Lily Pulitzer for Target

[Deleted]

I know there are threads downboard, but WDYT of this as a business idea? I was there this morning, at 8:30, because I liked the pink dress, had $300 in target credit from the discounts last thanksgiving, and needed some stuff there anyway, but the dress was long gone by then. I bought one blue shirt, then did my grocery shopping (which I otherwise would have done at Von's online), bought my office supplies (which I otherwise might have bought from Amazon), came home, and promptly started shopping for Lily Pulitzer at the Lily Pulitzer site.

Which makes this brilliant for both Target and Lily, right? I'm seeing lots of criticism of Target, for not limiting items/person, and for (it seems) deliberately under stocking, but I think this is a win for Target. A very deliberate one. They created a huge buzz, got people in the store, and got people looking at lots of other stuff they sell. And Lily manages to distinguish itself from the rest of the resortware industry.



Anyway, I had never looked at Lily Pulitzer before, but a lot of her stuff is cute and I am excited to try it.

[mmmomof2]

I know I've been looking at LP stuff on Nordstrom and NM today because I did like the Target line. I'll wait for a sale, but I do like a lot of it. Being in SoCal it wasn't quite on the front of my mind.

[snipsnsnails]

As a marketing strategy, I think the past decade or so has shown it's brilliant. And the best part is is because it's not about the monetary immediacy, it's about the establishment of cultural relevancy over the long term. Some of these things don't sell out, despite the perceived frenzy or, in reality, they're such a small part of Target's revenue, it's clearly just for the sake of great marketing.

And then you have collaborations like LP that do have an existing demo that is already fanatical. A partnership like this can't not create social media buzz.

[circa1978]

I agree with the approach for exactly the reasons you outlined. I bought Trina Turk for the first time after a collaboration with Banana Republic, then started paying attention to the "real" brand. I also think it is smart for the partnering guest brand, particularly with the Banana Republic example, where a group of younger customers have the possibility to become more affluent and "grow into" clothing lines from a designer with a higher price point. For Target, I think getting people in-store is key and also keeping its reputation for being the "upscale" version of a discounter.

[ECB]

I can see how it's a good idea from a business standpoint. And I have no doubt that if target does something like this again, people will respond. But I have a couple friends who went and they were disgusted by the behavior of some of the other shoppers and say they'll never take part in this kind of promotion again.

Clearly that won't hurt target but this promotion didn't impress everyone.

[thelurkylulu]

I was really disappointed in the Lilly for Target branding on the outside of the pieces. It wasn't nearly as noticeable on the stuff I grabbed for the girls, but I thought it was so tacky on some of the women's pieces I saw.

[gummybear]

I'm going to go to the warehouse sale this year for the first time ever. I avoided Target today but seeing the line made me look harder at the regular stuff. So I agree job well done!

[mmmomof2]

Even though it's positive for LP, for me it's a definite negative for Target. Their website is THE WORST in mass retailer history. Even now - there's no way to search for LP items that are actually available on-line. Yet all the adorable outfits are still there and it just makes me more mad that I don't have them! And letting people buy mass amounts of items when stock is already limited is a terrible idea. It makes their other consumers angry and then the mass purchasers sell it for a profit on ebay. I know Target still has me by the wallet because really what am I going to do? Go to Walmart? No.

[shamrockshake]

Apr 19, 2015 16:29:14 GMT -5 gummybear said:

I'm going to go to the warehouse sale this year for the first time ever. I avoided Target today but seeing the line made me look harder at the regular stuff. So I agree job well done!

Omg my whole week was made when my boss and I were taking about lilly for target and I forgot he freaking used to work for LP! He's still friends with the guy who sold it three years ago, he still works there. I said something about the warehouse sale and he's getting me passes for the friends and family preview night  <)

[tamarindy]

I completely agree that the strategy works well for both. People in Target for the mayhem will buy more, Lilly gets more buzz and exposure to those not familiar with the brand.

As someone whose taste is almost directly opposite of LP (Lucky Brand and Free People are my "go-tos" if I'm not thrifting) today has been hilarious to follow. I read, on more than one occasion, that people didn't even know WHY they wanted the shit but we're mad they didn't get it!?!? I mean, if that isn't a statement on our culture of prioritizing instant gratification/competition/greed, I don't really know what is.

But, yes, props to the marketing campaign. As long as the hype is there, they will continue to clean up.

[PeonyParty]

It's genius for all involved. I just can't take part in it because reselling drives me fucking bananas. I'm into not LP so this didn't bother me but my interests were piqued with Alexander Wang and Philip Lim. I just hate the people who ruin it for others, that run in, grab it all up and resell it. It's depressing. And makes me irrationally angry.
The same thing drives me crazy about concert tickets. I tried to get my kid tickets to a Fresh Beat Band show for her birthday and they sold out in minutes and were immediately listed for triple the asking price on other sites. Bah-Humbug.

[daisybuchannan]

Apr 19, 2015 16:59:02 GMT -5 shamrockshake said:

Apr 19, 2015 16:29:14 GMT -5 gummybear said:

I'm going to go to the warehouse sale this year for the first time ever. I avoided Target today but seeing the line made me look harder at the regular stuff. So I agree job well done!

Omg my whole week was made when my boss and I were taking about lilly for target and I forgot he freaking used to work for LP! He's still friends with the guy who sold it three years ago, he still works there. I said something about the warehouse sale and he's getting me passes for the friends and family preview night  <)

How would I go about getting a pass (I'm in the area)? 

My friend that saw a woman pass out this morning at target was at KOP, lol.