Carla Cassidy, Kelly Costlow, Kevin Flynn, Colleen Ray, Lauren Willis, Johny

Walsh

NOT

Meeting Objective

• Enhance awareness of the Lilly Pulitzer brand

• Increase sales of Lilly Pulitzer products

• Share key findings from consumer and competitive research

Not

Demographic Trends

YOUNG AND FREE

Not

Social Trends

Millennials Uniqueness

• Technology Use: 24%• Music/ Pop Culture: 11%• Liberal/ Tolerant: 7%• Smarter: 6%• Clothes: 5%

Not

Technology Trends

Facebook use:• College demographic grew fastest at 74%/yr• 69% of all users are a fan of +1 company page

Twitter use:• 29% of users (18-24) follow their

favorite companies

ALWAYS ON AND COMPLETELY CONNECTED

Not

Economic Trends

FEELING THE PINCH BUT CAN

ALWAYS CALL HOME FOR A

BAILOUT

55% Watch Spending36% Financially Dependent

Not

Surveying the Target Market

35%

65%

Do you own Lilly Pulitzer products?

Yes

No

Are you familiar with Lilly Pulitzer?

95 % said YES5% said NO

Not

Survey

29%

71%

Do you know that Lilly Pulitzer sells

accessories?

YesNo 41%

59%

Would you prefer to purchase clothing or accessories from Lilly

Pulitzer?

ClothingAc-ces-sories

Not

MEET WHITNEY

•Member of Kappa Kappa Gamma Sorority

•Lives for Greek Week and sorority functions

•Never misses a home football game tailgate

•Spends Christmas at her grandparent’s house in Hobe Sound,

Florida•Excited to spend her spring break in

the Bahamas

Not

Positioning Statement

Lilly Pulitzer provides resort chic clothing and accessories for the female fashionista who likes to

stand out in a crowd and is conscious of the quality of the items she wears. She shops for

herself as well as family members and friends. For these consumers, everyday is a luxurious resort.

Not

Value Proposition

Not

Live in Lilly

Not

Integrated Marketing

Print Ads59% of consumers said they

pay greater attention to magazine ads than any

type of Internet advertising

Digital

Technology and social networking are extremely important in reaching the

target audience

Ability to target college students who are not current customers by

purchasing lists of their addresses

In-Store

Once consumer gets into the store, they are that

much closer to converting into a sale

Direct-Mail

Not

Not

Digital Media • Check in with Lilly Pulitzer

Not

Lilly

Lilly Pulitzer

whitney@lillypulitzer.com

Not

Twitter Account@LiveInLilly

Not

Insert Tweets

NotNot

Not

Listing• Direct Mail – Buy rights to the listing within X miles of

a store

Live in LillyWe find inspiration

everywhere. From traveling to Palm Beach, visiting

museums, strolling through gardens and hopefully spending days on the

beach...the print team is constantly exploring and

painting. It is unheard of to have a team of artists on-hand...and that is exactly why we do it! We love our prints and treat them like

royalty.

Not

Live in LillyWe find inspiration everywhere. From traveling to Palm Beach, visiting

museums, strolling through gardens and hopefully spending

days on the beach...the is

In-Store

Whitney

Invites you to

Leave your Legacy

Lilly Pulitzer offers discounts on accessories with the evidence of your recent

success.

Live in Lilly

Not

Presents

Pollyanna Prints

Come celebrate the holiday season in color! Spread the word, bring your friends to our

stores, and receive discounts for your Secret Santa.

Spread the Love, and give the gift of Lilly!

Live in Lilly

Not

Celebrity Endorsement

ZOOEY DECHANEL

Not

Not

Budget Allocation

$5 Million Budget

Print AdsDirect MarketingDigitalIn Store

Not

Competitor Landscape

Strengths•Worldwide market•Increased Profit Margins

•Balanced portfolio•Strong margins

•Strong Market Share•Improving margins

Weaknesses

•Slow Internet sales•Small college market

•Declining sales•Recalls

•Seasonal business•Geographic dependence

Not

Info on: • Target Market: middle age women and college students

• Creative, colorful patterns and high quality products.

• Different types of bags, luggage, and accessories that reach a wide range of consumers.

• Offers college and dorm selections.

• Vera Bradley Breast Cancer Foundation.

Vera Bradley is sold through 3,300 specialty stores as well as 49 Vera

Bradley stores nationwide. Vera Bradley handbags,

accessories, and paper & gift and travel items have been spotted on recent TV

shows, and in over 20 feature-length films. Vera Bradley's fiscal 2011 sales

were $366 million. Not

Learning from VeraWhat you are doing

right

• Sorority line• Gift able items

What you can improve

• Media coverage• Prices

What you excel in Timelessness

Not

Lilly Pulitzer Attributes & Values

Brand built on• Lifestyle brand

• Luxury

• Original artwork and patterns

Core Values• Originality

Not

Product Suggestions

• Dorm Line- shower shoes, wrap towels

• Expand stationary- journals/notebooks, folders

Not

College Students: Connected & Caring

Technology Trends

ALWAYS ON & COMPLETELY CONNECTED

Demographic Trends

YOUNG & FREE

Economic Trend FEELING THE PINCH BUT CAN ALWAYS CALL HOME FOR A BAILOUT

Social Trends

ACCEPTING AND EXPERIMENTAL

Not

Successful because

References

• USA Today, 2006 http://www.usatoday.com/life/lifestyle/2006-06-28-generation-next_x.htm

• Pew Research Center, “Millennials: A Portrait of Generation Next” (PDF) http://pewresearch.org/millennials/

 • Nielson (2010)

http://adage.com/article/digital/nielsen-facebook-s-ads-work-pretty/143381/)

• O’Neil, (2007) Is Facebook Advertising Effective? http://www.allfacebook.com/is-facebook-advertising-effective-2007-11

• P., Carol (2008) http://millennialmarketing.com/2008/05/millennials-the-wealthiest-americans/

• The U.S. Young Adult Market, 2005 http://academic.marketresearch.com/product/display.asp?productid=1091627&curl=&surl=%2Fsearch%2Fresults.asp%3Fprid%3D811629525%26query%3D20%2Byear%2Bolds%26cmdgo%3DGo&prid=811629525)

  • Westwood University (2011) http://www.westwood.edu/resources/student-budget/

INDEX

Not

Live in Lilly