The duo named the company after Baekgaard's mother who worked for them as a sales associate until her death in the 1990s.īut their bags really took off on the American college campus.
In 1982, Baekgaard and her co-founder Patricia Miller started their business when they noticed how drab all the luggage in airports was. This kind of loyalty and pride is earmarked by ten traits customers associate with a brand, including a link to strongly held values, using the brand to express current and desired self-identity, an emotional bond, frequent thought and use of the product, and using the product over an extended period of time. Vera Bradley is a case study in "brand love," a term used to describe the emotional connection customers have to a brand as described by three University of Michigan professors Rajeev Batra, Aaron Ahuvia, and Richard Bagozzi in a 2012 Journal of Marketing article. The medium travel duffle bag in Butterfly By pattern. "You could really say we start at birth because so often maybe their first bag might be a Vera Bradley baby bag," she told Insider. She explained how the brand gained popularity on college campuses and grew an ever-expanding network of fans.Ĭustomers often tell Baekgaard that their first Vera Bradley bag was a gift from their godmother or grandmother. Prices are attainable, from $30 for a cellphone bag to $330 for a suitcase.Ĭofounder and former president, Barbara Bradley Baekgaard, invested $500 to launch the business, now a $468 million publicly-traded company, and she is one of the 100 richest self-made women in the US with a net-worth of $210 million, according to Forbes. They are not high-fashion, nor do they try to be. They have nostalgic charm - some resemble a classic paisley bandana, others a Southern floral quilted throw on your grandma's chair. Vera Bradley bags are easy to recognize by their loud, cheery, and often mismatched prints. One of my high-school friends claimed a specific java brown and turquoise blue pattern was her colorway and added another duffle bag, purse, or wallet to her collection every birthday or Christmas. There's a certain quilted, paisley tote bag you can't miss when you walk into almost any US airport or women's Main Street boutique. Many customers formed friendships and connections through the bags they carried, Baekgaard said.Cofounder Barbara Bradley Baekgaard explained how the brand took off on American college campuses.Vera Bradley bags are easy to recognize by their loud, cheery, and often mismatched prints.Account icon An icon in the shape of a person's head and shoulders.
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