Dear Vera Bradley… (rebranding gone wrong)  

I love Vera Bradley because of the wider adjustable straps, hidden pockets, light weight and patterns. I would look forward to the new patterns every season and would order my favorite purse style the On the Go, triple zip hipster, and triple compartment bags. How about keeping the old styles while offering the new styles?

Your video popped up on my feed and caught my attention. I’m an occasional VB shopper and didn’t realize they had rebranded. Oh my, what a disaster! I think they will be going from a dwindling customer base to no customer base. I don’t see the typical Vera shopper buying these bags and I can’t imagine anyone in my life carrying any of these bags. I’m really curious who their target audience is. What a flop! I fear this is the end of Vera.

I am personally so disappointed I think they have completely alienated customers. Or is it all just an excuse to make their products cheaply?

Long term customers will reject the new stuff. It’s very non-Vera.

Oh my goodness, we ALL remember the flesh eating zipper era…we have the scars to prove it! Lol “That’s an under the boob bag” I’m dying! 😂 Such a great video, thanks for sharing!

I went to the Paper Store to see the bags in person, and in person they are not as bad as I thought they appeared on the website. But the choices and colors are very limited and they are expensive. Overall I am not a fan of the rebrand, but I also realized there has not been a new pattern I have liked in a long time- Cloud Vine Multi was the last new tote I bought. I did like the Peanuts Halloween collaboration and got a couple of items from that collection. I guess the rebrand means the collaborations are now a thing of the past. Also, when they went to the recylcled cotton the bags did not feel the same. But what I don't get is they go from being eco conscious with recycled cotton and now use more polyester and a new cotton. So what was the point of that? What I think was the worst was the way they just overhauled everything completely disregarding the long term fans of Vera Bradley. I get you need to keep up with new trends. But VB could have offered a coupon and free shipping or an introductory price so people could try a new item. There are great "vintage" Vera Bradley items on ebay - although my guess is those prices will increase.

I completely agree with everything you say. I looked at the styles and patterns on offer and had to double check I was on the right website. I don't like the patters, I don't like the styles and as you say, what's with the short 'crossbody' straps? I have been a Vera Bradley customer since the late 1990s. I spent almost 1,500 dollars between November and December '23 on the Enchantment range, but I think that's going to be the end of my VB buying. I agree with you by the way about the Saddle Up style and would add I'd love to see the Squared Away return too....and the last iteration of the 100 Handbag. My daughter and daughter-in-law (they are both in their 20s) and I had a get together a couple of days ago and they dislike the new styles too; and they are definitely in the demographic VB say they are trying to appeal to, but they've bombed with my girls...both of whom are professional business women.I could go on...and on...but you get the gist. Shame on VB.

"Flesh-eating zipper era" I understand this reference LOL

No, no, no! This is not the Vera Bradley I have grown up with and loved for decades, the new patterns are uglier and overdone and the prices are way to expensive, not to mention the products don’t even look like the Vera Bradley I loved and knew. This is going to cause a lot of customers to stop shopping for their products. Vera must be rolling in her grave with anger. We all liked the simplicity and the fun and colorful patterns but this…..this is horrible and I may have bought my last bag from Vera Bradley

I’m 30 years old this year. I loved Vera Bradley in middle school and in high school but I have completely fallen out of live with the brand since around 2012. This rebrand is the first time where I have seen cute things from the company since then. I bought a bag yesterday and love it. I guess I am the new target customer!

I’m so glad I got the Hello Kitty collection from them before my local store closed for good.

Girl I hear you-now if only VB heard us ! Skinny strap, rolled/ropy strap, short strap-nope nope nope. I can't be having some purse weighing on my bosom...those things LOL are heavy enough already, don't want my handbag or crossbody all up in my bodily business like that-what the heck are they thinking ? Do they not comprehend what a (long) strap is even for ? Am quite content with previous version of strap adjusters, the metal square or rectangle you can easily move even while wearing the bag, and the metal hardware (esp. when they're swiveling clips that allow strap to be removed) attaching strap to bag. Cannot stand the look of those dippy bungee cord knots and plastic hardware. Thanks for speaking up on our behalf (don't know how to phrase it diplomatically, but the demographic which includes full grown adults with bodies that are not teeny tiny).

