Environment

Vera Bradley is constantly changing and expanding their company. Their colors are always changing for the season and the new trends in their market. They have also have created luggage, all different types of bags, many types of different accessories such at journals and they have started to make clothing with their patterns. Vera Bradley is always changing and adapting to their product markets environment. They develop new products and new patterns to go along with the changing environment. This is one of Vera Bradley`s strong points.

Vera`s Positioning

Consumers wont find Vera Bradley at any store such as Target or Walmart. You will mostly find Vera Bradley at speciality stores or boutiques. By putting their products in these types of stores they are upgrading there product by just were you can buy them. Vera Bradley has a reputation as a high quality brand of bags and accessories and by putting them in not an everyday store influences there brand even more. You can also get there product from their online website, which sells only their products. Also on their website you can find information on all their current colors, new colors and retiring colors. By giving this information they are letting their customers in on the processes for the future of the company. They also have sent emails about previewing new colors and voting on favorite colors. By positioning their products in special stores, Vera Bradley has set themselves up for the type of customers they want.

Core Competency

One of Vera Bradley`s core competency is their patterns. Their patterns standout with their colors and design. They are not afraid to step out of the box with the bright colors and design. Their patterns are hard to copy, they are one of a kind. Another core competency is that they offer so many different types of bags, luggage and accessories from them. They have many different styles and they are available in most of their patterns. Vera Bradley is always coming up with new colors and patterns. They are also very good at promoting their online store, with sales and promotions. But what stands out most from the Vera Bradley company is their ability to stand out with their bright colors and unparalleled patterns for their products.

Mission Statment

Vera Bradley`s mission statement is very short, but direct. It gets right to the point and tells you, the customer, what Vera Bradley promises to uphold as a company. "Located in Fort Wayne, Indiana, Vera Bradley continues to remain steadfast in our commitment to excellent quality, exclusive designs and dependable customer service". It list the three main qualities their company wants to uphold. Their mission statement can be found at the end of the company`s story on their homepage. Vera Bradley tends to stand out because of the quality of their product and their uniqueness and standout designs. Their mission statement seem, to me, to support everything I, as a customer myself, tend to see.