Lilly Pulitzer Strategic Brand Extension

Life’s a Party for Lilly Lovers: Growing & Strengthening Loyal Brand

Communities with New Product Offerings

Alexandra Glazer

Lilly Pulitzer, The Beginning

• 1959, Palm Beach, Florida• Juice stand & colorful dresses• Jackie Kennedy helped make

brand famous• 1993: Bought by Sugartown

Worldwide Inc.• 2010: Bought for 60 Million by

Oxford Industries

Company• Financially very stable being

owned by successful larger parent company– Lilly is unique: no substitutes– Reputable brand image & lots of

power to • Brand Personality

– Thinking: Lilly is preppy excellence, classy, what the tastemaker’s wear

– Feeling: I am young, independent, and stand out when wearing Lilly. Lilly adds a pop of color and an element of fun to each and every day.

Consumer• Demographics:

– Women, ages 16-45, affluent, preppy influence, tastemakers, life long clientele

• Wants to incorporate Lilly in their life any way possible

• Customers know they are buying more than a dress, accessory, shoe – whatever it is when they shop at Lilly, buying a lifestyle

“I surround myself and my closet with everything possible that is Lilly”

“I love the way the clothes make me feel- I always feel classy when wearing Lilly”

Collaborators

Many partnerships, especially limited edition products

Competitors

• Virtually no competition• Lilly has a unique product offering because

their brands are so special and brand itself is big part of decision making

• Other brands compliment Lilly but do not substitute

Core & Extended Brand IdentityAccessoriesPartnerships

Lifestyle ProductsSorority Line

Men’s Clothing

SocialitesIconicClassyPreppy

East CoastSundressesPalm Beach

PlayfulPatterns

Research

Research

• Quantitative– Survey Results

• Qualitative– Survey Results– Headquarters Employee– Personal Observation

Goal: What would Lilly Lovers think of an alcohol brand extension concept?

Lilly Lovers Support Core Identity

Summer Traditional Palm Beach Classy Timeless

Whimsical The Perfect Woman Playful Green &

PinkColorful Prints

• “I love the lifestyle the brand promotes. Her pieces

are timeless and I will be able to wear for life”

• “LP Successfully branded happiness; wearing Lilly

seeing Lilly, owning Lilly makes you happy”

• “I surround myself and my closet with everything possible that is Lilly”

• “I love both the Lilly style & what being a Lilly girl is all about”

Consumer MotivationSurvey Results

92% bought the item because of the pattern following with 70% because of brand loyalty

80% follow on at least on social media site

80% have participated in some social media contest

62% said they participated because the prize was enticing

Fans Back Brand ExtensionSurveyResults

If available, 92% would purchase a Lilly Pulitzer alcohol product

82% would prefer a cocktail mix over wine which came in second

Consumers would be willing to pay between $20-$40

64% said the extension doesn’t bother them or they think it fits perfectly with what the brand represents

“People are so loyal to their wines, where they are made, the vintage… I think a cocktail mix would work better”

Corporate Feedback“While, we often promote how a Lilly Girl loves to party and enjoys her cocktails, but I don't think we'd ever go into alcoholic products that would so drastically tie us to that image”

Pro

• Drink specific prints (Mint Julep 2013)

• Promote Parties• Definitely

interested fans

Con

• Family Brand• Sensitive

segment• ‘Make it a

Double’ sweater controversy

Current Marketing

Types of Marketing

• Partnerships• Brand Representatives• Social Media– Widgets– Contests– Sweepstakes

• Guerilla Marketing• Promotional Events• Personal accounts of loyal

fans

Social Media Summary

Social Media

477K Likes

67K Followers

55K Followers

47K Followers

Extremely Engaged Audience

Alcohol-Related Products

Lilly Girls Enjoy a Cocktail

Dark’N Stormy/Gosling's Print

“Refreshingly Fashionable Pair”“Match Made in Heaven”

Key Findings

Key Findings• There is a need for this product• Patterns are a part of the core identity• Very involved online through social media• Consumers are motivated by prize• Alcohol could have negative connation,

concerned about “family brand” image• History shows alcohol has been featured

many times in prints, products & marketing content

Analysis

Analysis

• Launch Cocktail Mix Line – Whimsical looking– Limited Edition– Prevent permanent brand dilution

• Multifaceted social media campaign• Enticing prizes to encourage participation

Marketing Plan

Marketing Plan

Line Introducti

on

• Partnership Details• Distribution Plan

Awarenes

s Campaign

• Pre-Launch Facebook Campaign: Naming Contest

Social

Media

Campaign

• Foursquare Specials & Cocktail Country• ‘Shake it Up’ Picture Contest

Brand Extension Concept• Lilly Pulitzer will partner with Skinny Girl

Cocktails to expand in to a line of low calorie, limited edition cocktail mixes

• Branded House: “SkinnyLilly”• Win-Win Situation: Skinny Girl should want

Lilly as much as Lilly needs SG to make it work

Skinny Girl Growth • 2011- 388% sales

volume growth• Fastest growing

‘ready to drink’ brand in spirit industry

• 2012- Beam Global bought for $120M

• Financially very stable & looking for more opportunities of success

Why this works?

Similar cores & values!

“Life’s a Party”

“Drink Like a Lady”

FlirtyFeminine

ClassySophisticated

Life of the Party

Distribution• Already existing distribution partners &

supply chain• Will use same vendors because similar

target markets• Limit distribution to areas where Lilly

lovers live

Marketing Campaign

Shake it Up Cocktail Contest

Awareness:Naming Contest

Foursquare & Tracking

Awareness & Buzz CampaignNaming Contest

Facebook• Submit flavor, flavor name, & story• Winner determined by Lilly Community

Prize• Idea used plus featured story on Skinnylilly bottle • Win a Lilly Dress of their choice

• Goal: Generate buzz & excitement for product

Announcing Lilly Pulitzer's Special Edition Skinny Girl bottle, Skinnylilly. Before we can launch our latest creation, we need a flavor AND a name, but we need YOUR help.

Not only will the winning entry become the first Skinnylilly flavor, one lucky Lilly lover WIN A SUMMER 2014 LILLY DRESS OF YOUR CHOICE by entering in to our naming competition.

Submit your choice of flavor, flavor name and a short description explaining the story behind the name, that will also be featured on the back of the bottle.*

What is there to lose? Put on your favorite Lilly & get your thinking caps going, we’re waiting…

*Must be 21 or over to be eligible to enter

Social Media CampaignFoursquare & Tracking Widget

Foursquare• Newbie Special – 25% off liquor store item

Facebook• Cracker-Tracker Inspired: Cocktail Country

Social Media CampaignShake it Up: Cocktail Picture Contest

Facebook Campaign• Post picture of yourself in Lilly, with the Skinnylilly

bottle and your cocktail of choice, also post recipe

Prize • Cocktail shaker & a set of glassware in the limited

edition Skinnylilly print

• Goal: Keep buzz going months in, create sales peak (need bottle for picture & pressure to buy), posting recipes will encourage drinking more Skinnylilly!

TimelinePhase 1:Naming Contest

• Roll out 1 year prior to launch• 5 weeks long• Phase 1 will end before Phase 2

begins

Phase 2:Tracking &

4square

• Implement with launch

• Available entire length of campaign

Phase 3:Picture Contest

• Will go live 2 months after product in stores

• Competition: 7 weeks long

• Winner & 10 runners up announced 2 weeks after competition ends

Thank You!