Vera Bradley Kicks Off Rebranding Efforts

Vera Bradley, Inc. VRA is stepping up its brand elevation efforts at a time when the back-to-school season is in full swing with just a week left for Labor Day.

Vera Bradley kicked off its new marketing campaign this past week, part of a broader strategy designed to elevate and reposition the brand.

The campaign focuses on engaging consumers (largely through social media) in sharing and celebrating the reasons "It's Good to Be a Girl."

In addition, the company revamped its logo, and opened its 6,000 square-feet Soho flagship store, which is situated on a highly trafficked section of West Broadway.

Commenting on the Soho store, Jefferies analyst Randal Konik said the "sleek, modern location features high-tech elements such as shoppable touch screens built into the wall, and houses an expansive product offering, including an entire wall of 'NYC exclusive' totes."

"The new 'It's Good to be A Girl" marketing theme was integrated throughout the store," Konik added.

Among other retailers, Konik said American Eagle Outfitters AEO has been driving the best traffic and conversion among the teen space as it offered BOGO 50 percent off the entire collection.

The analyst noted that Gap Inc GPS's Old Navy also saw a favorable response to its in-store promos this weekend, including $12 select adult jeans, 50 percent off tees, 40 percent off dresses, and 30 percent off all jeans.

Meanwhile, boutique operator Francesca's Holdings Corp FRAN continued run its 'Back to Campus Mixer' offering BOGO 50 percent off most categories, and also added 20 percent off dresses, shoes, handbags, and wallets.

Despite high competition, Konik thinks the "discounting environment is fairly rational for this time of year, as retailers have become more strategic around their promotional usage and inventories are generally well controlled."