Business
It’s a New Day: Vera Bradley Announces Brand Transformation as it Modernizes For Today’s Customer
Vera Bradley Unveils Elevated Products, New Retail Experience, and Partnership with Actress, Musician & Entrepreneur Zooey Deschanel FORT WAYNE, Ind., July
About this update from Vera Bradley, Inc.
[{"type":"text","content":"Vera Bradley Unveils Elevated Products, New Retail Experience, and Partnership with Actress, Musician & Entrepreneur Zooey Deschanel\nFORT WAYNE, Ind., July 11, 2024 (GLOBE NEWSWIRE) -- Vera Bradley, Inc. (Nasdaq: VRA) (the “Company”) and its iconic American bag, luggage, and lifestyle brand, Vera Bradley, today unveiled a full transformation aimed at reinvigorating the business and restoring brand relevance – featuring a new logo, in-store renovations, an optimized website experience, and updated digital channel presence – as well as a new, elevated product line that celebrates customers’ unique sense of style and encourages self-expression. The new product assortment, available to shop now, features elevated fabrics and performance materials, such as cotton gabardine, oxford canvas, and genuine full grain leather, and includes an expansion of modernized silhouettes. The new styles have been elegantly redesigned while honoring the heritage and elements that have classically defined Vera Bradley. As part of its refresh and elevated marketing strategy, Vera Bradley has enlisted actress, musician, and entrepreneur Zooey Deschanel to serve as the face of the brand’s fall creative campaign, which will span across billboards, print, and digital platforms. Deschanel hand-selected her favorite items, including the Astoria Shoulder Bag, Springbrook Sling Crossbody, and Miramar Weekender, for the campaign, which emphasizes how Vera Bradley is designed for modern movement, fashion, and function, and inspires customers to be their own muse. “I love what the Vera Bradley brand stands for – uplifting women and helping them express themselves. Plus, all of the patterns and colors make the brand fun to wear,” said Zooey Deschanel. “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.” In addition to expanding its handbag selection with new fabrications and silhouettes, the brand is making enhancements to some of its best-selling styles, such as duffels and backpacks, to modernize them in shape, fabric, and color. Customers will also be able to further personalize each style and curate their own look for each occasion by mixing and matching a wide assortment of accessories including bag charms, keyc...