Behind Vera Bradley’s brand turnaround strategy to reach Gen Z
Inside Retail
NOVEMBER 13, 2024
Launched by friends Barbara Bradley Baekgaard and Patricia R Miller in Fort Wayne, Indiana, in 1982, the brand became well known for its wide array of colourfully quilted handbags and accessories. However, Vera Bradley’s growth officer and CMO Alison Hiatt said the brand isn’t out for the count yet. How did Vera Bradley fall off?
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