Vera Bradley Mock Rebrand
Brand Bio - What is Vera Bradley?
Customer Journey
Founded in 1982 - Consistently delivering functional, stylish designs
Leaders/Niche Players who prioritize personality and self-expression
Leading platforms are Instagram, TikTok, and the website
35-year-old rediscovers her Vera Bradley tote bag in her childhood bedroom
Brings her nostalgic memories, reminds her of her love for the bag
Decides to repurchase a bag for work with an updated pattern
Co-workers notice the bag and she advocates for the brand, leading them to purchase bags as well.
SOSTAC - Where are we now?
SOSTAC - Where do we want to go?
SOSTAC - How do we get there?
SOSTAC - Tactics
SOSTAC - Action
Recognizable patterns and designs
“Pinterest approved.”
Loyal customers (Gen Z and Millennials)
Less familiarity with the younger generation
Reinstate relevance with younger audience
Increase online web conversions and build an in-person purchase standard
Increase repeat purchases and build loyalty
Prioritize in-store presence
Run campaigns that emphasize nostalgia and Vera Bradley’s niche (Duffel, Lifestyle, etc.)
Paid promotion ads on ideal customers feeds
Collab with familiar brands (Anthropologie, Disney, Stoney Clover Lane)
Find the face of Vera Bradley (Nostalgic, trusted individual: Ashley Tisdale, Brenda Song)
Mom and Daughter Vera Bradley collab
Marketing Team: focuses on collabs and campaigns
Social Media Team: analyze trends for the ideal audience and create TikToks/Reels to gain attention
Face: Build trust and awareness with the brand by featuring the bags in their everyday posts
Analytics Team: Tracks purchase rates, social media stats, and conversion trends
SOSTAC - Action
Usability Testing
User Feedback Surveys
Frequency of Reporting
Review Tracking
Content & Storytelling
SMART Objective: Increase in-person sales by 30% within the first 5 weeks of the new Campaign (What’s in your #VBduffelbag?)
Suggested tools: Canva, Capcut, LTK
KPI’s:
LTK Product Clicks per Creator Post: 150–300 clicks
IG “Add Yours”: Under 60% tap-forward rate
New Customers: 20–30% new customers aged 18–35
