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Vera Bradley to South Korea
Transcript of Vera Bradley to South Korea
Per Capital (United Nations):
50 million (total), 10,422,426 (Seoul)
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
Middle to higher income
Interested in foreign brands
Production located in South Korea
Believe brand will fit Korean style
Brand success in Japan
Kristin Merritt, Tiffany Shapiro, Xinyu Huang, Charlene Haddad
Emphasis on funky patterns and bright colors,
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
Similar to Japan
Preference of western products
Part of production is located in China