Lilly Pulitzer Targets Growing Audience

Back in January, Lilly Pulitzer announced a new partnership with mega-retailer Target. This week, they released the official lookbook that features a 250-piece collection of dresses, swimwear, shorts, tops, rompers, shoes, jewelry, scarves, phone cases, bags, hats and more. Long winter months are coming to an end, and classy girls everywhere are counting down the days to get their hands on the pretty prints and patterns April 19.

Image via Target

Images via Target

But not everyone is a fan of the collaboration. Loyal Lilly fans don’t want their brand to be accessible to everyone because it takes away from the exclusivity it has represented for decades. According to, elite ladies from the Kennedy, Rockefeller and Vanderbilt families wore the iconic Palm Beach brand. While original Lilly is a bit on the pricey side, it allows girls to have a higher social status without paying haute couture prices.

Some people are genuinely angry that Target is offering an interpretation of their clothing at a more affordable price. But while the “Queen of Prep” passed away in 2013, many feel she would have been proud that her designs had become so popular and are now reaching more women.

I think this could actually be one of the most successful designer partnerships we’ve seen at Target. These are super cute pieces that happen to have decent price tags. Come on, y’all. I think we can all hop on that train. You better believe that you’ll see me lounging at the pool in a $50 suit from Target before you’ll see me spend $150 on an identical one. I’m sure the same goes for Lilly’s primary audience of preppy young white girls—whether they want to admit it or not. Even the classiest ladies love a good deal, right?


3 thoughts on “Lilly Pulitzer Targets Growing Audience

  1. Liz says:

    The only girls who were really upset about this collaboration were the ones who have their parents pay for their shopping trips. I don’t know many college-aged girls who support themselves and wear this brand consistently. Just my two cents. lol

    Liked by 1 person

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