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Vera Bradley to South Korea

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on 29 March 2014

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Transcript of Vera Bradley to South Korea

One of the fastest developed countries in Asia
GDP:
$1.13 trillion
Per Capital (United Nations):
$23,052
Population:
50 million (total), 10,422,426 (Seoul)
Median age:
Total:
39.7 years
Female:
41 years
Image by Tom Mooring

American design company and leader in fashion,
best known for their patterned bags

Wide range of products including quilted cotton
luggage, handbags and accessories

Known for releasing fun new colors and
patterns each season
Women, mid-aged
Middle to higher income
Fashion-oriented trendsetters
Interested in foreign brands
http://www.verabradley.com/
http://www.jetro.go.jp/usa/pdf/Vera_Bradley.pdf
http://hallyuuk.com/hot-korean-fashion-trends-for-women-springsummer-2013/
Production located in South Korea
Believe brand will fit Korean style
Brand success in Japan
Kristin Merritt, Tiffany Shapiro, Xinyu Huang, Charlene Haddad
Very Westernized

Emphasis on funky patterns and bright colors,
Floral, Geometric

Booming international luxury market

Opened first Japanese stores in March 2012 in Yokohama & Tokyo

The Japanese connected with the brand -- "Pattern and fabrics are upbeat, cheerful and fresh: they make people happy."

Japanese consumers are considered the trendsetters of Asia





Australia, Brazil, Canada, France, Germany, India, South Korea, Kuwait, Mexico, Russian Federation, Saudi Arabia, Singapore, Switzerland, United Arab Emirates
Canada, Japan

Taiwan
Similar to Japan
Preference of western products
Part of production is located in China
Full transcript