Vera Bradley Rebrand Fail - What Happened?

[@EnglishProfStyle]

Big companies are making stupid changes all over the place. I remember that JCP debacle, stopped shopping there as there was no incentive to go and they didn't have a lot to draw me in in the first place.

[@BernadetteC477]

Thank you Bonnie for doing this video, I have many things from them and will certainly cherish them. I noticed about a year ago that their throws started going downhill. They used to be thicker and now much thinner! I’m so glad I have a few in my stock pile. I will sure hang onto my wallets and two purses. You are so right they made a terrible move in quality. I know a lot of the high end stores here have quit carrying the brand and I thought it was just me but so glad you did this because now I know, no more Vera for me! I can find better throws at target and other cheaper sores that are of higher quality. I just want to cry because I was a Vera Lady but not anymore. Bonnie keep doing these kind of videos, they are so helpful and needed. ❤️♥️

[@rona8148]

Great analysis! I did see they changed the designs earlier last year. I am glad I still have my older VB designs that are better quality. I will definitely not be purchasing from them again. I don’t mind paying a little bit more for a decent purse, but not if the quality doesn’t match. I think I will stick with my Dooney or Coach going forward. Thanks for the update!

[@QueenoftheGirlGeeks]

I hear you! I agree that the quality has gone down!

[@troy1890]

I went back to coach a couple years ago and I love it! I think coach is going in the right direction.

[@lovenfun2314]

Yesterday I read on Facebook group and the general news that they are in major trouble, the rebrand was a huge fail and they are advised to go up for sale. What a shame. They need to fire some staff and get back to catering to their loyal customer base.

[@mollieschulman8872]

Hey Bonnie! I agree with you! I’ve been a Vera fan for over 20 years and I also am disappointed in quality as well as the patterns that are out right now. I love the original totes but they have went downhill

[@QueenoftheGirlGeeks]

I totally agree!

[@kimberlylangston4595]

They totally destroyed the brand on so many levels

[@marycatlasko3713]

Hi Bonnie! Recently, I went to buy a Vera Bradley backpack at the Outlet mall, however, everything was super ugly! Also was at the store in Disney Springs and had sticker shock. Everything was super expensive. Ultimate I got an older style Vera Bradley backpack for Christmas from Amazon.

[@cindyurban150]

Hi Bonnie, I'm a loyal Vera gal. I still love their patterns,but, I see what you mean about the quality.I just ordered a whole bunch of stuff from VB outlet. I'll decide when they arrive if I'll keep them. I have purged many of my older styles,but I also have a big storage box with some of my "Vintage" favorites. I have a feeling that Vintage Vera will become more sought after if what you say is true. Such a shame,because I love the whole Vera esthetic. You should do a "What's In My Bag" video with your new Coach bag.

[@QueenoftheGirlGeeks]

Yes, I think you’re right! Vintage Vera is going to become very popular again!

[@emadinah]

Sometimes companies use the term “rebranding” for consumers when they have actually just downgraded their materials while keeping the name brand price point🤦🏾‍♀️🤷🏽‍♀️😖

[@QueenoftheGirlGeeks]

I agree!

[@katies1284]

I was very unhappy with the rebrand last summer. When some of the older styles were marked down, I bought a few purses and weekender bags that I really liked because I just really disliked the look of the newer designs. Such a bummer about the rebrand though. I too have shopped elsewhere for bags ever since the change.

[@geripeek4221]

I purchased dupes of a couple of the Harry Potter, and then the Peanuts collection. Loved Vera Bradley and washability. From tape measures, to pill boxes, to wallets, just great quality. I notice the quality drop first with t shirts, no cloth band inside the collar. Then the pill boxes. I am glad I have enough to get me through for a long time. If those fail, then I will go back to my old Coach classics. Not doing over consumption, using what I have, and enjoying those things. The large Vera totes even have zippers, and are the best knitting bags ever!. I am done with Vera Bradley, and I am sad about it. Thanks for the video, and I am not the only one :)

[@fluffykitten992]

My guess is there making them cheep to cut cost

[@rona8148]

That is what I am thinking. Sad to see.

[@lavender_coffee]

To maximize profits by keeping or increasing prices, but giving an inferior product.

[@shellykozun3813]

Thanks for the thorough review!

[@jenniferyandSky]

I think that this rebrand makes VB look like something that I could buy at a mass merchant store. I hope that it's a failure for them and they go back to the older designs.

[@Deb_C]

Wow! Bad move VB! Cutting costs I guess🤨

[@QueenoftheGirlGeeks]

It seems like they are going for a more modern look, but it's just not working out!

