How Vera Bradley Translated Its Unique Aesthetic Into Its First ‘True’ Footwear Collection

For the Vera Bradley brand, patterns are a reflection of personality. And the label’s fans now have another vehicle to express who they are. Last month, the popular lifestyle brand made its first foray into what chief creative officer Beatrice Mac Cabe calls “true footwear” with the VB Cloud collection. The line launched with four slip-on shoes featuring water-repellent uppers, memory foam insoles and molded arch supports. And this week, in time for the holiday season, Vera Bradley expanded the selection with the addition of a soft, fleece-lined mule. Best known for its bags and accessories, Vera Bradley has dabbled in footwear over the years. It offers slippers and flip-flops as a complement to its home goods, and it debuted a multi-season collaboration with Crocs in 2019. But for this new initiative, developed in-house, Mac Cabe said the brand took a very intentional approach. “We talk about being a very data-driven organization, so this launch has been informed by our customer and what she’s looking for,” she said, adding that apparel and footwear are the two categories that customers say they want more of from the brand. The Vera Bradley team spent four years developing the footwear collection, starting with an extensive listening

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