It all started with a pattern, a seamstress, and a prayer. Lilly Pulitzer is a brand that is known for its classy yet bold color patterns as well as its appeal to the young and old alike.
The brand’s founder got the idea to design flashy tropical patterns that could conceal stains after ruining one of her favorite dresses with orange juice at the roadside juice stand, she started in 1959 in Palm Beach Florida.
However, the “Lilly Pulitzer” brand would not become visible to the fashion world until 1962 appealing to fashion mavens in history such as First Lady Jacqueline Kennedy who endorsed the brand and became one of the first to be bold enough to wear a Lilly Pulitzer polka dotted dress for a Life Magazine Article.
Once the fashion world learned about the woman who designed the iconic dress, the company would become a household name, that is until 1984 when the brand filed for bankruptcy leaving its future uncertain.
Lilly Pulitzer’s Hiccups and Successes Over the Years
After filing for Bankruptcy in 1984, the brand became extinct just as quickly as it rose to stardom. In 1993 this would change, however, famed businessmen James Bradeer Jr. and Scott A. Beaumont’s attempt at revival would bring the brand to new heights leaving the original “Lilly” on board as a partner and consult for ideas.
Just as success was experienced with their own company Sugartown Worldwide, Lilly Pulitzer once again rose to stardom earning an astounding USD 248 million and raking in USD 86 million in annual sales once crucial investments were made.
Even so, CEO Michelle Kelly is still looking for ways to keep Lilly Pulitzer in the spotlight which comes from keeping true to the vision that the founder had in mind but finding ways to grab the attention of brand connoisseurs everywhere.
Henceforth, she toyed with the notion of rebranding the ever-famous resort level that so many have grown fond of. Here’s why.
The Rebranding of Lilly Pulitzer’s Resort Label
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After nearly a decade of appealing to college students and breaking the fashion industry in 2015, partnering with retailer Target, and increasing sales by up to 22% that same year, the ever-trendy and preppy Resort Label simply did not thrive as expected. Giving the brand’s CEO a difficult decision to make.
With this in mind, Lilly Pulitzer CEO Michelle Kelly came up with the idea of incorporating the styles of the 1960s while simultaneously appealing to Generation Z millennials and those that have been around since the beginning to combat the mere 1% gain in revenue in 2023.
And with that, she dreamed up a modern meets 1950s Lilly Pulitzer after determining that Generation Z Millennials wanted elements of older designs incorporated into the rebranding.
Modern storefronts are now adorned with the classic 1950s chrome and pale pink with the same iconic pink logo from that time, only with a sleeker font. Moreover, it will be interesting to how the company benefits as a result of the rebranding of the Resort Label that so many of us have come to know and love over the years.
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