Fashion
What's Next for Lilly Pulitzer?
Following the fashion line's much-hyped collaboration with Target, Lilly looks inland
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When Lilly Pulitzer collaborated with Target to offer a limited-edition collection in April, women across America went bonkers. Shoppers laid siege to the discount retailer’s stores, lining up before dawn in hopes of snagging dresses, bikini bottoms, or crop tops. Target’s overwhelmed website crashed. The clothes sold out within hours, leaving many fans dismayed or fuming.
Despite the rocky launch, the fashion label came out with an important boon: exposure to customers unfamiliar with the late designer’s name. With the newfound interest in Lilly Pulitzer’s printed dresses, tops, and swimwear, what's next for the 56-year-old brand?