A fashion and lifestyle magazine and blog produced by Students in the Design and Merchandising program at Drexel University

Monday, February 9, 2015

Luxletic for Lilly Pulitzer

Email alert! We don't always pay attention to emails from retailers, but this one was different. It was an email announcing Lilly Pulitzer's new line for athletics. At first my roommates and I were excited and intrigued to see what Lilly could possibly be doing with activewear. We had no idea what to expect. Being college kids that love dressing casual in workout clothes this seemed like it could be god sent because we (especially my roommates) love wearing Lilly; what a great combination of style and comfort.

We quickly searched the Lilly Pulitzer website to find their new line, excited to see the classic prints incorporated into our favorite casual pieces. To our surprise we found that this line wasn't as big or as extravagant as we expected it to be with only a jacket and simple yoga pants. The jackets were plain and only came in three colors; blue, orange, and pink. The yoga pants only in one style and two colors; navy and blue. Nothing special. Where are the prints? Are there any other pieces? This is pretty boring for Lilly.





The line is called "Luxletic" and has not officially been released yet but the preview hasn't given much away. What we can draw from this simple scan of the website is that Lilly Pulitzer is joining the athletic industry and is most likely trying to compete with brands like LuluLemon and Athleta. From the looks of it, this might be worn for yoga and for leisure but probably not for high intensity workouts. While most Lilly is appealing to college girls as well as their moms, this new line doesn't appear to be as fashion forward, my mom would most definitely wear this but I would not. It's very casual mom chic.

My roommates, avid fans of anything Lilly, were ambivalent about the brand and didn't connect with it. They said they probably wouldn't purchase this line because when they work out, they don't need to be wearing Lilly Pulitzer and they also want to look more athletic and cool in what they are wearing rather than soccer mom chic. There is no neon and reflexives, use of different fabrics, or innovative styles, just the same old pieces with warm, Lilly Pulitzer colors. Nonetheless, we are very interested to see the brand venture into a new things and to see how this will play out with their customers.

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