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Lilly's Palm Beach Jubilee

Lilly Pulitzer is out to throw its heritage around in the contemporary market.

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But that's only a small piece of what the company has developed. Starting with the resort collection, which is traditionally the brand's strongest season, the product has been completely revamped. To help with this, Bradbeer has brought in several seasoned designers to consult with the Lilly team. Gordon Thompson, former corporate vice president of design and global creative director at Nike Inc. and former executive vice president and creative director at Cole Haan, has joined Pulitzer as a creative consultant, and Jeffrey Chow has signed on as a women's wear design consultant. Besides designing his own ready-to-wear line, Chow was previously designer at Pucci and Perry Ellis.

The result is a collection segmented into three categories — Jubilee, Day Lilly and resort collections. Jubilee consists of high-end product for women, men and children, such as beaded and embroidered silk gowns and dresses, cashmere sweaters and tunics. The collection, wholesaling between $24 and $425, will be offered in limited edition runs, and while there are some signature Lilly Pulitzer prints throughout, the Jubilee line will influence the less-expensive and more everyday Day Lilly products.

Day Lilly represents the most change for the brand. There are many prints seen throughout, but overall, they are not as busy as the traditional Lilly designs — there's a tan and brown giraffe-print safari dress, an elephant-print top, a blue and coral medallion-print silk dress and cotton tops in solid navy, white and pink. This collection, Bradbeer noted, was made to become the "modern Lilly collection."

The resort line, which will be sold year-round, consists of traditional Lilly prints — mostly done in pink and green, but there are several blue-and-yellow printed pieces as well. The resort line — which focuses on the more iconic Pulitzer prints — includes sportswear, swimwear and dresses.

In addition, the brand will set off a nationwide traveling retrospective that will showcase pieces from the Lilly Pulitzer archives, as well as educate Lilly-loving communities on the brand's influence. And, in stores, between resort 2008 and summer 2009, consumers will be given a Jubilee "passport" and receive stamps for all purchases throughout the Jubilee season. Consumers collecting the most stamps will be eligible to win limited edition Lilly Pulitzer prizes. Also, to create a "Wonka-like frenzy," the company is placing 50 golden Jubilee tickets on merchandise. The tickets will lead to further prizes and the number of unsold tickets remaining will be tracked on the Lilly Pulitzer Web site.
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