Behind Vera Bradley’s brand turnaround strategy to reach Gen Z
Inside Retail
NOVEMBER 13, 2024
In the mid-2010s, Vera Bradley’s once popular floral patterns were giving “coastal grandma”, a style aesthetic that blew up on TikTok in 2022 and has become chic with younger shoppers. We are prudently planning the second half through a more conservative lens, as we expect the trends we’ve seen in both brands to continue.
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