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Lilly for Target
- 1. Lilly for Target Annie Fortuna ADV 420
- 2. What is Lilly Pulitzer? High-end Women and Girl’s Fashion line Started in 1959 Sells accessories and clothing Clothing prices range from $88-$328 Style took off when Jackie Kennedy was found wearing a Lilly dress on the beach
- 3. Lilly For Target Collaboration of Target and Lilly Pulitzer sold at Target 250 pieces Prices range from $2- $150 Girl’s and Women's clothing, beauty accessories, and home accessories
- 4. Target Audience Women and young girls ages 5-54 Women who love to travel, shop, and are extremely preppy
- 5. Meet Ashley Ashley is 6 years old and loves to match with her mom. You can find her playing with barbies after kindergarten class and going shopping on the weekends with her mom in Lilly Pulitzer and Target.
- 6. Meet Alyssa Alyssa is 36 years old and works at an advertising agency during the day. She loves to look nice but likes to buy things on a bargain. She enjoys spending time with her family, dining with her husband, and shopping with Ashley on the weekends.
- 7. Meet Shelly Shelly is 68 years old and is retired from her job as a middle school teacher. She loves to spend time with her husband down in Palm Beach Gardens, Florida, on relaxing vacations and meeting Alyssa, her daughter, for dinner and shopping. She also loves to spoil Ashley with matching Lilly dresses.
- 8. Social Media Influence Active on Facebook, Instagram, Twitter, the Lilly Pulitzer website, and Lilly Pulitzer Fashion Blog: The Juice Stand Post in the AM and PM Posts about spoiler alerts on the collections #LillyForTarget Social media will be mixed so nothing is posted twice on different platforms, makes consumers follow every social media platform
- 9. Rate of Success Success will be based off of: Retweets on Twitter Shares on Facebook Followers on all social media platforms Page views on social media platforms, web pages and blog views
- 10. Budget for Lilly for Target Budget will be fairly small $1,000 a month Big enough to support social media blasts and have enough extra incase something happens along the way in the campaign
Editor's Notes
- This is the right age because not only will young girls want to buy the Lilly dresses in the line, but there will be little girls clothes and accessories for the home and travel. This would interest women who are older who want to buy clothes for their daughters and home goods for their house.
- For social media, I would be active on Facebook, Instagram, Twitter, the Lilly Pulitzer website, and the Lilly Pulitzer Fashion Blog: The Juice Stand. For Facebook, I would be creating posts launching the new dresses and accessories and vary the posts daily. I would post in the morning and at night since that seems to be the most popular time for activity on Facebook. Many women will be looking at this post so I would mix up the posts from guessing what is in the collections to spoiler alerts on the collection from little girl's to women's clothing. The same strategy will be used for Twitter and Instagram but I would change the wording and pictures of the clothes and accessories. This will create the interest to follow both social media platforms since the same pictures will not be posted. The same articles of clothing and accessories will be, just different shots of the items. I would keep the #LillyForTarget that is going on, but I would encourage more people to use it to spread the word and gain more attention to the new collection. Instagram will have a focus more on the countdown to the launch of the collection, to get people excited about Lilly for Target. I think the Lilly Pulitzer website should have some marketing in this new collection. I would have a tab in their home page to link to the look-book for the Target collection and to explain what work was behind this to make the collaboration successful and fun. This way, Lilly fans will be interested in the Lilly for Target collection and the consumers who are interested in the Lilly for Target will get a look at the actual Lilly Pulitzer clothing. Lastly, the blog for Lilly Pulitzer needs to be positive about the new collection and turn the consumers who dislike the idea of the collaboration, to be a lover of it. A blog can be very influential, and this is where Lilly Pulitzer needs to step up and help market the Target collaboration, the same way that it should be on their website. The posts will start in January and will build with more activity on the accounts as the launch date, April 19th, arrives. This will excite the consumers and get them more involved with the launch of the new collection.
- I will rate the success based on the amount of likes, retweets, followers and pages views we received on all of the social media platforms, web pages, and blog views. The goal of the campaign is to grow awareness about the Lilly Pulitzer brand in general and awareness for the collaboration with Target and with that, hopefully increase revenue across Lilly Pulitzer as a corporate company. That is what I hope to accomplish.
- As for the budget, seeing as most of it is through social media, I won't be spending much. I want the awareness to come from Lilly Pulitzer lovers and the consumers of Target. Target has a huge fan base and so does Lilly Pulitzer. Between all of the social media blasts and awareness coming from the website and blog, I think there will be a big following for the new collection.