Vera Bradley will join a fraternity worth over $4.5 billion by introducing a five-option accessory line featuring the names of the nation’s top colleges. A money gulping sector, collegiate apparel has sought the attention of many companies, like Carhartt, Dockers and Dooney and Burke (pictured below), whose product specialties and target market cater to non-sports adorners.
Amidst the industry’s boom, Vera Bradley will offer a quintuplet of products – a tote, a backpack, a duffel bag, a cross-body bag and a wristlet – to blend into the female population of college campuses. And valued already by women of all ages, Vera Bradley’s collegiate edition accessories will further boost their revenue of $509 million of the 2015 fiscal year.
By striking a deal arranged by IMG College, who later briefed College Licensing Company about Vera Bradley’s agenda, rightful permission was granted to use the following school logos on its merchandise: Alabama, Arkansas, Georgia, Indiana, Kansas, Kansas State, Kentucky, Louisville, LSU, Ohio State, Stanford, TCU, Tennessee, Texas Tech and USC.
After a successful launch with its 17 universities on its list last year, Dooney and Burke is adding another 15 schools, whose insignia will be plastered on D&B’s 15 products of handbags, accessories and totes.
D&B’s decision to approach branding within colleges comes after it opened the door into selling products within Major League Baseball, which resulted in a healthy campaign financially.
Dooney and Burke’s list of participating institutions: Alabama, Arkansas, Auburn, Baylor, Clemson, Florida, Florida State, Georgia, Georgia Tech, Iowa, Kansas, Kentucky, LSU, Miami, Mississippi State, NC State, Nebraska, Oklahoma, Ole Miss, Oregon, Penn State, South Carolina, Texas, Texas A&M, Texas Tech, UCF, Louisville, UVA, Virginia Tech, West Virginia, Tennessee and Ohio State.
*Featured Photo (above) credit to Vera Bradley