Vera Bradley Has Its Eye On Millennials

The company is increasing its efforts to attract millennial shoppers.

Vera Bradley products are quite a familiar sight on the campuses of high schools and colleges across the nation, but the company known for its handbags and backpacks is hoping to make headway with another demographic. According to Washington Post, the company is increasing its efforts to attract millennial shoppers. 

The company plans to launch a massive marketing effort in a bid to get back in the minds of millennial shoppers. Additionally, Vera Bradley plans to redesign some of its stores and even overhaul some of its products - all as a means of making some headway in this sought after demographic.  

“We lost sight of what she needed in her world,” shared Vera Bradley’s chief marketing officer Theresa Palermo, in response to a question on why it’s products are not resonating with women on the age range of 25- to 35-years-old. 

Part of that could be due to the company’s core offerings. While its vibrant prints and cotton bags are a big hit with the younger crowd, those products may not offer the desired look for women that are entering the professional phase of their lives. To that end, the company will add more leather and microfiber handbags, as well as exciting features such as phone-charging capabilities. 



Similar to many brands in the world of retail, Vera Bradley has suffered through a declining period of sales. Last year, that translated into a drop of over 10% in same-store sales, but the decline is hovering at around 6% so far this year. The declines for the retailer are not brand specific, as malls across the country have seen some declines in foot traffic, and that’s affected the retail industry as a whole. 

Vera Bradley is not sitting by idly and waiting for the tide to turn. The retailer is planning an aggressive marketing blitz that will range across both print and newer mediums such as Pandora, Hulu and Spotify. Additionally, the company plans to release some videos that help to deliver the brand message as a whole as opposed to simply just selling its offerings. The company is also planning to roll out a new logo, and that will start to be unveiled with the round of stores that are due for redesigns this fall.