My Thoughts on Vera Bradley’s Rebrand

[@Ruby508707]

Thanks so much for taking the time. I’m in the angry camp but I’m starting to soften. Enough to just walk away. I understand the need for change but I dont like the direction and completely eliminating features we love. Feels like a betrayal. I feel like old VB has closed down abruptly with zero transparency and new VB is a new store of no interest. Having been treated this way I’m going with a no contact approach. Thankfully I have a lifetime supply and I’m focusing on enjoying it!

[@angiepayne6104]

I hate the rebrand, and I won't be buying any of the new stuff. Thank you for this video. It was so nice to see you, and your beautiful bag. I will miss all your VB videos.

[@arismyth]

I went to look up a product this morning and was completely shocked at the new site. I went straight to youtube to see if you had a video up and there it was ❤️ As far as I'm concerned, Vera doesn't exist anymore...this is a completely different company with the same name. I'm not angry, just sad. I will treasure the collection I have ❤️

[@sassyjess-zl5oq]

I agree that some change was needed but this just felt so extreme. We needed some new styles for sure but to completely change your whole brand. It doesn’t even feel remotely like the same company. Why not start to slowly incorporate some of these newer options but also keep some of the older styles that have always been part of the brand. I was already not buying much and unfortunately this will probably stop me from buying anything. So sad. Thanks for sharing your thoughts!

[@mellowbirddreamer77]

I'm out too. I'm not buying from this brand anymore.

[@dennissems]

I had no idea 😢 I love VB so much because of the fun prints and quality. ❤

[@debcatman9464]

I’ll be honest, I left Vera Bradley long ago. I still have a couple of pieces, but they’re vintage that are from the very beginning. I worked at a Hallmark in NW Ohio back in the late 90’s and we carried their line. At that time, a lot of younger people thought it was old-lady-ish. Most of the customers for VB were an older demographic. Then they updated the patterns, and became THE THING to have. And I agree…they got to the point where the new releases were coming so quick. There was no momentum built before the releases, whereas before, there was time for a great anticipation, to build desire for the item. Btw, the original Vera totes, only had a button/loop closure. There wasn’t any zipper. They also had a sister line, called Baekgaard, that was leather/patent leather goods. I think you may still be able to find items from that brand. As far as their rebrand, you hit the nail on the head. They’re a business, and to keep bringing profit, you have to modernize and stay with the trends. Your channel popped up on my feed and your headline caught me. Good overview, thanks for the update!

[@spicychai]

Now that’s there’s a rebrand the old Vera will go viral and be trendy again and everyone with have to pay extra for it. I remember growing up I always wanted Vera when all the girls in school had it and I didn’t own a single designer thing. It has a specific vibe and feeling that’s comforting to me. I found a Vera backpack at Plato’s Closet a couple years ago, that’s all I have but I use it all the time and get compliments on it from guys and girls. I went to the movies last week and saw a mom and her teenage daughter both had Vera bags and it made me pull my backpack out and use it because I just love seeing other people wear it.

[@elizabethr4107]

My 13 yr old niece always asks for vera items for her bday and Xmas gifts. I agree. They will still be popular and since they last for decades, it will be on 3rd party sights now

[@sirieck1332]

Thank you for posting about this!! I have been searching for your thoughts! I went to the store Saturday, and was disheartened!!! Another change to deal with in this crazy world of ours. Forcing me to be myself, and save my money, and not be influenced by anyone. But, you are a joy!! Thank you!!!!

[@Brandratalks77]

Hey girl, hey!!!! I have been off the Vera train so long, I had no clue all this foolery was going on. In my humble opinion, by going this route they are removing the very essence of what folks love about VB to start with. What a shame. Bless their hearts. Thanks for sharing lady!! I hope you are doing well and living your best life!!! 💜

[@redrockermom0630]

So happy to see video from you! I think Vera has lost their mind, i understand them feeling the need to rebrand for sales, but maybe they should have gone back to new releases 4 times a year. I will not buy anything from this rebrand, I do not like it! Love your Stephanie Dawn and your little what’s in my bag! ❤

[@julieh9010]

I am so happy you made this video. I missed your reviews. I am absolutely heartbroken about Vera Bradley. It makes me sad. I will shop the outlet but the new Vera is not for me.

[@ellec6874]

Apparently, the new Vera bags are perfect for those days we just want to lay in a grass field in full makeup and a dress. Ha! Just kidding. It’s good to see you. I am hoping they adjust the bag styles and add better straps and features, and just release a few beautiful patterns every season. Like the old days.

[@karenf1345]

Thank you for your thoughts on this re brand. I couldn’t believe when I visited the Vera on line site what it looked like! I was stunned and thought I had typed in the wrong address. Needless to say I absolutely do not like the direction they are taking. The bags are so non descript and look like any other trend brand. Worst of all, they removed all the Disney collections which had just been released. I’m thankful I purchased all the pieces I was hoping for before this change. If they are having trouble as a company I do not think this move is going to help them. Vera was unique, now they are just another bag company.

