Extra Credit Blog
Vera Bradley’s recent new advertisements to come back on top have might done the opposite. Recently Vera Bradley has been rebranding themselves trying to target a wider audience. Most of their styles and patterns reflect the 70’s bring back old school trends. To help push their new line they created a hashtag #whyitsgoodtobeagirl asking girls and mature teens why they enjoy being a girl. Some responses from customers, and Vera Bradley followers have been published as ads. People responded to the hashtag answering why they believe it is good to be a girl and others gave Vera Bradley backlash. The consumer target seems to be misunderstood, people are confused as to who they are trying to reach, young girls or adults. According to Jezebel, “The company saw huge losses last year in a 10.6 percent decrease in comparable sales. This year, they’re down by 6.1 percent so far. They’re not hitting with the precious millennial demo, who are not interested in wearing huge cotton quilted tote bags into meetings. This hashtag may be the result of confused ideas about what women between the ages of 25 and 40 are looking for, and that’s almost certainly not to be treated like girls”(Lutkin).