By Megan Graham

Vera Bradley, the maker of quilted bags and accessories, is changing strategy again following a rebrand that de-emphasized its signature florals and patterns -- and left some of its loyal consumers fuming.

The latest direction builds on the company's DNA instead of trying to emulate other brands, executives said on an investor call to discuss the business's latest earnings, dubbing the latest plan "Project Sunshine."

"We lost track of what made Vera Bradley special and unique and what customers loved about us," said Ian Bickley, the company's executive chairman, on the call.

The revamp introduced in July 2024 sought to "modernize for today's consumer" with a new logo and ads starring actress and musician Zooey Deschanel. The new direction also included new retail partnerships with companies such as Urban Outfitters.

New styles included more solids and leather while the brand's main website removed some of its classic styles.

"They changed the entire DNA of Vera Bradley -- trying to get younger, trying to get more fashionable," said Eric Beder, chief executive of Small Cap Consumer Research. "Unfortunately, the only net impact was that it infuriated the core [customers] of Vera Bradley...The heat was visceral."

"We buy Vera for specific looks and aesthetics," one Instagram commenter said on a post about its rebrand. "If I wanted plain, I'd just buy from Amazon." Another complained, "How did Vera just toss decades of loyal customers aside for this mess?" Company leadership admitted it had heard "passionate feedback" from new and existing customers on the launch.

Comparable sales in stores and online fell from an 11.2% decline in the quarter of the rebrand to a 27.2% drop in the next. The company announced the departures of its CEO and chief financial officer in June.

"I've never seen as deep a break in your customer base as what they tried to do," Beder said. "And the truth is, it might have worked, but it's a publicly traded company that reports quarterly results. That's a very difficult thing, because there's always a lag between the customers who hate it and the ones who like it."

The brand is sharpening its focus, Bickley said on the call. It isn't trying to be luxury, high-fashion or sophisticated in ways that make it seem exclusive, intimidating or too expensive, said Bickley, a former Coach executive who has served in an interim role as executive chairman since July to provide guidance during the CEO transition.

"We need to stay true to the joyful, functional and accessible brand that our customers fell in love with while ensuring we remain relevant and compelling to new generations," he said.

Vera Bradley had also become "over-reliant on promotions with an aging customer base," Bickley added.

A slew of marketers have spoken recently about the perils of becoming over-reliant on discounting to draw consumer sales. Watchmaker Fossil Group realized in 2024 it was selling too many watches at a discount and decided to reduce price cuts even knowing that would likely diminish sales. And in November, Bath and Body Works said too many promotions had eroded price integrity and brand loyalty among its consumers.

Vera Bradley in October named Melinda Paraie, the former CEO of retailer Cath Kidston, as its chief brand officer to help drive product innovation, strategic merchandising and targeted marketing. Bickley said the company is trying to create "targeted storytelling that can really spark the emotion of younger consumers."

The company recently ran a social-media campaign featuring the Radio City Rockettes to promote its "Original 100 Bag" and collaborated with retailer Anthropologie on a holiday collection that garnered social-media attention. The company said the bag is attracting younger consumers.

Vera Bradley is returning to some of its traditional silhouettes, patterns and cotton fabrics while trying to bring a modern twist to them, according to the company.

The brand's main stores are carrying enough of the familiar looks again to make lapsed customers "come back and feel loved," said Beder, the Small Cap Consumer Research CEO. "And there will be more."

Megan Graham writes for WSJ Leadership Institute's CMO Today. Reach her at megan.graham@wsj.com.

(END) Dow Jones Newswires

January 02, 2026 06:00 ET (11:00 GMT)

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