[@julieh80]

There’s a lot of Disney on their outlet site - or there was very recently. Hope this helps!

[@Silverwarrior7]

Welcome back. I am still a little shell shocked about the changes. I always liked the fact that the bags were multi generational. I feel that we have enough “trendy” bags. But, I will give them a chance, because I would hate to see the company go under. Again, I am glad to see you back here, sharing your thoughts.

[@misaki7325]

I think they should’ve stuck with going towards the cottage core, pastel, quilt looking patterns they were moving towards. I wouldn’t buy any of the new nylon or leather items from them. VB trends in and out of style every few decades so all they need to do is be consistent and patient. Also silly to charge high prices when they switched from made in America to made in China in 2007. Lower the prices and they won’t have so much stuff not selling

[@spicychai]

The cottagecore idea is genius! I wish. You make a lot of good points.

[@jendesign5537]

@@misaki7325 Spot on! Since made in China happened the quality went down the drain. No trims, very little padding in handles for signature items and the factory items have zero padding in the handles. Threads not clipped and just started feeling really stripped down that’s the reason I think the sales dropped. Higher prices for mush less.

[@wbl5649]

​@@jendesign5537 Coach did the same thing, moved their manufacturing to Asia. Of course their prices did not come down just their profit margin skyrocketed. Probably costs $25 to make a bag they sell for $450...obscene

[@jendesign5537]

@@wbl5649 Yes they did and I purchased a bag at the Coach sig store full,price only to walk into a factory store 1 week later to find the identical bag in multiple colors minus the same type of zipper closure marked up more than I paid in the retail store so they could mark it down so it comes out to half of what I paid. I called the Coach headquarters where I spoke to 3 different women and they all had the identical rehearsed reply which was - “ Well I guess that teaches you not to shop at the signature store”. How odd and rude the way they talked to me, not professional at all. I thought the factory was overflow product or what didn’t sell but instead they are manufacturing like crazy to put out so much product it cheapens and ruins the whole line. No reason to go to a signature store just to have 1/4 of the stock to choose from and more than double the price. I never used the bag because it bothered me. It’s still in my closet untouched and I never shopped Coach again. And it’s been a good 10 yrs.

[@karenf1345]

Also, loved and purchased the Harry Potter collections. These were the unique collaborations that drew me in to Vera. As you stated an influencer or actress isn’t about to change my taste, interest or purchases. Vera, put that energy into finding out what your customers would like to see.

[@lalaydade3364]

I have been sad about Vera Bradley's changes for a while, this is just to much for me! SAD! SOOOO SAD!!! BUT I was happy to see you and would love to see you when ever you feel like doing a "what's in my bag" no matter what you are using. I have been trying to stream line my spending and just use what I love in my closet. I still love a new bag some times too. If you find any new fun brands rather you bye or not maybe just do a bag chat? No matter what Stay safe and well and I hope to see you soon!

[@mjthegray]

Thank you for covering and sharing this! I’m sure so many feel the same way as you. It truly feels like an end of an era. It also feels like the resell market might really take off for VB goods. Would love to see bag videos related to your existing collection even if they aren’t unboxings! ❤😊

[@vintageverabradley]

I really wanted to find something to like enough to try in the rebranding launch. But I’m a crossbody gal and the super short rope friendship bracelet-inspired straps are a hard pass for me. . There were a couple of accessories that I considered but they had the minimum threshold for free shipping set at $99. . What really upset me most of all is that Vera Bradley hid or removed the Archive of patterns from their website. It’s as if they totally want to erase all of the previous history. Lots of us use that archive to find the name of patterns and the season/year they were launched. Thankfully that archive was still available on the international website so I made a screen recording of it. Pretty sure it will disappear when rebranding is carried over to that site.

[@pandalover3822]

I second the rope strap issue! I saw the max strap length was 22”….as a larger girl who likes to wear things crossbody that’s no where near long enough…sad

[@patlynn6425]

I noticed that too about them removing the archive when I was looking for the name of an older pattern. Don’t know why that was necessary.

[@cherrymaniego209]

Yay you are back. So happy 🎉

[@deanfan8]

I’m so happy to see u back making videos! I absolutely agree with everything that you said. The fact that VB completely removed all of their signature products is honestly what’s the most upsetting for me. If they had broken up their website to show the new launch AND still have their old products to sell off, then maybe this transition could’ve been smoother. I absolutely agree that their products look cheap. I was already not happy at the thought of spending $90+ on their signature products, but at least most of those products were usually high quality. But these new products look so cheap. It’s insulting imo. I don’t care how trendy open bags may be; where i live, if a bag isn’t zipped up or secured in some way, then u’re getting robbed 😑😪 So for VB to be jumping on this trend feels tone-deaf and out-of-touch with reality imo. And the thin-thick shoelace straps are terrible! They were in-style for a veryyy short time years ago and they were terrible even back then! Regardless of how small or light ur bag is, those straps will always dig and cut into the shoulder. It’s so painful. And those types of straps break/fray pretty easily too. I cannot believe VB would bring those back, let alone charge so much money for it. I think part of my anger is driven by FOMO if I’m being honest. I always felt that if I couldn’t afford to buy a certain style/pattern, that there would always be another opportunity to buy it at a later date, and now that option has been taken away. I’m just grateful that I held onto the few VB items that I did manage to buy. I absolutely agree with u when u mentioned that u felt like u couldn’t keep up with them anymore. No one has the money to constantly be buying new launches (regardless of the brand.) It’s extremely upsetting when any brand does that. And too many of them seem to be doing that these days. From a consumer standpoint it’s just exhausting and not sustainable.

