There’s a new “It” bag.
It’s not trimmed with sequins or gold zippers. It doesn’t cost $400. Paris Hilton has never been photographed carrying Tinkerbell in it. The tiny label on top of the hidden inside pocket doesn’t contain the words “Coach,” “Louis Vuitton,” or “Fendi.” They’re not hard to find, either. They can be seen slung over the shoulder of a soccer mom, next to the Yankee Candle display at a country store, and now, schlepping around girls’ books on the Plymouth campus.
Welcome to the age of Vera Bradley, which used to be about 50-years-old red hat sociecty ladies. While these soft, printed bags have been a favorite of middle-aged women everywhere for years, the bag seems to have now infiltrated into the 20-something demographic. “They’ve just become really popular, especially this year,” said senior Ashley Wentworth. “I got mine two years ago. I just like the colors and they’re very durable.”
As popular as they are, not everyone understands their intrigue, especially males. “They’re so ugly,” said Steven Scouras, a senior. “They remind me of my grandmother’s potholders.” Others agree that Vera Bradley’s may be meant specifically for older women. “I wouldn’t buy one for myself,” said senior Alisa Buckley, “although I would get one for my memere!”
While many may argue over the questionable style factor of a Vera Bradley bag, girls carrying them are most likely in the dark over the origin of their patchwork purses. The company was started in 1982 by neighbors Barbara Baekgaard and Patricia Miller of Fort Wayne, Indiana. The two bonded over a love of fashion and a mutual concern that women didn’t have enough options for pretty, but practical luggage, particularly for business trips. They started with $500 and decided to use Baekgaard’s mother’s name for their product, Vera Bradley. At first, they marketed their soft quilted bags to local stores, but as demand grew they began to hire seamstresses and business managers. The women sought help in SCORE, a company that helps counsel small business owners who may need help with their startup. According to Score.org, “in just three years, the firm topped $1 million in sales and has enjoyed steady growth ever since.” Today, the Vera Bradley corporation employs 75 people and offers over 800 different products to choose from. Their merchandise is carried by thousands of stores in America and overseas.
For the past 20 years, the trademark Vera Bradley patterns have mainly been seen on purses and luggage. However, other companies have already caught the Bradley bug. Sadek, a tableware and accessory store, now features the Vera Bradley My Home Collection, which features plates, mugs, and lamps inspired by the patterns. Lifeguard Press, a stationary company, features a line of cards, journals, photo albums and calendars that resemble the bags. The bags themselves have a quilt-like feel to them, so it only makes sense that Peacock Alley, a luxury linens company, would have a line of Vera Bradley bedding. For the ultimate fan, there’s also a carpet and upholstered furniture line, all emphasizing the signature patterns.
While it seems that Vera Bradley’s are slowly taking over the world (or at least the shoulders of female students at PSU), they don’t come cheap. Even though the bags appear they’ve been knitted by a grandmother, a 13″ by 11″ bucket tote goes for a cool $55, while the pricier luggage items range from $150 to $340. There are almost 20 different colors to choose from, featuring patterns from paisley to plaid. And don’t forget a girls’ best friend! Puppy products are available as well, from a $15 collar to a “pet porter” carry bag for $97.
So what is the appeal of these seemingly simple, quilted carry-alls? Like any “designer” bag, the initial appeal seems to be the price. Since the bags are so pricey, girls carry them almost as if to prove that they have enough money to afford one. While it seems ridiculous to pay $50-$70 for a bag just to carry books in that’s going to be thrown on the floor from class to class, most of them are 100% cotton and can be thrown in the washer and dryer when needed.
Another explanation for the trend may be that the bags themselves are different (that is, until everyone has one.) Perhaps the reason for their uniqueness is because no one has seen paisley as a fashion “do” since 1979.
“Now that everybody on campus has one, I feel better about having one,” said Ashley Edney, a senior. “When I first got it, my best friend told me it was ugly. Now that everyone has them, I’m glad to see she was wrong!” When seeing the bags at first, they don’t appear to be something that younger women would be interested in. While Bradley bags could be responsible for ending ongoing fashion misunderstandings between mother and daughter, it’s hard to imagine that a home-ec style purse could ever be “in.” While many girls are falling victim to another trend that will most likely be passé within the next year, others refuse to get caught up in the Vera Bradley craze.
“I wouldn’t buy one of those,” said junior Emily Scott. “Just because someone said they liked it and it made other people want them and now everyone has to have one just like everything else.”