Vera Bradley’s CEO and CMO on the 'fine art’ of transforming a 42-year-old brand

Last week, for the first time in its 40-plus-year history, the bag brand Vera Bradley revealed a 360-degree rebrand. Updates include a new logo, new products, new in-store and online experiences, and a new ambassador: actress and singer Zooey Deschanel.  Days prior, Glossy sat down with the company’s president and CEO, Jaqueline Ardrey, and CMO, Alison Hiatt, to discuss how the brand’s fresh look and feel play into the Project Restoration growth plan set by Ardrey last year. They also shared the challenges of reaching new audiences while retaining existing customers, and making big changes under the watchful eye of investors as a publicly traded company.