Iconic American bag, luggage and lifestyle label Vera Bradley has undergone a brand transformation to reinvigorate the business and restore its relevance. It now features a new logo, in-store renovations, optimized website, and an updated digital channel presence. Vera Bradley also boasts a new elevated product line that celebrates customers’ unique sense of style and self-expression.
The brand partnered with Zooey Deschanel, an actress, musician, and entrepreneur, for the fall creative campaign. She picked her favorite items, including the Astoria Shoulder Bag, Springbrook Sling Crossbody, and Miramar Weekender, highlighting how Vera Bradley is designed for modern movement, fashion and function. It inspires customers to be their own muse.
Deschanel said she loves how Vera Bradley stands out for uplifting women and helping them express themselves. “All of the patterns and colors make the brand fun to wear. When it comes to bags, I choose options that reflect my own style but are also functional for everything I need to do in a day. This new collection has a bag to match every mood, activity, and outfit.”
Jacqueline Ardrey, President & CEO of Vera Bradley, said the company made the strategic decision to pivot priorities after months of analyzing the business, competitors, customers, and industry trends. “This next chapter focuses on meeting the needs of today’s dynamic women while honoring and celebrating the DNA of our brand that generations of women have looked for more than 40 years.”
Alison Hiatt, Chief Marketing Officer at Vera Bradley, said every element of the transformation was thoughtfully dedicated, discussed, and decided by the team. “We are strategically marketing our distinctive and unique position as a beloved brand that connects with our core customer on a deep, emotional level.”
Vera Bradley has also revamped elements of its retail experience – online and in-store, to provide customers with a new way to shop its selection by curating complementary looks and essentials for all of life’s daily needs. Furthermore, it will expand the Full Line store footprint, with the addition of three stores, and comprehensive updates. Vera Bradley also changed aesthetics across its social media channels.
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