Gen Alpha’s definition of “preppy” revived Vera Bradley. The Millennial classic underwent a rebrand this year, after rising to renewed popularity on second-hand sales platforms and social media. It sparked a two-fold interest the brand has leaned into: Millennials are bringing their old bags out of the attic and teens are jumping at new designs. Because while it resonates with the typical “prep” look of Y2K, Gen Alpha’s maximalist, bright, playful “prep” aligns, too. The rebrand includes collaborations with Urban Outfitters and even the new Wicked movie, showing a new gen the brand gets their culture. And the price tag makes it a brand they can purchase from more than once, changing their style with the season or their latest aesthetic, which is key for young consumers. (Elle)
📊 YPulse data: 45% of 13-17-year-olds look to social media for fashion inspiration