[@craftygalcollection9086]

Love seeing this video and I love seeing your Stephanie Dawn Shoulder bag. I was thinking the exact same thing about Stephanie Dawn/KAM Manufacturing. I really hope Stephanie Dawn will make a comeback someday. One can dream.

[@RRosing6744]

I LOVE Stephanie dawn and the cool thing was they were manufactured here in the US…the large tote of theirs is AMAZING

[@justanotherfind9003]

First, it was great to see a video from you! Thankful you are still on Instagram though. Second, I love the “bag of the day”, and “what’s in my bag”, thrown in at the end. I know that many of us miss your YT videos, so thank you for that ending! I am with you on the rebrand. I will not be purchasing at this time though there is a pattern that I find to be pretty in a backpack style. This is not going back to their roots at all. Like you said, they are trying to stay relevant and quite a few of their styles are exactly like other brands. The one that stuck out to me is a Lululemon style backpack. I do not think that this will go over very well for them as the people who buy those style bags will purchase them directly where everyone already gets them from. Not many will see a Lululemon style bag and will want to buy it from Vera instead. Especially not at Vera prices. I hope this serves them what they need, but that in time they take it back to what made Vera, Vera.

[@conniemerritt1674]

I just listened to the CEO‘s interview. Thanks for mentioning this, Kelly. I was interested to hear the rationale from the inside, too. Ironically she mentioned having a lot of „brand recognition“ as an asset, yet they’ve transformed into something almost unrecognizable as VB. She also stated that their „existing customers are extremely loyal“ and they think we are going to be „extremely delighted by some of the changes (they) made“! Surely they weren’t so naive as to think that would be the general consensus. I‘m just trying to look on the bright side and think of all the $$ I‘ll be saving! I could literally have a Chanel or Birkin bag with all the money I’ve spent on VB through the years!

[@MyDreamIsAStory]

The last thing I bought directly from Vera was from the Disney Belle collab. I can’t even remember the last thing I bought from them that wasn’t Disney. Like you I assume they were struggling. Many companies struggled, especially after the pandemic. People are more conscious of what they want to spend their money on. I hate that Vera is trying to be like other brands. I loved them because they were unique. If I want the other bags I can go to those other brands. I went to Vera for cotton and whimsical prints. I am still not going to be buying Vera unless their next Disney collab resembles the past. I am now at the point of this rebrand where I feel over it. So many have said try the bags and look at them. I can’t do that. So for now I am done. I will see what happens in the months to come. Thanks for sharing your opinion.

[@mellowbirddreamer77]

I've been waiting on this, girl!!! I really wanted your opinion.

[@autumnrose_noseinabook]

I’m annoyed because I literally just got into Vera Bradley like a week before they announced the rebrand. I was looking on the site the day the site changed and was like, wtf happened? lol I purchased one new and one used VB bag before the rebrand, like I said in the week before the rebrand. Clearly I was way late to the game 🥴 I may end up buying a couple more bags secondhand on eBay if I find any patterns I’m in love with, but I definitely don’t like the look of the new products.

[@TheGoldProject]

I totally agree. I ordered some new pieces and will be sharing a comparison next week. It's not good. I understand that they needed a change, but this was not it. They just let go of their uniqueness. I heard someone say once that when someone wants an iPhone, they want an iPhone. Meaning that if someone wants a lululemon belt bag, they want a lululemon belt bag, not a Vera lookalike. If they did market research, they used the wrong group. If they would've gone back to some of the original patterns for a vintage launch, they would've knocked it out of the park. IMO.

[@asiaslife8045]

Good too see your back. Nice video.

[@Iceprincess850]

Thanks for this video! I hope VB succeeds and hope they don’t go out of business. I think this was a final attempt to save the company. None of the new things appeal to me at all which is sad because I did want to love it and support it. I feel sad for the people that love the old VB but I have a feeling if this doesn’t turn things around they will be going out of business.

[@melissaandrews1603]

So good to see you, again! I’m an old dog, I don’t know the first thing about instagram. But, everything I need to know about life I’ve learned on KZbin. So, please jump on every now and then and say, “Hello”. Again, I’m an old dog and prefer old/original Vera Bradley classic material. My last purchase was the Sunflower Bucket Bag. In my opinion, Original Classic Vera Bradley being different than other companies is what made them desirable. You couldn’t get their fabulous bags anywhere else!

