I just got home from a vacation and I could have used the packing cube. I have a bunch of Vera Bradley purses. Thank you so very much for sharing this video with me today Karen Nichols

I bought a vera bag last year.. my last time i will buy anymore tbh. The quality is lower imo. I had a zipper break off one the first 2 months. Ive had bags for 20+ years, and those zippers are still on!

I agree that they were not selling as well. I used to buy multiple items a year and now I might buy 1 item a year. I haven’t liked the patterns lately. Now I buy from the Disney lines.

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.

You can’t buy off the outlet unless it’s an open sale, right?

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.

their old style is so unpopular for real that if they keep it people will see buying from them as being totally uncool and won't purchase any new styles either bc most people by me are made fun of for owning any Vera B

you do know basic bags all look the same lol

vera B had been ugly and out of style for YEARS, no one likes it anymore and it is actually uncool to own one now

You know what’s funny? Zoe is the epitome of the “old” Vera Bradley 🤡😂

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.

I like your outfit 😊

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.

Unless they were trying to get the rest of the patterns out before the rebrand.

I’m glad they don’t have Disney crap anymore. I don’t like Disney as an adult and didn’t fawn over it as a child.

I want to try their small bookbag in one of the brown colors but it’s so expensive

I do t like lulu lemon and I never heard of bagu

Yep VB lost me forever. I hate everything they have done. The merch is hideous and the prices are ridiculous. The new CEO should be fired.

There’s still the online outlet and the outlet stores.

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.

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

I stopped buying vera Bradley after the Marrakesh pattern was retired and the mailbag was discontinued. The mailbag was my “ go to” bag for a number of years. Also, the patterns in the last few years have been, well, simply ugly!!

IM SO SAD

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.

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!

I understand making changes, but this just seems like a bad idea that is going to bite them in the butt!

kislux I love you so much and watching your videos makes my day brighter

I really like this bucket purse, it’s what I’m using right now. It’s a nice bag style.

❤Thanks for sharing

I’m not a fan of the rebrand. I have a collection of the original Vera Totes and the reason I loved collecting the original tote was because of the fun prints and the Disney colabs. Based on the prints they have for the rebrand, I will not be buying. Also, instead of improving the bags they are taking away the features of the bags that help with organization and securing the top of the bag so things don’t fall out. The reason why I love the Vera tote is for the 6 interior pockets and the zipper at the top. Now, the Vera tote has no zipper at the top and the interior has 1 zip pocket and 2 slip pockets. Super disappointed.

Have you seen the Baggalinni Mini Caryall tote? its like a light version of the mini Dory but better :D

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...

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

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.

Gonna continue to pick up vintage Vera at thrift stores because this is nonsense

I like the new patterns, but there are no styles I like.

The rebrand is a disaster 😢 why did they have to take all the old styles away?! They’re crazy

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.

They lost me when they out processed instead of making in USA. The product got cheaply made

I don’t understand why they had to take away everything while trying to transition new pieces. Who does that? I love the performance twill travel pieces and actually ordered a few things on Amazon because I know if I don’t they will be gone. I’m just really bummed and probably won’t be shopping there anytime soon. I don’t like the patterns/styles of the items. Everything just looks ugly to me.

❤❤❤❤❤

what bag is that you have?

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!!!!

I am not surprised seeing how much VB I have been seeing at my local thrift store. It has lost popularity.

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.

WHAT REBRAND ??? what is happening ?

What direction ?? My mall store is the same as always

Can anyone simply explain what’s going on .. rebrand ? The store is the mall shows nothing unusual … is anyone else’s video pause like 10 seconds between each word she speaks ? Ugh

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.

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.