Vera Bradley Revitalizes E-Commerce and Marketing with “Project Restoration”

Consumer-centric journey

The moves are part of a multi-year, customer-centric growth plan, Ardrey said on the call. As part of the refreshed brand vision, Vera Bradley will focus on new marketing investments to attract new customers through a relevant media mix supported by improvements it has made to its customer data platform over the past few years.

“Our initiatives will include more creative campaigns, increased digital reach, increased public relations and innovative in-store activities to generate interest and acquire new customers,” Ardrey said. “We continue to shift our focus from channel-specific customer acquisition to an omnichannel perspective to increase media effectiveness.”

Related: Learn how Vera Bradley accelerates merchandising decisions.

Additionally, promotions will shift from a focus on discounts to brand reinforcement with customer acquisition offers, strategic incentives and inventory management initiatives to help promote slower-moving SKUs.

CMO Alison Hiat said every element of the rebrand has been carefully considered and the company’s goal is to show consumers a new perspective on the brand, while also bringing back customers who once owned a Vera Bradley handbag.

“We strategically promote our unique and unrepeatable positioning as a valued brand that connects with our most important customers on a deep, emotional level,” Hiatt said.

Tackling consumer spending volatility

The company’s first-quarter results this year underscore the need to capture the attention of cautious consumers. The company is seeing reduced visits and spending across all household incomes and channels, particularly in households below $75,000, which typically provide high penetration in its outlet business. Net revenue in fiscal 2024 was $470.8 million, compared to $500 million in fiscal 2023.

According to Ardrey, “Consumers continue to be more discerning about discretionary spending in light of the macroeconomic environment.” She said Project Restoration should drive long-term, profitable growth by addressing consumer, brand, product and channel components to build on a foundation of strong business discipline, a solid technology platform, a strong balance sheet and a committed team.

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Vera Bradley, Inc. operates two lifestyle brands: Vera Bradley and Pura Vida. The former was founded in 1982 and in 2019 acquired a 75% stake in La Jolla, California-based Pura Vida.