[@cheryljackson6173]

Thanks for sharing your thoughts. I don’t like the “new” Vera line at all and was surprised about the rebrand. I am outside their target age group so I don’t count anymore? I have tons of Vera bags and accessories but I guess all good things have to come to an end. Vera’s bags have gotten way toooo expensive. Many are over $100. I am wondering what will happen to the outlet stores. Thanks

[@rach3975]

Good to see you on KZbin again! I saw the interview a few weeks ago, so I feel like I at least had a bit of a heads up. I agree that they were struggling and had to stay relevant. I'm not mad or anti- Vera, but I'd moved on from them lately. I already had a couple small totes, large totes, and duffel bags, and how many of those can one person really own and use? Same with the few accessories I liked. I've never found a purse of theirs that I loved, and over time they became less my style so I stopped even looking. All of their newer releases ( before the rebrand) had fewer and fewer pockets and compartments, so I started buying other brands with more organization and all water-repellant fabrics. (I mostly bought the twill and Lighten up/Reactive.) There's nothing in the rebrand that interests me, but if anything did in the future I'd buy it once it goes on sale (which has always been my position. Their stuff just got too expensive, and I didn't choose to spend my money that way.) I think VB is going to continue to struggle, unfortunately. The new demographic is already buying these bags elsewhere, and I don't get the sense that Vera is doing it better or cheaper. I hope they're able to find their niche!

[@daniellejones2719]

You are so cute and well spoken😃 i always enjoy your “what’s in my bag”!

[@lisawhitmire7408]

So great to see a video from you! Yes I was shocked about the change with Vera Bradley. Still deciding...but the quality doesn't seem to be there any more...I miss the thickeraterial and subatantial interior pockets, and quality. I figured the same, they are atruggling and needed a change to make the brand more relevant

[@Kammitoes]

Thank you thank you for this vid. I thought I was going nuts. I spent up big time between October-December '23 so I've held off on my spending this year, until a week or so ago. I visited their website and thought it must have been under maintenance! I could hardly find any of the staples I always get. I'm in their supposed targeted demographic and I didn't feel any enthusiasm for their new styles or their patterns. I'm going to stick with Kipling for a while now and see where the new Vera goes.

[@lovinglife3954]

Thanks for coming on. I love your videos. You look really good, hope life is treating you well.😍 They could have simply added on a new line with the newish bags. I loved their old leather styles from around 2014, 2015.

[@lovinglife3954]

I wish they had more bags with rings st the straps because the straps wear out long before the bag wears out. The prices are a little pricey for my budget. I also like a zipper.

[@martin7878]

Hello Beautiful!! So glad you are doing well. Sure have missed you. I don’t do Instagram so it’s been a minute. Personally, I have not purchased a VB since 2019. I have so many VB bags and didn’t need any more after I retired from my job. I would buy one if I liked them but NOT. I don’t care for the designs and they seem so expensive. I loved the florals and all the options for colors and designs. I purchased VB for 15 years- a good customer but not anymore. When I lived in Houston TX, I would go to the Outlet Mall in Cypress and I’d buy a few bags from VB Outlet. Always such good prices and so many beautiful options. Great to see you and hope to see you more… No pressure. 😊

[@ILOLnumber1]

Hey Kelly! Great commentary video on this highly revolted rebrand. 👏👏And I'm very proud of you for not being such a feverish buyer anymore. I totally agree with your take from a marketing perspective on why the new CEO has taken this bold (albeit misguided IMO) move. I have some additional thoughts, as you know, my professional background is also in marketing, but also in communications/public relations, which is where the brand ambassadorship decision probably came from. As someone with literally decades of experience in this field, I find their ambassador decision, at least with Zooey Deschanel, to be quite confusing because: a) Her style brand is "twee" and Vera Bradley prior to this rebrand is most definitey not twee. They are "grandmacore" and "cottagecore" - which despite the fact that I am not a grandma, nor a cottage owner, definitely proudly identify with this esthetic! 😂 Also, the photos of her for this rebrand campaign are SOOOO off-brand even for Zooey herself!!! Like, I seriously don't get what they're doing over there! b) A more suitable celebrity would've been Carrie Preston, the actress who plays Elsbeth Tascioni. And the photoshoots would definitely have to be done as her in the Elsbeth character because Elsbeth, although a lawyer who in this spinoff from The Good Wife and The Good Fight, is now in New York kinda playing detective, she still proudly non-conforms by wearing wild colours and carries VERA BRADLEY TOTE BAGS instead of the classic leather attaches!! And this new spin-off show of hers is making like gang busters! This co-branding initiative would be a match made in heaven. The business news interview with the new CEO showed up in my feed, so I watched it a few days ago. I too had no idea VB got a new CEO. While listening to her words, my 1st reaction was: Uh-oh. The legions of loyal Vera fan base will be up in arms. I can already see it! Because I could read between her words, and I knew everything was about to change, and Vera Bradley was about to lose its beloved original identity. So many different ways they could've saved this sinking ship. Surprised they chose this way.

