admin A decade ago, Lilly Pulitzer bright prints were everywhere on college campuses. The 2015 Target collaboration in New York’s Bryant Park drew huge Millennial crowds. That year, sales grew 22 percent. Today, fashion has moved on, and Lilly Pulitzer hasn’t. In an era of quiet luxury, their loud colors and patterns seem out of place. Last year, sales grew just 1 percent to $343.5 million.
Earlier this month, Lilly Pulitzer unveiled a new logo. It retains the signature bright pink but uses a 1950s-inspired typeface. This change is designed to connect with a new generation. But a new logo by itself isn’t going to cut it. Palm Beach, where the brand was founded 65 years ago, is emerging as a fashion destination. But its association with Donald Trump and Mar-a-Lago has made it a political topic.
The tastes of Gen-Z have taken over fashion. They go for neutral oversized blazers and baggy jeans instead of shift dresses. Lilly Pulitzer is courting its customers who loved the brand but haven’t bought anything in a while. The occasion wear market still shines bright, despite the current quiet luxury trend. In March, they collaborated with Badgley Mischka, offering pieces ranging from $400 to $700.
Kelly, the brand’s chief executive officer, acknowledges fluctuations in cultural trends. Yet, the approach is to be true to their identity while keeping an eye on the change. Palm Beach is emerging as a fashion destination; brands such as Hill House Home and Nili Lotan have opened stores. Plus, the 1960s Palm Beach style featured on Apple TV’s “Palm Royale,” bringing it back into the spotlight.
Lilly Pulitzer has a loyal following among all generations. Women of all generations like to shop at their events. This is a generational phenomenon, and the brand values that. Founded in 1959, the brand started as founder Lilly Pulitzer’s practical need. She was running a juice stand and needed bright dresses to cover up juice stains. These dresses became popular, and thus the brand came into being.
Though it’s known for its iconic image, more than 50 percent of new drops incorporate fresh silhouettes and products. That includes on-trend nylon belted bags and tiered dresses, focused on the new shoppers. Lilly Pulitzer was acquired by Oxford Industries in 2010 but is still headquartered in Palm Beach. History may be one of its greatest assets in tapping Gen-Z consumers, who prioritize authenticity.
According to Kelly, it’s the balance of paying homage to the past and moving forward. The new logo is part of a greater brand refresh in an attempt to make the brand more relatable to young consumers. Partnerships are an important part of their strategy. Since Target, the brand has collaborated with brands including Pottery Barn and Badgley Mischka. There’s also a new venture with Natalie’s Juice, in an attempt to make a nod to its origins.
Lilly Pulitzer is also focusing on DTC sales, with 85 percent of business coming from its own channels. The brand will be opening six new stores in 2024. It’s also expanding its presence on TikTok to connect with both new and returning customers. The brand’s rich history and new direction look to pique the interest of new customers while keeping loyalists happy.
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