Vera Bradley’s Surprise Rebrand Sparks Backlash Among Fans
Vera Bradley just rebranded and fans are NOT having it!
Popular brand Vera Bradley is shaking things up and the internet is in a complete uproar!
If you’re familiar with Vera Bradley, you know the brand has a dedicated and passionate fanbase. In what feels like an overnight change, the company decided to rebrand its designs. Though a few customers enjoy the new line, it seems the vast majority are NOT happy. In fact, some social media comments are downright scathing.
What’s the hubbub about, you ask? It seems the iconic quilted patterns that so many fans have spent years collecting are now no longer available.
Vera Bradley suggests customers check the stock at their online Vera Bradley Outlet to find the previous patterns. Here, you can find items up to 70% off. You can also check the Disney store for Vera Bradley’s recent Disney patterns.
In addition to the issue with new designs, customers are putting their thumbs down to the higher prices. One example is the new Blake Crossbody, which retails for $115.
Just check out some these fan comments from the Vera Bradley Facebook page:
“Big mistake. Huge. However, I guess my vintage 1994-2004 collection of bags just went up in value 
“
““I’ve loved Vera for many years for functionality and reasonable pricing. I feel that we’ve lost both with these new styles. Where’s the organization? Lots of pouches and one zipper/no pocket bags here – and the prices are to keep up with bigger brand designers I guess… Sorry, but this isn’t it for me.”
Here’s what to expect from the new line…
The new Vera Bradley merchandise is now available to purchase. The collection features backpacks, purses, crossbody bags, and more. Some of the materials being used include leather, nylon twill, cotton gabardine, and Oxford canvas. You can expect items with patterns to be seasonal with a feature on Autumn designs.
Hit actress Zooey Deschanel is one of the brand ambassadors for the new line. You can shop her favorite items, but don’t expect them to be easy on the wallet. One of the biggest complaints we’ve seen on social media is regarding the pricing and how Vera Bradley is trying to keep up with high-end designers instead of marketing to its loyal fanbase.
“If I wanted to spend that much on a bag, I would go to the luxury brands that have been doing this for years. Whoever made this decision has no understanding of Vera Bradley’s customers. Personally, the brand has been going downhill for a while, but this will be the end of what used to be a great company.”
Are you a fan of this rebrand? We’d love to hear your thoughts!
Not paying for Vera Bradley’s new items? Shop our Women’s deals for affordable finds!
I am personally not a VB fan. But I definitely could see the point of the outcry. These new ones are just like so many other cheaper items out there.
Very upsetting to hear.
The reason they are so popular is the iconic quilted design and multiple pockets and choices. I won’t be buying anymore and been a customer for probably 20 yrs.
I used to have so many VB bags it was hard to keep count. Next when I heard about their overseas sweat shops I got very upset. Then their quality went way down and prices went up, not to mention their styles changed all together. I stopped looking, taking an interest, and buying. As a matter of fact, I got so mad and disappointed that I gave all the bags I collected over the years to the Good Will and never looked back. They should have kept what they had all those years ago.
Wow heard Vera Bradley was revamping their line not happy I can’t even begin to tell you how many bags etc I own In fact just got back from vacation using one of their bags as a carry on and another as a crossbody I love the various patterns and style of their bags and other merchandise It just might be over for me with Vera If I am going to buy high end brands there is always Coach or Switch to a brand called LUG
Hello Tobie, yes I have the same thoughts. I have bought several Vera bags all styles last three or so years but not lately. Prices are too high, quality looks bad and styles are horrible. You mentioned Lug bags,they are nice but their prices are going crazy too. They have an app called LUGLIVE which has sales on their bags, accessories, etc up to 70 percent off. Quality is good never had an issue, I have about 20-30 bags and other items like wallets. They have free shipping sometimes too.
They need to do something because their sales are down. The younger generations don’t like Vera Bradley as it is, if they don’t change something they will go under.
👆This. It’s the younger generation not liking the style.
The prices could be a problem, though🙄
Yup…I alwsys thought VB was for the ” older” crowd.
I am in my 50s and always associated VB with my Mom and Grandmother’s generations. Never been my style, but I can empathize with those that have loved it for years.
VB should have kept the usual products and ADDED a bespoke line to see how it did. It was a missed opportunity that would have brought in newer clients and still keep its original fan base.
I never liked VB it looked like diaper bags. however yet another fashion company is selling crap for a lot of money and relying on the heritage of the name. Calvin Klein,Anne Klein,Karl lagerfeld,coach,Kate Spade just to name a few. these brands were sometimes really nice…like 20 years ago.i buy very little now and tend towards jeans brands because I don’t feel like they are ripping me off.they can keep their schlock.
Meh. Nothing thrilling and way too pricey! I’m not going to buy a small crossbody from Vera Bradley for $110! It’s just basic. Boo.
Ouch! $90 for a wallet. no thanks.
I LOVE the new rebrand and will definitely be purchasing a few. On Instagram, the comments were divided about 50-50 love vs. hate (the hate comments were just much, much longer).
Just another example of destroying and eliminating something classic in our society, and it’s honestly disheartening and feels foolish to raise prices in the midst of inflation being so high. Thumbs down, VB!
I LOVE THE NEW BRANDING
It makes absolutely no sense why they went with such a limiting crossbody strap length. Give us a 55-56” adjustable strap. Those who want a shorter length could adjust it. But there’s nothing I can do to make a 44” strap work for me. The thin rope friendship bracelet inspired style of strap is a no-go for me regardless of length. Those weren’t comfortable back in the day and they would definitely be much less comfortable for me now. I hope they eventually add at least one crossbody with a strap and style that will be more universally comfortable.
Thank you so much for sharing! I was waiting for a Disney wristlet to go on sale and it’s not on their website or on the disney store’s website. Luckily I was able to find it at the paper store and they had it for 25% off. So sad they decided to go this way!
You’re welcome, Megan. 💗 Glad you were able to find a print you were looking for – and on sale!
I’ve had Vera Bradley bags off and on since I was a child. I’m not happy at all about the change, but on the plus side I needed to stop buying new pieces anyway and use what I have!
The rebrand is a complete disaster. Trying to appeal to a new crowd while alienating your very loyal fan base is a very naive. Extremely naive! Then to jack up prices like a designer brand that’s just stupid!! They had a huge fan base – now they don’t.