[@tobesocourtney]

Thats sad. I remember being disappointed years ago when they stopped with the coordinating pattern as the trim and the quilted pockets inside. Looks like theyve just continued to go downhill. I hadn't been keeping up with them lately except i noticed they moved the store in the mall. I remember when jc Penney did that price thing. I think that was when they also removed the registers from each department and just put centralized registers.

[@shellykozun3813]

I’ve bought a few Vera items from the outlet this fall/winter but I buy most of it on Mercari so I’m getting older stuff that’s still great quality! I’m on a no buy now so I won’t be getting anything else this year!

[@QueenoftheGirlGeeks]

I agree! The old stuff is much better quality.

[@melpomenimandy]

How the mighty have fallen. I grew up in a place where Vera Bradley was the it-thing to get as a teenager/young 20-something because their prints were so unique and easily identifiable. Sure they came off as kitschy and cheap to the more snobbish fashion-forward folks but Vera Bradley was still cute and had an image. Now it really is just cheapo-depot designs and construction...sad!

[@QueenoftheGirlGeeks]

I agree!

[@Nicole_0421]

😮 Wow! That’s very interesting. $70?!? I just don’t get it. I am confused how this “rebrand” is supposed to make the products look more modern? This whole situation is very weird to me. I am not even a fan and I have so many questions. 🤔 If Vera Bradley continues on their current path I feel like this could be the beginning of the end for them. I will be interested in seeing if they continue this trend or if they go back to what worked for them for many years…

[@rach3975]

When the rebrand first happened, people online went through the new products and showed how similar they looked to existing popular bags/brands like Lululemon. I guess they were dubbed more modern because they looked like dupes of other brands' current styles.

[@Nicole_0421]

@ I didn’t know that. 🙂

[@glendacarpenter2767]

I have my Dooney and Bourke purses, I really wanted a Peanuts Vera Bradley, what a shame. The wallets for Radley of London are cute, 🤷🏻‍♀️

[@JENN7238]

Wow, I just looked at their website. They will not last like this. Their quality has tanked.

[@fluffykitten992]

@@JENN7238 yes looks like something you would order off of sheen or Temu

[@fluffykitten992]

@@JENN7238 yes looks like something that you would find on sheen or temu

[@fluffykitten992]

@@JENN7238 yes looks like something off of temu or SHEIN lol

[@savannahmills]

That is so disappointing!! Welcome to the coach fam lol

[@susangibson7532]

I love Vera. Hopefully, they will go back to what worked or they will end up going out of business which would be very sad.😢

[@Ruby508707]

It’s such a shame what they’ve done. Amazon still has some pre rebrand items.

[@charlottefragrance771]

HI BONNIE

[@QueenoftheGirlGeeks]

Hi!

[@witchyangelambience6112]

Oh wow! So sad Vera Bradley is making poor quality bags. I really like your penguin wallet so much more than the supposedly new wallet from Vera Bradley. Hopefully the company will change things for the better.

[@melissarita8340]

So on TikTok during back to school I saw a TON of videos of young college age girls (mostly southern) who had Vera Bradley items.. and I know a few years ago my high school aged daughters were asking to go to Vera Bradley which I thought was funny bc I’m 41 and had Vera Bradley when I was younger and I thought it was a more adult type brand.. so maybe their marketing is working . Wish the quality had stayed nice!

[@QueenoftheGirlGeeks]

Interesting 😊❤️❤️❤️

[@GrowingOlderWithStyle]

Love your new setup. Looks great!

[@QueenoftheGirlGeeks]

Thanks!

[@heiditate6989]

$70 for a wallet? Nope!

[@tbird2944]

Where’s our Bonnie today??

[@rach3975]

Even before the rebrand, the outlet quality had gotten much lower. Things were still selling because of the VB name and because things at the outlet are always at least "50% off" (e.g. they put a ridiculously inflated price on the tags even though the items are never sold for that amount). As VB loses the status and reputation it used to have, I'm sure people will notice the quality differences and stop buying from the outlets. The outlets definitely have a fast fashion feel now, and the items there are made for people who want to use things for a few weeks or months then buy something new. As for the signature line, VB made the unfortunate choice to begin marketing to a different demographic without realizing (or maybe without caring) that it would alienate the customers who already loved them. I've always waited and bought signature products when they went on clearance, but the few things I bought this year were all from their pre-rebrand days. They're having their first semi-annual sale since the rebrand, and I haven't even looked. There's nothing I'm interested in--prices are too high and function (meaning organization, comfortable straps, etc.) has been sacrificed for the aesthetic they think younger people want.

[@SvitlanaEast]

❤