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, Minkow noted that nostalgia alone won’t help the brand make a proper comeback.
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