. Their physical appearance intimated by the way they dress and the accessories they wear plays an important role. For modern consumers, price is most often the leading factor in choosing the most suited dress or jewelry as they attempt to find the fanciest clothes, jewelry and accessories at the most affordable price. The present study highlights the assortment and price strategy of Pandora, a global player in the jewelry industry, which is focusing mainly on young consumers. The novel design, the permanently renewed collections, the innovations, the focus on online promotion, as well as very friendly personnel are key elements by which this "category killer" becomes very successful on various international markets. The company pursues an effective targeting strategy addressed to younger consumers, enhancing its competitive advantage and gaining attractiveness and awareness among its customers.

O autorze

Dan-Cristian Dabija, PhD, is Associate Professor at the Department of Marketing, Faculty of Economics and Business Administration, Babe -Bolyai University, Romania. His teaching and research fields are retailing, international marketing, consumer behaviour and tourism marketing.