Case Study: Vera Bradley's VB Cloud
Have you ever wondered what it feels like to walk on a cloud?
In this marketing case study, I’m sharing how Vera Bradley successfully branded and marketed their new shoe line.
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You may know Vera Bradley as the maker of handbags - of which I have many - but they also manufacture home goods, dog accessories, and more.
Now they’re branching into footwear, which they call the VB Cloud.
I’ve been in the market for a pair of slip-on shoes, and as a Vera Bradley fan, I was intrigued.
The shoe is made with the company’s performance twill, water repellent fabric, which I and Vera Bradley customers are already familiar with. And because it’s Vera Bradley, you know the shoe is going to be cute.
But there are many companies who specialize in shoes and have slip-on options, so why buy shoes from a “handbag company”?
Because they’re positioned as the most comfortable slip-on on the market.
They literally describe the shoe as “walking on a cloud,” and everything from the marketing materials to the shoebox uses that imagery.
The shoebox also shares features that most other slip-on shoes don’t offer, including machine washability.
But what caught my eye was “travel ready.”
If you’ve ever flown in an airplane, you know how stressful airport security is. Part of that is hassle of having to take your shoes off.
By adding “travel ready” with a plane icon to their shoebox, Vera Bradley identifies that pain point and allows the customer to imagine the ease of slipping these shoes on and off through airport security.
So not only is Vera Bradley differentiating it’s shoes from the market by emphasizing their comfort, they’re also solving pain points most other shoe companies haven’t considered.
And yes, these shoes really do feel like you’re walking on a cloud. ⛅️
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Learn how to create a brand your customers will relate to, as well as how to identify their pain points in my Marketing 101 online course. 😉
Psst! I’m a Vera Bradley Ambassador! Use code MISSMEGABUG10 at check-out for 10% off your Vera Bradley order. Exclusions apply.
(The above is an affiliate link.)
