Brands Briefing: Shoulder bags and TikTok Shop are powering Vera Bradley’s latest turnaround

Vera Bradley, the 44-year-old accessories brand, has announced a new turnaround plan called "Project Sunshine" that is finally paying off. The company reported its first quarterly revenue growth in nearly five years this summer, driven by efforts tied to the plan. Key to the strategy is a return to the brand's whimsical, colorful roots and a focus on shoulder bags.

Vera Bradley has also developed personalized bag charms, invested in social and digital channels, and added velvet, corduroy, beading, and ruffles to appeal to younger consumers. The brand has seen success with personalized products, such as its bespoke collection of 50 bags released in March. "Project Sunshine" aims to sharpen the brand for today's consumers, restore profitability, and resonate better with younger shoppers.