[@diaphanouswaffle]

@ILOLnumber1 totally agree, had this same thought that Carrie Preston "Elspeth" would've been way more appealing and suitable as a brand ambassador.

[@venusharrison-nf9jv]

Kelly! So glad you are back! I love your bag reviews. I agree with you; Not a fan of Vera’s re-branding. 🤨I love, love my zip ids, so I will definitely miss those. I also bought their air pods cases recently. Thanks for the heads up about shopping their factory site.

[@debrahsimmons7544]

Kelly I’m so glad you posted this video thank you so much. I actually was waiting on you to say something about the rebrand. I don’t like it either and I don’t plan to buy anything first of all it’s so expensive. The last bag I purchased was the XL crossbody bag in microfiber in navy, and I called the outlet store to send it. I guess I will shop on Mercari for the older styles if I just have to have a Vera bag, I have purchased from Mercari in the past. Better yet, shop in my closet lol. Anyway thank you so much for sharing this video. 😊👜🛍️🌷💖🌼🌸

[@angiepayne6104]

You are still so cute! And I love your hair!

[@peggysitbon5695]

I was wondering what your thoughts were!! I was totally caught off guard this weekend when others mentioned on FB that the signature styles were off the website. I am very sadden about this. I've been a fan of VB for over 15 years. Checking out your Instagram to see what other bags may be an option for replacement.

[@diaphanouswaffle]

Thanks for sharing your perspective-yours is an opinion we in the VB fandom have come to trust. This video feels cathartic for me, and probably for others too. Overall I don't like the changes made to styles, and it galls me that they're using the fig leaf of their "heritage" as cover for "cheapening product"...alas, this is often the case with businesses nowadays where customers are a far lower priority than returning $ to shareholders/investors. Shortened straps are a dealbreaker-also, bungee cords with knots and plastic hardware, lack of zippers, fewer pockets, etc. are all deeply offputting to me. As of now, I'm unsure if I will purchase anything from the rebrand, esp. since there's no way I can see & feel it in person before deciding (due to no stores in my area). I'd already been buying more vintage or at least older (pre-2021 bc of the sub-par Recycled Cotton) items from resale sites since I get way more satisfaction & enjoyment (visually and functionally) from those. Would rather have a secondhand bag I like that's higher quality for lower price ($20-30) than spend $100 on a disappointing (brand new) one direct from the company. I don't care one whit about Zooey D or any other famous person, I consider that sort of thing a waste of money that could be spent on making customers happy with better products for better prices. Celebrity "influencers" seem like a foolish concept to me, they won't draw me towards a brand but they can make me want to avoid a brand bc I dislike the whole idea of paid spokespersons in first place. FYI I'm 51 & have been into VB only since mid to late 2020...overall I prefer the products from before that time.

[@Kat-sp2je]

I haven’t bought much of the recycled cotton forbidden Forrest and cloud vine multi probably my newest patterns I’m glad I got a bunch between 2019-2021 when they still had regular cotton and piping, I think the new stuff is cute but the crossbody straps are way too short for plus size how unfortunate.

[@LaurStar25]

Amen to all you said. I haven’t bought anything from Vera in a while so it’s not a huge loss to me.

[@phillyrcj]

What’s funny is I was at the mall about 2 weeks ago for the first time in a long while. I noticed the Vera Bradley store was no longer there and I wondered if they had gone under during the pandemic. I was planning to look into it but hadn’t and then y😂our video showed up in my KZbin feed. Thank you for the update. I enjoyed your video.

[@julieh80]

I literally just got into VB in the past couple months because I started thrifting and find it often. I generally carry simple and clean lined bags but I just don’t need VB to be modern. I’m 43 so I’m solidly in their demographic and I just like the classic look of the original bags. However, I agree that they must just not have been doing great and this is a Hail Mary. Well, at least there are many years’ worth available for resale.

[@-MaryPoppins-]

Nobody wants to buy a 120$ nylon backpack 😂 they’re now going to fully sink. People wanted the loveshack fancy coquette vibes from them. They have everyone “beige doody flowers” 🤡

[@CoilyHairedBeauty]

I’ve been following you since about 2020, and I love your videos! Are you going to continue to review other brands? Years ago I had a 1) triple zip hipster 2) some wallets that I was obsessed with These days the only VB I own are a pink floral mail bag, and 3 small cosmetic bags. If I see anything I like on Poshmark I’ll get it but… other than that I won’t be purchasing. I’m in my 30s as well and I tend to buy Coach small crossbodys /wristlets or other brands

[@mellowbirddreamer77]

I blocked Vera Bradley on social media for the same reason. Them releasing stuff rapidly in a quarter was both underwhelming and overwhelming. That's them throwing paint at the wall to see what sticks. That's why paisley patterns kept being repeated. It worked....until it's didn't. They've been failing for years (sometimes they'd get one or two patterns right) but this rebrand was the last piece of evidence they've been failing.

