If you look around campus you will see a plethora or girls sporting, the colorful and quilted Vera Bradley backpacks. In airports you see women carrying around Vera Bradley luggage while traveling from place to place. Unfortunately, you don’t see girls carrying these quilted bags around on the town and that is something the company wants to change.

Vera Bradley is trying to target a specific type of woman, a woman they have named the “Daymaker.” According to CEO, Rob Wallstrom, a Daymaker “strives to make her day and the days of others” and that they are “joiners” not loners.

They are trying to make the term “Daymaker” an everyday term that women will start to label themselves as and show their bags as a versatile, everyday bag that these women can bring along to any occasion they may run into in their busy day-to-day lives.

The company has decided to go with this colorful rebrand after seeing decling sales over the past few years, but hopefully, this new PR move will allow Vera Bradley to get back to the big numbers they’re used to seeing.

 

 

source: http://www.buzzfeed.com/sapna/vera-bradley-wants-women-who-are-daymakers#.snJMwOD8BL