Vera Bradley Undergoes e-Commerce and Marketing Reinvigoration as Part of ‘Project Restoration’
Bag and luggage brand Vera Bradley is updating its e-commerce presence and overhauling marketing as part of a "Project Restoration" rebranding to reinvigorate the business and restore brand relevance.
The company’s website and social channels have received design updates, including a new logo, with a recent Instagram post touting “a new, inspiring era of self-expression.” Also, its e-commerce experience will be more customer-focused, featuring additional personalized experiences and storytelling elements.
During last month’s call with investors, CEO Jackie Ardrey said the change is about making the brand more modern and appealing instead of changing what’s made it unique and distinctive over its 40 years.
More Rebrand Details
- The brand will expand its full-line store footprint and elevate the in-store experience.
- Three new stores are being added in 2024, making updates to differentiate them from outlet stores.
- Vera Bradley is modernizing its best-selling styles.
- The company introduced a new line of handbags featuring new fabrics and silhouettes.
- Zooey Deschanel has signed on as the face of the creative campaign.
A Consumer-Focused Journey
The efforts are part of a multi-year customer-focused growth plan, Ardrey said during the call. As part of the refreshed brand vision, Vera Bradley will focus on new marketing investments to acquire new customers with the right media mix supported by upgrades it has made to its customer data platform over the last few years.
“Our initiatives will include more creative campaigns, enhanced digital reach, increased public relations, and innovative store efforts to drive interest and gain new customers,” said Ardrey. “We are continuing to shift our focus from channel-specific customer acquisition to a multi-channel perspective for increased media effectiveness.”
Related: Learn how Vera Bradley is expediting its merchandising decision-making.
Additionally, promotions will pivot from a discounting focus to brand amplification with targeted customer-level acquisition offers, strategic incentives, and inventory management initiatives to help stand up more slow-moving SKUs.
CMO Alison Hiat said every element of the rebrand was carefully debated and the company’s goal is to give consumers a fresh take on the brand but also bring back customers who at one point owned a Vera Bradley bag.
“We are strategically marketing our distinctive and unique position as a beloved brand that connects with our core customer on a deep, emotional level,” said Hiatt.
Facing Consumer Spending Hesitancy
The company’s first-quarter results this year are indicative of a need to spur interest among cautious consumers. The company is seeing reduced visits and spending across all household incomes and channels, particularly in the under $75,000 households, which typically provide high penetration in its outlet business. Net revenues in fiscal 2024 were $470.8 million compared to $500 million in fiscal 2023.
According to Ardrey, “Consumers continue to be more discriminating with their discretionary spending in light of the macroeconomic environment.” Project Restoration, she says, should drive long-term profitable growth by addressing the consumer, brand, product, and channel components to build on a foundation of strong business discipline, a robust tech platform, a strong balance sheet, and an engaged team.
Also read: Vera Bradley's responsible sourcing is being powered by AI
Vera Bradley, Inc. operates two lifestyle brands: Vera Bradley and Pura Vida. The initial company was founded in 1982, and in 2019 it acquired a 75% interest in Pura Vida, based in La Jolla, California.
