Lilly Pulitzer, the legacy women’s retailer known for its colorful printed patterns, is collaborating with Snapchat to offer custom Lilly prints for customers to stamp onto their own Snapchat photos.
When a customer enters one of Lilly’s 31 corporate stores across the country — including New York’s Madison Avenue location — she can swipe and access a bright printed so-called “geofilter” onto her snaps automatically.
“We love Snapchat and have been very keen on doing something unique with them for a while,” said Jane Schoenborn-Paradis, vp of creative communications at Lilly Pulitzer. “It’s such a visual platform and allows us to share our prints and enforce what we’re known for in a fun way.”
The feature kicked off on Sunday, June 21, to coincide with Summer Solstice, a day the brand celebrates every year with much fanfare. Calling it the “National Wear your Lilly Day,” Lilly Pulitzer asks fans to snap pictures of themselves in their Lilly garb and share it across social media using the hashtag #LillyinSummer.
This year, it enlisted influencers and even some “brand friends” — including Barbie, Saks and Elle Magazine — to share exclusive and original creative paintings on Instagram as part of its “Lilly 5×5” creative. As for the Snapchat geofilters, a new ones will be released every month until December, because Lilly is “always looking at the sunnier side of things.”
While Snapchat has emerged as an important platform for brands looking to target millennials, Lilly Pulitzer is the first fashion brand to create custom printed geofilters with the platform.
This isn’t the company’s first outing with Snapchat, either. In 2013 it hosted a “Snapchat Party” for its fans, where it asked them to snap pictures of their favorite in-store or online products for a sneak-peek into its latest collection.
“We have definitely started seeing an influx of millennials to both our stores and social chanels,” said Schoenborn-Paradis. “But that is just a piece of the whole pie. We pride ourselves in our multi-generational clientele.”