Follow Vera Bradley's Lead and Charm Your Customers
While it's not quite “Tis the season” for consumers, it is for many cross-channel retailers, as they're in the thick of putting the final touches on their gift season from a product development and presentation point of view.
Do you remember hanging your stockings by the chimney (or large-screen TV) with care? Perhaps your family’s stockings have been handmade or passed down from generation to generation, or are simply ones that your kids just had to have emblazoned with Elmo or Toy Story characters. Having merchandised both trendy and traditional holiday gift items and decorations for many years, I’ve learned that stockings are quite personal.
That's why I applaud the merchants at Vera Bradley for creating one of the best “on brand” holiday products I’ve seen in a while. Known for its signature quilted fabrics in various bright and bold hues, Vera Bradley accessories are often found under the tree (e.g., weekender travel bags, backpacks, purses), or even tucked inside stockings (e.g., clutches, stationery items, checkbook covers, wallets).
Last year Vera Bradley decided to take it to the next level and charm customers even more with their very own branded stocking. For Vera Bradley aficionados — and there are many — this couldn’t be more attractive. What grown woman doesn’t need a new stocking? And in her favorite colorful quilted pattern, too.
Charming customers comes naturally to some brands. I find the most thoughtful and intentional merchants are often customers of their brand and, therefore, intimately know what would tickle and delight their customers. Products that make customers smile often aren't so big, impulsive or expensive. These Vera Bradley stockings fit the charm bill, and at only $22 each are certain to provoke holiday chatter!
When is the last time Prince (or Princess) Charming visited your brand? Are there intentional efforts made by your product development team to create items that both captivate your customers and leave them with a brand memory? If not, what are you waiting for?