Pandora: fast-fashion or 'category killer'?

The book "Pandora: fast-fashion or 'category killer'?" offers a comprehensive analysis of the marketing strategies of Pandora, a leading company in the jewelry industry that focuses on young consumers. It highlights the importance of fashion awareness and social belonging for this target group and examines how pricing strategies and innovative designs contribute to brand attractiveness. The authors, Dan-Cristian Dabija, Cristina Maria Balgaradean, and Anca Bucuta, analyze the various elements that make Pandora a successful player in international markets. These include the constant renewal of collections, a strong emphasis on online promotion, and friendly customer service. The book is aimed at professionals and students interested in marketing strategies and consumer behavior.