[@dollardollarbudget664]

I think they needed to update. I only looked because of your video and liked what I saw. You said it - they needed to revamp and they seemed to have streamlined their collection. The duffle was $100 - still reasonably priced and still recognizable.

[@tinmanlover1994]

People can't afford Vera Bradley anymore and they've been cheaping the quality too.

[@baglover3942]

So happy to see a new video from you! 💕 I wish they made YOU their new brand ambassador! I agree with everything you’ve said 100%. I hope they do not go out of business too but this redesign is so awful I will not be buying anything from it but I do want some more of the “old” signature items. I’m not angry with them but I’m super sad. It feels like the end of an era. Like your best friend just moved far away or something. 😢 TFS Hope to see some videos from you in the future. 💖

[@dreamfox7753]

The old styles listed on the outlet website are retired patterns. The newer ones that were released in March and April. The light blues and corals are being packed up now and sent back to the distribution center. But they are not listed anywhere to shop.

[@juliaorgantini143]

Very interesting video. For the past 10 years, I haven't entered the VB store 20 minutes from my home. This VB store is in a HUGE tourist town. The clerks ignored me the last couple of times I visited the store. Now I search thrift stores for VB.

[@debbiepickett6125]

I’ve bought Vera Bradley bags for years and spent a lot of money but now I’m not included in their demographic. I’m 68 and if they think I’m too old then I’ll purchase Kiplings or Bella Taylor. I just bought a Bella Taylor for my 14 year old granddaughter and she was thrilled. She’s always had Vera backpacks. But I do wish them luck with their new branding.

[@conniemerritt1674]

Hey there, Stranger! Welcome back! Looking lovely, as always! My first thought when seeing what Vera has done was, WDKT (What Does Kelly Think?)! 😂 Thank you for your insightful opinions. I am UNDERwhelmed by the overhaul. It reminds me of Vera‘s „VB Designs“ collection attempt in the past where they tried to emulate higher end bags without the high-end credibility to pull it off (IMO). I dont hate the Marrakesh Vines Cream pattern, but the other patterns just remind me of old furniture and wallpaper from the 70s. The bags also lack the features that we have come to love and expect. Are they really just trading one fan base for another? And isn’t the „other“ already over-saturated with dupes/inspirations? (I‘m looking at you, MK! 😬). I guess time will tell. I see they added some Disney items back , but just the understated pattern. I, too, wish VB the best and will follow to see where it goes, but in the meantime, I’m shopping my own purse room.

[@juliejarmus6117]

Thanks for telling us about the bag you have there. I was wondering what it was. ❤️ it!

[@VintageRayne]

Enchantment was my last time being in the loop with Vera Bradley. I just hopped on their website to see what the buzz is about…holy…moly…what…on…earth…happened…it’s not even remotely the same…my last purchases, I did notice the quality decline was impossible to ignore. Which was extremely disappointing. I still have some small accessories from VB, all of my throws, few clothing items, couple ceramic mugs, & some random vintage things. Many years of collecting, thrifting, gifts, ect. But my every day carry bags & wallet are now all Fjallraven. I wouldn’t say I’m mad, it’s just another thing Shrinkflation has wrecked. I used to have so much fun “Vera hunting” & now the thrift stores are flooded & it’s not selling. End of an era. My wallet will sure be happier. 😂

[@unicornL]

The rebrand has sent me spiraling into nwt bag buying online lol

[@heyitslilah447]

Im semi new to Vera Bradly, and i was interested in buying their bags because of their unique patterns. I did some research, and i absolutely adore their vintage bags, like from the 90s and this new rebrand is so sad... the only new bag on their website i liked was the wallet bag with the cute brown/green pattern, but dang... i really liked their old bags...

[@PerpetualMommy]

Hello, Fabulous! I clicked so fast- not necessarily the for content (which I do appreciate, and I agree with a lot of what you said), but because I have so missed your long form YT content. I have so much VB I was planning to record in the next free months, but now I am not so sure. Right now I am just waiting to see where this VB train is going to end up.

[@beckyfinley5218]

Honestly, the rebrand was a shock and angered me. In my opinion its not Vera Bradley anymore. The patterns are what floats my boat and the styles that I could count on to deliver.

[@tinmanlover1994]

I love VB have for a very long long Time. I manly get mine thrift store. I haven't gotten anything new from them in a few years. I used to carry VB purses. But I've been using headwig backpack for a few years it holds everything. I have my ravenclaw ZIP id case as main wallet and a old cosmetic bag as a bigger wallet.

[@305Alligator]

I'm disappointed, I have some styles that I truly adore, like the Frannie, Triple Zip Hipster and On the Go. When the seasons change, I look forward to the new patterns that come out in those styles. I'm going to miss that to be sure. I like the thicker straps too and the new bags have those skinny straps that dig into your shoulders.. ugh not a fan

[@csg954]

Great video, as always!

[@gaillittle1700]

Hello, good to see you and hear your opinion. I see they got rid of our beloved throws. I am going to cherish my vintage Vera. .

