A Bagful of Nostalgia: Vera Bradley's Rebrand đź‘ś
Remember the days of packing your Vera Bradley bag for a sleepover in 2011? You know all the girls had one – and a wallet to match. Last year, we indulged in a hot pink summer filled with Barbie everything. This year, we’re seated for Vera Bradley’s comeback with their subtle summer rebrand, accommodating those young girls who are now working women. Let’s dive into what we’re loving about this rebrand!
In an age of quiet luxury and minimalism, they have released a new collection of products that put a modern twist on this household brand (we can’t believe the 2010s are nostalgic now). The familiar eclectic patterns and colors from the Vera Bradley we all knew and loved are now refreshed in a way that accommodates those teen girls who grew up to become sophisticated women. What more could you ask for than patterns and practicality, mixed with a little bit of nostalgia?
Part of their elevated marketing strategy is partnering with America’s Sweetheart, actress Zooey Deschanel. We can totally see Zooey back in the day, showing off her colorful Vera Bradley bag that matched perfectly with her fun personality.
Our favorite part about Vera Bradey’s strategy is they regained their relevance by targeting different audiences for different reasons. They target Boomers by offering a range of floral prints and excellent customer service at their in-store locations, Gen X by delivering practicality and durability in their products and Millennials by providing the convenience of online shopping and encouraging reminiscing about their teenage years.
Their new patterns are even inspiring the next generation as Gen Z is creating TikTok OOTDs that include these beloved bags. In this current era of Coastal Cowgirls and Coastal Grandmas, they’re bringing “it girl” accessories back.
Overall, we think this slight brand refresh is genius! With a loving nod to their original quilted patterns, versatility between fabrics and styles, as well as capitalizing on the airport appeal with their suitcases, Vera Bradley has truly got a handle on modern nostalgia.