lilly pulitzer presentation

The History of Lilly Pulitzer

1952: The Pulitzer’s eloped and moved to Palm Beach 1959: Opened a juice stand and created the shift dress1962: TIME photographed Jackie Kennedy in the shift dress1964: Elite families of Palm Beach photographed in Lilly Pulitzer 1982: Company filed for bankruptcy1993: Sugartown Worldwide brought the company back to life2010: Oxford Industries acquired the company2013: Lilly Pulitzer passed awayApril 19th 2015: Target collaboration launches

Target Market

Target Market

Demographiccharacteristics

Strictly femaleRecent college graduates, young mothers and their daughtersHigh income

Geographiccharacteristics

Stores restricted to the U.S., with two signature stores in CanadaSeasonal clothing skews consumers in sunny places“Just like Lilly, her friends followed the sun”

Psychographic characteristics

Lilly girl who’s always happyThe preppy, main line, “Palm Beach dream”

ProductPlacePrice

Promotion

Four P’s

Product

• High Quality and well made for affluent women • Dresses and other apparel, accessories—bags,

necklaces, sunglasses, scarves, shoes—and sorority items

• Vibrant, floral patterns• Sense of pride

Place

• Southeastern Region of United States

• Brand store vs. Signature store

• 23 brand stores as of 2014 and 70+ Signature stores

• Online access• Connection through online

orders

Price

• Dresses:$88-$348• Apparel items:$34-$348• Accessories:$6-$198• No discounts/coupons due to

annual sales

Promotion

• Advertises through Facebook, Twitter, and even Snapchat

• Endless Summer Sale in August, After Party Sale in January, and Warehouse Sale in June

Microenvironment

CustomersPublics

Competitors

Economic Natural

Macroenvironment

Customers

• The image of a “Lilly Girl”• Clothing consist of vibrant

colors and fun prints• Inspirational quotes and

pictures

Publics

• Publics can create a positive or negative reputation for the brand and the Target collaboration angered many consumers.

• #LillyForTarget

Competitors

• J. Crew and Vineyard Vines sells preppy clothing

• Lilly uses brand positioning to differentiate the company

Economic Environment

• Target collaboration will make the Lilly Collection more affordable.

• Gives customers the purchasing power

• Stores are located in “Tropical areas” such as the southeast region of the U.S.

• Limits customer base.

Natural Environment

SWOT Analysis

Strengths• Product Variety• Sorority Collection• Unique and Exclusive

branding

Weaknesses• Limited store access• Seasonal Dress wear

Opportunities• Partnership with Target

(affordable retailer)

Threats• Partnership with Target

(lose loyal customers)

Moving Forward

• Expand brand stores on the west coast and other resort destinations in the U.S.

• Strive to uphold the values of Lilly Pulitzer herself and not lose sight of her legacy