[@sabrinawalker8800]

I have always loved Vera Bradley. I am more of a fan of the older early 2000's bags and patterns, the soft signature cotton they used to use. I quit buying new Vera when they changed to the recycled cotton and the quality became subpar. In regards to this rebranding I am shocked by the changes and complete redirection that Vera Bradley has taken. However I do like some of the new styles and designs. I think the new patterns are pretty. However I am not pleased with the price points. Vera Bradley has always been affordable but now they are way out of my budget. I can understand that in this economy vera bradley probably was struggling just like all retail companies are but its a shame that they felt they needed to become like all the other handbag brands and loose their uniqueness that their patterns gave them.

[@juliejarmus6117]

Thanks for making this video. I agree with you - 100%

[@Jmfrye13]

Great video. Stumbled across this video and I truly didn’t know that there was such an enormous Vera Bradley following. I’ve bought lots of products from them but they did need to refresh the brand. Not get rid of the patterns but like you said something for everyone. Personally I did get tired of the patterns I wanted something neutral. Don’t know if I’ll buy from the new line but I guess they had to do this.

[@angelblu27834]

I’m so confused of how they are rebranding. Then they are taking everything off the site for a while to let THIS collection to shine. It’s too much of a shock to the system. I guess they want me to save money.

[@elizabethr4107]

😂 That's a good take

[@mishasamuel]

Can I ask what pattern is the bag behind you, please? I kind of rediscovered VB last year and I’ve been a little obsessed again and bought a bunch in a short period of time so I’m annoyed at them for ruining something that has been bringing me joy in a difficult time of my life. I haven’t finished the video yet, let’s see what you think about it 😊

[@cynthiar28]

I do not like the rebrand at all! As of right now, I’m done with Vera. I don’t see anything I like. It’s ok though, because I leave PLENTY of the old stuff that I love and use! Thanks for doing this video!

[@dillinrivera91]

Heyyy!!! I also haven’t been buying bags since the beginning of the year. It’s so overwhelming and expensive keeping up with all these new bags. I’m trying to appreciate and use the bags I already own😅

[@divatashi]

I’m just confused why they didn’t keep the original products and add these new products! For example the campus backpack had reviews from literally 2 weeks before the rebrand?? It was still being purchased!

[@haileyjackson1640]

I literally just purchased TWO for college ! I’ve been using them since a young girl. I’m so upset about this

[@audreyawesomesauce6454]

It was overwhelming how frequently and how many products drop, but they could’ve scaled it back to keep from going into the red. They could’ve introduced a new line of this rebrand style and call it modern Vera and trickled in these new products. This drop has a TON of items they could’ve filtered through as it gained momentum. I’m worried that the outlet items will sell out and never come back. I’m so sad they didn’t even keep the small Vera tote or Frannie. And I just got super hooked on the featherweight sling and was hoping for a fall color/pattern drop. Maybe if we’re lucky they’ll keep adding new things to the outlet in those styles we love. But now I feel rushed to buy things that I don’t have the money for right now because resellers can charge an arm and a leg for things no longer made that are still in high demand. 😢😢😢

[@veraismybag1353]

What I wonder is if there will be new pattern releases at the outlet? Because the styles there will be fine for me. Maybe they will keep the outlets in the traditional Styles and patterns.

[@CorrinaJosephine]

I agree they will back peddle. This was a wrong way move . I’m an old school Vera lover and seeing what they have now is just not appealing to me (I’m 50) I still have my first bag from 1996! I sure miss the patterns. Thank you for sharing all your thoughts.

[@txcello4799]

I only found your content last year. I didn't get into VB until Prime Day 2022, so I'm disappointed in the rebrand because I just got here!

[@HelloNatalieK]

Only thing I loved was the Disney zip ids. Great views beautiful friend!

[@pandalover3822]

There are a couple patterns I would consider buying but they don’t come in the style I want and I feel like it’s not the OG Vera that we all hoped it would be….sadly i probably won’t get anything at all. Nothing is enticing enough to spend the money on and it’s just sad 😭

[@SayaKisaragi18]

I am disappointed too. I just recently found I love the small vera tote and now I can't even get the Disney bags

[@RRosing6744]

Honest question: why didn’t they swap over slower and give us a chance to get used to it and say goodbye…or make a sister brand that has all the snooty stuff and leave our cute cotton bags and the collabs alone? Why scrub the website of EVERYTHING!?! it just to me doesn’t make a lot of sense

[@-MaryPoppins-]

They’re morons. Thats all it is.

[@busymommat]

Long time no see! Missed you!

[@unicornL]

The patchwork quilt tote that's sold out is the only thing I was into. If it comes back- I might buy one. I really like the neon green ripstop crossbody bag as well- but I can find that style cheaper elsewhere. I hate that I'm thinking that lately. I also think that they destroyed it w the online outlet and oversaturation of the market- it used to be seasonal vs monthly

[@judym.1613]

I've been buying Vera Bradley for decades. We needed some new styles added to the brand, but in my opinion it wasn't a good idea to throw everything else away. (Including long time customers.) It's time for me to leave them behind.

