Vera Bradley Case Summary

Words: 353
Pages: 2

During the years of 2010 to 2013, Vera Bradley seemed to be in line with its’ competitors until 2014, that is when their meteoric growth stalled. One of the main issues was that Vera Bradley traditional products were not attracting enough new customers. Big competitors such as Michael Kors, Coach, and Kate Spade who were all well-known and popular made it hard for Vera Bradley. Vera Bradley had a strategy plan which appeared to match the company’s external and internal conditions, but provided little uniqueness since the rivals were using similar strategies. Vera Bradley is not producing different products, which is not attracting new customers nor satisfying the existing customers.
Revenue slipped only 1% in 2014, but net income was increasing