LILLY PULITZER FOR TARGET
250 Lilly Pulitzer pieces at Target prices. The digital launch had to feel like Palm Beach, not like a lookbook.
Target sold the collection. We sold the party.
THE CHALLENGE
Lilly Pulitzer isn't really a clothing brand, it's a place. Palm Beach, sun, a particular kind of party. Target is reach and accessibility. A collaboration launch could easily have been a product grid with nice photography, which would have sold the pieces and none of the feeling.
WHERE I CAME IN
Built the place, not the catalog. The concept was an immersive environment rather than a shopping experience: Palm Beach rendered digitally, on desktop and mobile, so arriving at the collection felt like arriving somewhere. A product drop tells you what's for sale. An invitation tells you what you're joining.
ROLE
Concept
CLIENT: Target
AGENCY: Chandelier Creative
SCOPE: Digital launch experience, desktop and mobile
IMPACT
FWA Mobile of the Day
The 250-piece collection sold out nationwide within minutes, and Target has cited it among its most successful designer collaborations across more than 150 partnerships
#LillyForTarget trended nationally
Target re-released select pieces four years later for its 20th anniversary designer collection
Coverage in The Wall Street Journal, NBC News, Newsweek, Harvard Business Review, Entrepreneur and Refinery29
