lilly pulitzer presentation

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Page 1: Lilly Pulitzer Presentation
Page 2: Lilly Pulitzer Presentation
Page 3: 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

Page 4: Lilly Pulitzer Presentation

Target Market

Page 5: Lilly Pulitzer Presentation

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”

Page 6: Lilly Pulitzer Presentation

ProductPlacePrice

Promotion

Four P’s

Page 7: Lilly Pulitzer Presentation

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

Page 8: Lilly Pulitzer Presentation

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

Page 9: Lilly Pulitzer Presentation

Price

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

annual sales

Page 10: Lilly Pulitzer Presentation

Promotion

• Advertises through Facebook, Twitter, and even Snapchat

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

Page 11: Lilly Pulitzer Presentation

Microenvironment

CustomersPublics

Competitors

Economic Natural

Macroenvironment

Page 12: Lilly Pulitzer Presentation

Customers

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

colors and fun prints• Inspirational quotes and

pictures

Page 13: Lilly Pulitzer Presentation

Publics

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

• #LillyForTarget

Page 14: Lilly Pulitzer Presentation

Competitors

• J. Crew and Vineyard Vines sells preppy clothing

• Lilly uses brand positioning to differentiate the company

Page 15: Lilly Pulitzer Presentation

Economic Environment

• Target collaboration will make the Lilly Collection more affordable.

• Gives customers the purchasing power

Page 16: Lilly Pulitzer Presentation

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

• Limits customer base.

Natural Environment

Page 17: Lilly Pulitzer Presentation

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)

Page 18: Lilly Pulitzer Presentation

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