[@medinasod33]

I do like the rebrand. I was a loyal customer for many years but they restyled and did away with some of my faves about 6-7 years ago and I haven’t shopped since. I don’t love that their bags aren’t original styles necessarily, they are jumping on the band wagon of trendy. But I have found a few styles I am really drawn to so they have me as a customer again.

[@karikitten]

I consider myself pretty new, have only bought a few pieces starting a few years ago. Hadn't seen any warning of this major change, just got an email one morning. I clicked through and almost immediately picked out. Don't like the website, don't like the new bags or the new patterns. I was upset enough that having been a Hello Kitty fan for years there was nothing in her collection I could decide to spend my money on, and the same with all the different Disney drops. So I guess I'll enjoy the few pieces that I have....

[@dreila01]

I’ll stick with my vintage VB. The rebrand is is bleh. I was excited for the hello kitty collab until I saw the products. They could have scaled back, maybe brought back retired patterns? The new styles are just generic and I have no doubt quality has suffered because the industry is no longer into quality.

[@USA-1776-]

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, keychains, and scarves. “After months of analyzing our business, our competition, our customers, and industry trends, we made the strategic decision to pivot priorities and consciously invest in elevating and reinvigorating Vera Bradley in order to restore our brand relevance. This next chapter focuses on meeting the needs of today’s dynamic woman, while honoring and celebrating the DNA of our brand that generations of women have loved for more than 40 years,” said Jacqueline Ardrey, President & Chief Executive Officer.

[@elizabethr4107]

I'm so sad about it. I've been using vera bags since the early 90s. I buy at least one piece a szn. I feel abandoned when it was folks like me that made them successful. I'm part of the demo but i ✨️hate✨️ the rebrand.

[@MyDreamIsAStory]

I agree. No one makes me want to buy stuff, especially those that make money from promoting the product. The only people that maybe “influence” me to buy something is a peer or someone who is also a fan of the brand or type of product and isn’t selling it.

[@angiepayne6104]

I want your purse in the background! lol Want to sell it?

[@-MaryPoppins-]

Omfg WTF HAVE THEY DONE?!?!? I JUST SAW IT!!! I’m heartbroken 😩 the ONLY reason the brand existed and was beloved, HAS NOW VANISHED. Idk how they’re doing to make it through this. Cause AW HELL NAW.

[@geminidragonreads]

While I do love me a lululemon belt bag, I don’t like when brands copy each other. I don’t like the new rebrand and I won’t buy new from their website anymore. There are a few older pieces I’m still looking for and I’ll try to find them second hand. Ever since they stopped doing signature cotton and went to “recycled” cotton, I haven’t bought much at all except for the Harry Potter items. I guess we won’t get anymore Harry Potter or Disney items from them anymore 😢 I needed to stop sending money anyway.

[@judywells4782]

I have an obsession for many kind of bags. I have not enjoyed Vera Bradley since the recycled cotton. I feel the newer bags quality have gone down. I think they should have gone back to the original cotton quality. I do think the leather pieces are gorgeous; but very exprensive. I would like to feel the canvas in person. I think they did too much change at once. Will see what happens.

[@mads4288]

Their rebrand doesn’t make a lot of sense to me? So I really like vera because it’s light weight. Kind of utilitarian. Good quality. Holds my things well. I can understand the going more nylon-basic colors-and even the patchwork/embroidery route they have kind of been doing right? But these bags have always been more function over style. We would have mix matched patterns and the patterns would be an investment and eventually clash with our day to day clothes lol. So to say they’re going back to their roots while creating trendy items is contradiction number 1. and having quality items is contradiction number 2- how can these trendy items with tiny straps and no closures that are mass produced have any kind of quality? There WAS a way to have both. They’ve done it. But because they mass produced all these collections no one can keep up with - its just impossible for the consumer and the brand. But their collaboration formula- was perfect. The color scheme- having the pattern, then solid pieces in the primary color and small details, with the other accessories like shaped makeup bags (the heart, the honey pot, &c). They hit every demographic! Want patterns? Boom! Want solids? Boom! Want unique things? Boom! But it was just too much at once. 😭😭😭

[@liljay0438]

I think Vera Bradley is making a huge mistake on following the “trends” that’s not what Vera was about. I haven’t really bought any Vera just because their prints (to me) had gone down hill. I’ll shop resell sits for Vera if I want anything. You can find the trendy bags anywhere but I really liked the cotton prints. I don’t think I really purchased anything since spooky cats custom (that’s the last print I remember loving). With the new branding, I don’t see them making it. It overwhelms me when there’s dupes. How many of the same bag from different bags can you really have? 😅 unless it’s cheaper which I doubt they will be

[@tnif6rv]

Even though they sent some of the other patterns/bags to online outlet.. I can only imagine how much third party sites will be charging for these bags, because they know there going to be harder to find..

[@butterflychirp9447]

YES YES YES YES YES FINALLY