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How Vera Bradley Created Its New VB Cloud Footwear Assortment – Footwear Information

For the Vera Bradley model, patterns are a mirrored image of persona. And the label’s followers now have one other car to precise who they’re.

Final month, the favored life-style model made its first foray into what chief inventive officer Beatrice Mac Cabe calls “true footwear” with the VB Cloud assortment. The road launched with 4 slip-on footwear that includes water-repellent uppers, reminiscence foam insoles and molded arch helps. And this week, in time for the vacation season, Vera Bradley expanded the choice with the addition of a mushy, fleece-lined mule.

Greatest identified for its luggage and equipment, Vera Bradley has dabbled in footwear through the years. It provides slippers and flip-flops as a complement to its dwelling items, and it debuted a multi-season collaboration with Crocs in 2019. However for this new initiative, developed in-house, Mac Cabe mentioned the model took a really intentional strategy. “We speak about being a really data-driven group, so this launch has been knowledgeable by our buyer and what she’s searching for,” she mentioned, including that attire and footwear are the 2 classes that clients say they need extra of from the model.

The Vera Bradley group spent 4 years creating the footwear assortment, beginning with an intensive listening interval and focus teams with clients. “The primary 12 months and a half was actually pulling collectively all these buyer insights and searching by way of numerous iterations when it comes to sketches, after which going again to the shopper and saying, ‘Right here’s what we heard from you. Is that this what you’re pondering?’” recalled Mac Cabe.

In the end, the purchasers requested for a shoe that was purposeful, light-weight and informal, however fairly sufficient to put on anyplace and nonetheless look put collectively.

A head-to-toe look from Vera Bradley.

CREDIT: Courtesy of Vera Bradley

For the following stage, Vera Bradley’s footwear specialist, Roy Yun, needed to translate these concepts right into a design, whereas staying true to the model ethos. “We have now a shopper profile that may be very a lot consolation pushed, aesthetic pushed, value pushed, and we have now to attraction to her sense of complete being,” he mentioned. “While you seize all that with the prints, the small print, the within magnificence, the outer magnificence, and you set it along with know-how that’s comprehensible, I feel it’s an excellent recipe for fulfillment.”

He identified that whereas the VB Cloud assortment does characteristic sneakers, Vera Bradley isn’t an athletic model, so there was no must develop cutting-edge improvements. “I’m not going to make use of Adidas as my benchmark as a result of that’s not the shopper we’re going after,” Yun defined. As an alternative, he tapped into present supplies and applied sciences with efficiency capabilities.

As soon as the samples had been in-house, Vera Bradley started put on testing the footwear internally and with clients, with assist from Greg Jaeger, director of PR and social media. As a part of that course of, he mentioned the model shared the footwear with well being care staff, hairstylists and different professionals who spend plenty of time on their toes. “We acquired plenty of nice suggestions from them,” Jaeger mentioned. “It’s an excellent shoe to put on for 10 hours a day and stand in your toes.”

Total, he mentioned the model has been happy by the response for the reason that launch, although stunned at a number of the outcomes. “We thought the black and navy types would promote at a better price, however our buyer actually loves their patterns,” Jaeger mentioned.

Vera Bradley VB Cloud Sip-On Shoes

The VB Cloud Cozy Mule launched in time for vacation 2022.

CREDIT: Courtesy of Vera Bradley

The VB Cloud footwear can be found for buy in girls’s sizes 5 by way of 11 on and in Vera Bradley shops. Costs vary from $70 to $80.

Waiting for spring ’23, McCabe mentioned there are plans so as to add sporty sandals to the VB Cloud line, however in the end the model will deal with introducing new prints and patterns to the footwear assortment quite than plenty of completely different silhouettes.

“We would like her to get very snug with this footwear and proceed returning to us for the reliability, the consolation and hopefully the brand new patterns,” she mentioned.

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