Target Announces Lilly Pulitzer Collaboration

Lilly Pulitzer for Target is coming to stores this spring.

Target is bringing Lilly Pulitzer’s bright Palm Beach style to their stores this Spring. The limited-edition Lilly Pulitzer for Target  collection will feature 15 exclusive prints, which are original works of art, created by Lilly Pulitzer artists specifically for this collaboration.  With prints only to be found at Target, this collection promises to be different than the discounted Lilly Pulitzer Ready to Wear collection one-offs found at TJ Maxx, Marshalls and other discount retailers.  

Lilly Pulitzer for Target patio designs

Like Target’s Liberty for London Collection, Lilly Pulitzer for Target will offer a 250-piece collection including apparel, accessories and shoes for women and girls, as well as home accents, outdoor entertaining accessories, beach gear, travel essentials and more.   The collection will be sold  at U.S. and Canada Target stores and on Target.com beginning April 19,   This collection sounds like it will be abig hit for Target.  According to Target’s Twitter  AskTarget account, “Plus-size clothing from our Lilly Pulitzer collection will be available on 4/19.”

Lilly Pulitzer is a well known and much loved US brand that I think many shoppers will want to snap up at Target prices.   Although the Lily Pulitzer brand can be found at discount chains , the lure of exclusive prints for Target will make shoppers want to get snap up this limited-edition collection just like they did Liberty of London.   The Lilly for Target hammocks, beach umbrellas and patio chairs Target previewed look really attractive.  I’m expecting to see eBay sellers and consumers there on launch day to snap this merchandise up.  What do you think readers?

Not everyone is excited about Lilly Pulitzer coming to Target.  Some of the brand’s regular customers seem to fear that a Target version of the Lilly prints will diminish the exclusivity of the brand.  I’m not sure that’s true.  Lilly is not as exclusive as it used to be.  I just saw a whole rack of brand new with tags Lilly Pulitzer dresses at consignment store Adore Boutique in Cary, NC. I’ve also seen discounted Lilly Pulitzer  on sale at Marshalls, TJ Maxx and shopping clubs.   In my opinion, Lilly Pulitzer is no longer  a luxury brand and no longer a brand only sold at high-end stores.   The Target collaboration will introduce the 50 year old + brand to a new generation of customers, rather than cheapening the brand, it will expand it’s reach.