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 VERA BRADLEY "RETIRED" " ALPINE BLACK" GRAND TRAVELER , GREAT CONDITION US $121.50
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 Vera Bradley Honor Roll Frill Baroque Travel Tote Bag NWT Retired US $29.95
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 NWT VERA BRADLEY TWIRLY BIRD NAVY RETIRED LARGE DUFFEL TRAVEL WEEKEND GYM BAG US $89.99
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 VERA BRADLEY "NIGHT and DAY" LAPTOP BACKPACK ~~~"RETIRED PRINT"~~~ US $79.95
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 VERA BRADLEY TWICE as NICE COSMETIC CLUTCH in "FOLKLORIC" *"RETIRED PRINT"* US $33.95
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 VERA BRADLEY TWICE as NICE COSMETIC CLUTCH in "BOYSENBERRY" *"RETIRED PRINT"* US $33.95
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 Vera Bradley JAVA BLUE Retired WEEKENDER Travel Duffel Bag - $0 S/H US $139.00
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 VERA BRADLEY Vera Bag BOTANICA Retired, New with Tags! US $84.95
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 VERA BRADLEY Extra Large Vera Bag LOVES ME Retired, New US $84.95
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 Vera Bradley Retired Rare Medallion Large Duffel Bag! US $159.00
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 Vera Bradley Retired Villa Red Small Duffel Bag US $99.00
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 VERA BRADLEY RETIRED LAPTOP BACKPACK IN PURPLE PUNCH NWT US $92.00
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 VERA BRADLEY RETIRED LAPTOP BACKPACK IN SYMPHONY IN HUE NWT US $92.00
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 VERA BRADLEY RETIRED LAPTOP BACKPACK IN TWIRLY BIRDS PINK NWT US $92.00
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Vera Retired
My new Vera Bradley Bag With Soon to Be Retired Pattern!
Vera Wang and Kohl's - Brand Suicide or Masterful Marketing?
The new 'cheap chic' fashion line from Vera Wang, called "Simply Vera" is slated to hit Kohl's 800-some stores and its website in early September 2007. This is a major effort for Kohl's, supported by an 8-page print ad in leading fashion publications, a Times Square billboard in association with New York's fashion week and thirty-second television spots.
This is also a turning point for the Vera Wang brand. Pundits are lining up with doom-and-gloom predictions about Vera Wang's descent to the masses and its subsequent loss of luxury allure. But my response to the ney-sayers is "Get over it."
Today's shopper is too savvy. They won't confuse the more affordable $100 items in the 'Simply Vera' line at Kohl's with the upscale ready-to-wear line at Neiman Marcus, Nordstrom, Saks Fifth Avenue and other luxury retailers.
The mistake so many of the Vera Wang-Kohl's critics make is to assume that only middle- and lower-income shoppers are drawn to Kohl's. But the facts speak for themselves: Many high-income luxury shoppers also frequent discounters and the mass marketers looking for bargains. In Unity Marketing's latest survey of luxury consumers, over one-fourth (26 percent) of luxury shoppers shopped in Kohl's in 2006, which is more than shopped at Nordstrom (23 percent), the top ranked luxury retailer. (see Unity Marketing's Luxury Report 2007, unitymarketingonline.com/cms_luxury/luxury/Luxury_Report_2007.php )
Vera Wang's branding strategy for the future - Target the Young Affluents, the Want-It-All Generation
The Vera Wang partnership with Kohl's aims squarely at the most promising opportunity in the luxury market today - capturing the loyalty of the young affluent market - who will become the core of the luxury market in the near future as the Baby-Boom generation starts to retire.
Taking a luxury brand and spreading it across a wider spectrum of price points is a key branding strategy to target the young affluents. In a Unity Marketing study of the 40 year old and under luxury consumers, called Generations of Luxury, we found that the younger affluents, despite their high incomes, are far more frugal in their day-to-day purchasing than the more indulgent older affluents.
The young affluents are called the 'Want-It-All Generation because they have a ravenous appetite for the good life and spend freely for luxury goods and services, spending nearly one-third more on luxuries than the over 40 year old luxury consumer in 2006. At the same time, their luxury shopping list is far longer than the Baby Boomers'. Their high incomes have to stretch further, so the young affluents, in particular, are drawn to mass merchants and discount venues where they can search out the best-for-less.
The luxury market will become more competitive in the near future, as today's Baby Boom generation passes into their senior years. Luxury brands that don't make the transition to the young affluents will be left out in the cold. The Vera Wang partnership with Kohl's is perfectly positioned to build loyalty among young affluents for the Vera Wang brand that will translate into more future sales of the upscale Vera Wang ready-to-wear line. Targeting the young affluent market is the big opportunity -- and challenge -- for luxury marketers worldwide.
Pamela N. Danziger is a nationally recognized expert specializing in consumer insights, especially for marketers and retailers that sell luxury goods and experiences to the masses or the ‘classes.' She is president of Unity Marketing, a marketing consulting firm she founded in 1992. http://unitymarketingonline.com
Advising such clients as Cartier, PPR, Diageo, Stearns & Foster, Waterford/Wedgwood, Prudential Fine Homes, Ritz Carlton, Orient-Express Hotels, The World Gold Council, The Conference Board and American Express, Danziger taps consumer psychology to help clients navigate and master the changing luxury consumer marketplace.
In recognition of her ground-breaking work in the luxury consumer market, Pam received the Global Luxury Award presented by Russian Harper's Bazaar for top luxury industry achievers in 2007.
Her latest book is Shopping: Why We Love It and How Retailers Can Create the Ultimate Customer Experience, published by Kaplan Publishing in October 2006. H
About the Author
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