Vera Bradley Essay

What started as a simple idea of creating feminine luggage has now turned into a prominent company that creates quality, feminine handbags, travel items, and accessories. Vera Bradley has set a standard for other companies in the industry to produce unique styles that target the many different lifestyles of consumers. The company’s products come in a wide range of sizes as well as styles. Vera Bradley is stands out among the other companies for their many different patterns and colors. Their products include travel duffels, purses, laptop backpacks, wallets, backpacks, eyeglass and sunglass cases, totes, jewelry cases, cosmetic cases, and wrist accessories. Over the years as the company expands they have added other products such as, diaper

The company has innovated the way females of all ages express themselves through their product. Through its distinctive and vibrant style, the Vera Bradley brand is highly recognizable. This has positioned Vera Bradley in the market as a lifestyle brand. Vera Bradley is more price accessible to consumers than other competing luxury brands, which allows a wide range of consumers to make repeated purchases. Quality and functionality go hand in hand, which is something the company highlights in their products allowing them to maintain loyal consumers. The assortment of products allows Vera Bradley customers to purchase often for not only themselves but for family and friends, which allows them to become loyal customers. Quality is crucial for creating lasting, loyal customers, which Vera Bradley has successfully done by combining consumer needs with great designs. With that kind of quality the company is able to take advantage on creating fashionable products that last. It also gives them an edge in competitive advantage to other department stores that are not able to keep up the pace with trendy specialty companies like Vera Bradley. Keeping an eye on fashion trends as well as new style appeals to the company’s target market allows the company to consumers that keep coming

One aspect that Vera Bradley does not have is a luxury line to their brand. This could potentially allow the company to have the opportunity to reach another potential market of clientele. Vera Bradley competes with several companies for example, Coach and Kate Spade, which are both a more high scale handbag brand. These brands serve their brands similar to what Vera Bradley upholds their brand is quality and innovation. Another aspect that could give them an advantage on Vera Bradley is to create a product line that still serves the quality of product, but at a lower price. This advantage would add additional market share for these companies that would make Vera Bradley compete with their products against