35. [Shoptalk Fall] Vera Bradley's CMO, Alison Hiatt: "Rebranding can be exhilarating and terrifying at the exact same time"

OFFBounds

In this episode of our new Retail Innovation Series with OFFBounds and Shoptalk Fall, I sit down with Alison Hiatt, the Chief Merchandising and Growth Officer at Vera Bradley, who stepped into her role in 2023 with the mission of leading a rebranding and turnaround for the beloved American brand.

Known for its vibrant, patterned bags, Vera Bradley had touched the hearts of many since the 80s but struggled to stay relevant with newer generations. Alison shares her journey of taking on this challenge, discussing the brand's rich heritage, the strategic decisions behind the rebranding efforts, and the innovative approaches being implemented to reconnect with both loyal fans and new customers.

We delve into the importance of authenticity, the cultural shifts within the company, and what this transformation means for the future of Vera Bradley. If you're interested in the intricacies of brand revival and what it takes to refresh an iconic name in today's competitive market, this episode is a must-listen.

Don't forget to join us at Shoptalk Fall in Chicago, where Alison will share more insights on stage.

20% Discount for Brand & Retailers
20% Discount for General Attendees

Timestamps:
0:00 Introduction
1:02 Why Alison Accepted the Challenge for This Rebranding
3:34 The Process of Rediscovering the Brand
6:40 Understanding the New Customer
8:20 Changing Everything at Once
10:50 What People Should Feel When They See The Brand
13:10 How to Change the Culture
15:36 The Metrics and User-Generated Content
19:51 Shoptalk Fall and Gender Parity
21:34 Passionate About Marketing
24:00 What Makes a Good CMO
26:02 A CEO Alison Admires
28:12 Advice To Someone Who Is Starting
29:25 Final Remarks

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Studio: Podstream Studios
Production: Paula Macaggi
Edition: Bicho de Goiaba
Research: Lia Cabrini
Design: Gabriel Fischer
Partnership: Shoptalk Fall