 If you really look at the retailers who are doing well now, you've got two segments. You've got the value segment, and you've got brands who are really innovative. That's Jacqueline Ardrey, president and CEO of handbag and accessories seller Vera Bradley, who says innovative in this case is pivoting from trying to attract younger customers to now specifically going after older millennials and younger Gen Xers, mid-30s to mid-50s. As for why... That generation influences both her kids and her mom.