Pandora has been named the UK’s most prominent online jewellery and watch brand in 2023 in an industry that has seen visibility and organic growth leap, according to a new wide-ranging report that goes from the mass-market to luxury level.
The mid-priced, high-profile Pandora topped the list of 11 crucial performance indicators in terms of the number of monthly searches. With over 1.8 million brand searches a month and an owned social media score of 46,122, Pandora led the way in overall brand awareness, according to research by Salience Search Marketing.
Swarovski was the second most prominent brand in the digital sector with 301,000 brand searches a month and an owned social score of 27,821, thanks to its 18 million social media followers.
Tiffany was placed third (135,000/38,550), followed by G-Shock (165,000/22,161) with Cartier (110,000/25,098) rounding out the top five.
Pandora also topped the ranking with the biggest growth in year-on-year visibility (+22%) followed by Warren James, Beaverbrooks, Watchclub and Tiffany & Co.
Brands with the biggest decline in year-on-year visibility were headed by H Samuel, Claire’s, Blue Nile, Missoula and Joshua James.
Regarding organic visibility, there has been a 23% increase in overall organic growth within the industry, “demonstrating a growing demand for online jewellery and watch brands”, the report said.
Brett Janes, managing director at Salience Search Marketing, said: “This increase in demand within the industry indicates a successful strategy, with this period crucial for brands to continue amplifying their online presence to gain prominence in the year ahead.
He added: “It’s a shame to see high street retailers including H Samuel and Claire’s facing a decline, however, brands who have seen a drop in searches will need to look at Pandora for inspiration, as the jeweller trumps both as the most prominent brand and in visibility.
“Overall, building a strong following and online presence across multiple channels becomes vital in driving sales and capitalising on the expanding market demand.”
Meanwhile Pandora, the world’s biggest jewellery maker, is aiming for organic revenue growth of 6%-9% in 2024, it said on Wednesday, after strong sales of its silver charms and bracelets drove its share price to more than double since the start of last year.
The company announced a share buyback programme of up to 4 billion Danish crowns (about $577 million) after confirming strong fourth-quarter revenue and earnings.
Pandora, which sells its jewellery in more than 100 countries, has been a rare bright spot among retailers and brands targeting aspirational consumers with affordable luxury items. Reuters
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