I was a marketing major in college and I had this one professor, Dr. Smith, as my capstone professor. In his class, we had to analyze case study after case study and recommend to them what we think they should do. Y'all it was the hardest class ever--but I learned a lot and how to think critically.
Anyway, I bring that up to say, the Target/Lilly Collaboration seems like a case we would've have poured over (and what the execs at each company have likely poured over) for lengthy amounts of time.
I've read so many comments about the collaboration and honestly, probably too many. Many along the lines of: "Oh no now the poor people will be wearing Lilly" or "It's only for a limited time with it's own unique prints--quit being a snob" and "Lilly would be rolling in her grave." Ok really, who knows what Lilly is doing or what think--she's dead. And I'm not going to bring income into necessarily, but these are my thoughts.
I see it from both sides. Marketing + the Consumer.
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| Photo from @lillyfortarget Instagram |
1.
The marketer: Does this move cheapen the brand? Is it a last ditch effort to bring in the younger generation? What about the experience?
It sounds to me like they had a tough decision to make. Part of me thinks that they are losing their niche. The experience of shopping in a boutique, the exclusiveness of it all (albeit, there are other ways to buy Lilly: eBay, etc.) will be lost for many people. As a company, branding is easily one of the most important things. So many people seem to be backing this move based on only price. Price isn't everything.
Also, many of the boutiques are not very big, meaning like 5 employees. What happens when all business ceases at these stores because you can buy the items cheaper at Target down the street?
2. The consumer. On the other hand, I'm so glad Lilly will be affordable to so many more people (me included). Sometimes in not justifiable or in the budget to buy a 50$ plain black V-neck just because it has Lilly on the tag.
My opinion: I'm torn. There are enough severely pissed off women of America that Lilly is no longer exclusive that will boycott or at least try to refrain from shopping. I'm not sure Lilly for Target sales will justify the dip in boutique/online sales. We will just have to wait and see if it was a bold, but rewarding move for this collaboration. And, I must note, at the end of the day, it's a collaboration. Collabs aren't full product lines. These items are exclusive to Target. Meaning if you want the other prints you'll still have to shop Lilly stores.
Is this the end of Lilly or at least the exclusive boutique as we know it? Hopefully not. Will I be in line to buy a few Target items, yes. Will I still shop at my local flagship store, of course--some of my favorite people work there.
What do you think?
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