Just yuck. Not a fan and the prices, yowsa. I don't know what they were thinking, but no. They've lost me.

This is why I've delved into Longchamp Le Pilage tote. Vera was my go to bags for decades and they just aren't the same. I'm sadden they've gone in this strange direction. I've yet to see anyone in real life wear that under boob bag. It's silly and looks uncomfortable. I could kick myself now for unloading my hobo bags in 12 different discontinued patterns. Truthfully I didn't reach for them. Seeing where the brand is going now, I'd like to have them as a memory of days gone by. Such a shame. I still do have my massive get carried away tote which I still totally love. It's my everything travel bag.

As a teen I found your page through Reddit and was hugely disappointed in this “rebranding”. I’m sure it’s to go after my age demographic but honestly Vera Bradley is already decently popular with my age group. The unique colors and patterns or simple solids are why people my age buy their products for backpacks and lunch bags. And now they’re getting away from that..?

i was like where old bags go. The email threw me off too. i might go to the store and see what they look like in person. i use the lug coupe and hitch under the boob bag I'm 40, just for traveling light it's not good for everyday.

I don’t care for the items or even the new look of the website. I was very disappointed in the change. I love. The weekender and grand weekender style and not sure why they completely did away with everything. If they wanted to offer new designs, at least offer the classic favorites that everyone likes.

7/16/24: The first wise thing Vera Bradley has done in the rebranding launch… Free shipping & Free returns without any minimum purchase threshold. I just bought the Mini Dome Cosmetic in the Wing In Flight pattern in Cotton Gabardine. This will allow me to at least see what I think about one of the new items. I like the look of the design, size and colors. Hopefully I will be impressed by the feel and durability of this improved cotton. verabradley.com/products/mini-dome-cosmetic-bag-5013020066

I’m so disappointed! That thin strap won’t last when I put stuff in a bag and it will be so uncomfortable! It’s all a miss for me!

I've been buying Vera Bradley since I was a teenager, and I really don't like Vera Bradley's rebranding. For the first time, there's absolutely NOTHING I'm even remotely interested in. I don't like the styles or the prints and colors. I'm a fan of the crossbody bags and campus backpacks, and they just aren't it. Plus, the short straps for the crossbody aren't working for me either. Hopefully, tbey go back to classic Vera Bradley that I've been buying for years and years! I think the rebranding bombed as a lot of the new stuff is already on sale and I think some waa already pulled to outlet.

Ugh. Just went to look at wallets and was so confused. Thanks for the video. Anyone been to an outlet? Hoping they have the old styles still

I have been picking up pieces in their last chance category from the outlet store. They are going fast.

This just stinks! lol flesh eating zippers. I’m with you and offended by the crossbodies. This was handled poorly. I’m going no contact.

Unfortunately don’t think the long time customers were able to support VB enough, hence the dying company and need to rebrand. 🤷🏻‍♀️

Worst rebrand since “the New Coke” - epic fail - rebrand was targeted to elevate the stock price, lower the product quality by using inferior materials and getting rid of the functionality ( get rid of the pockets- pretty sure they want to sell more bags instead of their clients beloved pockets) and cut strap lengths and widths)jack up the prices. Helpful hint: make new friends, but keep the old. One is silver but the other is gold. Shame on the management team destroying a once great company.

Agree So disappointed

The "Boob-style" is worn by younger people, here in The Netherlands mostly by the guys from Morocco or Turkye. It's blown over from there and huge to wear these crossbodies like this. Ofcourse not this style and patterns but always from Gucci or just solid black. Also the Belt-bags are worn this way, which is possible ofcourse, but not for us over 40... And to think this is a Fall collection! Try wear these short strapped bags over a thicker wintercoat or Duffle Jacket!!! Not happening! And the prices are heavy. For little bags like that 😞

😂😂under the boob bag.yea they're definitely not trying to reach anyone above the age of 30. It looks ridiculous on grown women no thanks

For those who are upset that Vera Bradley removed/hid the Pattern Archive see my screen recording video where I captured it. The description on that video has links to it saved as a PDF: bit.ly/VBpatternArchive

Everyone is wearing belt bags/crossbody. Kindergarten-aged little girls are carrying these to summer school. High schoolers are wearing them. And adults long past high school are wearing them.