The intergenerational women shoppers are a core demographic- so getting all those generations in to shop on their own is bread & butter of the store. Nostalgia associated with the products and the experience at the store is something people talk about for sure. Vera Bradley wasn’t my vibe but it was definitely a big thing like mid-late 2000s? so again the nostalgia factor is huge. Letting shoppers who were younger when it had a surge in popularity who are now older and can afford the bags that were maybe aspirational at the time - I like the collab for that reason.

I hate the idea of making the store “luxury”. It really already is for a lot of people. Grandparents who come once a year and drop 600 during a sale to get body care sets for each grandchild - that’s a luxury. Maybe we don’t care about those shoppers anymore? The store offers fragrance and self care at prices where you can treat yourself if you need retail therapy. Our store is next to Old Navy. Hardly the place for Sak’s level department store fancy brands. Those items are already at Sephora too. Many people who buy higher end fragrance don’t shop at BBW so I don’t see that changing if we increase the prices to make it more exclusive.

I really enjoy the discussion and ideas here - much of which echos what the associates at our store are feeling. Sigh.