Today, we officially welcome Purple Punch, Sittin’ in a Tree and Poppy Fields to our list of colors that are featured in the Sale section. (As well as the styles Lisa B, Morgan, Reversible Tote and Maggie.)
Which begs the question: How do we decide which and when colors will move from the regular lineup to the Sale section? We asked Monica Edwards, Senior Director of Marketing and Communications, and Chris Jones, Senior Director of Merchandise Management for the scoop.
Q: How do you determine when it’s time to move a color to “Sale” or remove a color from the product line?
A: We listen to consumers in order to determine which patterns are still their favorites and when they decide to move on to something new. Our forecasting team looks closely at styles, colors and the buying habits of Vera Bradley fans across the country to determine if and when a color moves into the Sale section.
Q: How do you predict what is or will be popular?
A: Trend research helps our Product Development team determine which colors and styles might be most popular in an upcoming season. These trends then help our Merchandise Management team forecast when a color or style will be most popular, or when we think Vera Bradley fans will be ready for something new.
Q: What’s the approval process for a change in a color’s status?
A: Our Merchandise Management team will make a recommendation to various departments of the company, such as Direct and Indirect Sales. We then work collaboratively to determine the best time to put styles and colors on sale.
Q: What role do fans of Vera Bradley play in the process?
A: We look closely at what fans are buying across the country to help us determine what will be most popular in a season.
Q: Will you ever bring back a retired color?
A: At this time, we do not have plans to bring back any old patterns. Our design team has so many great ideas for the future, that they can’t envision going back into the archives … But we never say, never!
Q. Does this mean these colors (Purple Punch, Sittin’ in a Tree and Poppy Fields) are now retired?
A: A color or style is only officially “retired” when we completely remove it from production, which we have not done with these.
Q: Just out of curiosity, how has Java Blue remained available for so long?
A: Java Blue was one of our fans’ all-time favorites. For years, they loved it. We saw it being worn year round, and we heard from fans that it was the combination of cool turquoise and warm, deep earth tones that made it so appealing. It will go down in history as one of the most popular patterns of all time!