Lilly Pulitzer’s brightly printed dresses and accessories have long been associated with upper class resort wear. The iconic palm tree and floral prints are instantly recognizable, but so are the high price tags.
So what makes Lilly Pulitzer so expensive compared to other clothing brands? There are several key reasons.
Reasons For Lilly Pulitzer Being So Expensive
- The Brand History and Exclusivity
Lilly Pulitzer originally made her clothes for her juice stand in Palm Beach, Florida in the late 1950s.
The light, colorful cotton shift dresses were perfect for hiding stains from the fruit juices.
The preppy Palm Beach crowd loved the designs and Lilly turned it into a business.
From the beginning, Lilly Pulitzer was associated with wealthy vacationers and carried an air of exclusivity.
Even today, Lilly Pulitzer prioritizes maintaining its upscale reputation over mass market appeal. The brand limits distribution to maintain prestige, keeping tight control over which retailers can carry the line.
There are only about 250 Lilly Pulitzer signature stores compared to thousands of locations for comparably priced mall brands. This scarcity helps justify and reinforce the high prices.
- Limited Production Runs
Lilly Pulitzer intentionally produces limited quantities of each print design. This means once a particular print sells out, it’s unlikely to be produced again. The short supply increases demand and justification for higher prices.
Fans know once a print is gone, it’s gone. This creates a sense of urgency to buy favorites right away at full price, rather than waiting for discounts. Limited edition “capsule collection” collaborations with designers like Talbots and Target also generate buzz and demand.
- Print Designs and Fabrics
Creating Lilly Pulitzer’s signature prints is a major investment. Each print goes through multiple revisions and approvals before final production. The fabrics used are high quality natural fibers like cotton which are more expensive than synthetic blends.
The prints are then placed by hand during the cut and sew process to perfectly align the patterns. It’s extremely labor intensive compared to most mass produced clothing.
Yet even with the high costs, the iconic Lilly prints are what fans love and are willing to pay for.
- Made in USA Production
While most apparel brands have moved production overseas, Lilly Pulitzer has kept domestic manufacturing a priority. Over 75% of Lilly items are sewn in Pennsylvania and Florida factories. Made in USA production allows for better quality control too.
However, domestic production carries higher labor costs. Employees in American factories are paid on average 5 times more than overseas. So while foreign production would lower prices, the tradeoff doesn’t align with the brand’s priorities.
- Developing an Aspirational Lifestyle Brand
Lilly Pulitzer sells more than just dresses and accessories. The company has successfully marketed itself as a lifestyle brand. Fans don’t just want to wear Lilly Pulitzer – they want to live the Palm Beach fantasy it represents.
This means pricing goes beyond just the manufacturing costs. Customers are paying for the style, ambiance, andescapism the brand embodies. Lilly Pulitzer leaning into the aspirational aspect gives them more leeway with premium pricing.
- Price Anchoring
Anchoring is a psychological pricing technique where an artificially high price is established for premium products. It influences customers to perceive the true prices as more reasonable and justified.
Lilly Pulitzer uses anchoring by having extremely high priced items in the collection. $400 dresses seem almost like a bargain next to $600 cover ups and $800 embroidered handbags. The customer feels like they’re getting a deal, even when prices are objectively very high.
- Sales Remain Selective
Despite the high prices, Lilly Pulitzer’s sell through rates remain enviably high. The brand rarely has to resort to discounting or sales. Any markdowns are modest and carefully curated.
Flash sales are limited to discontinued or low inventory prints. Full scale promotions only happen twice a year. Again, this controlled distribution at full price reinforces the privileged reputation of Lilly Pulitzer. Deep discounting could erode the prestige that helps justify the regular prices.
- Capitalizing on Nostalgia and Consistent Style
Lilly Pulitzer has maintained a remarkably consistent aesthetic and vibe over the decades.
For longtime fans, the prints offer a sense of nostalgia. Some shoppers first wore Lilly as children on vacations.
Paying higher prices allows them to own a literal piece of those fond memories.
The signature Lilly shift silhouette also provides familiarity and comfort.
Even as trends come and go, Lilly Pulitzer remains committed to its core flattering, vibrant style. Customers view the price premium as worthwhile to get that guaranteed reliable look.
- Cultivating Customer Loyalty
Thanks to the strong brand identity and lifestyle appeal, Lilly Pulitzer enjoys incredible customer loyalty. Fans are more forgiving when it comes to high prices and willing to pay more.
Lilly Pulitzer actively fosters community and engagement opportunities for these loyal followers. Brand ambassadors, print clubs, and social media groups make customers feel like part of an exclusive club. This sense of belonging makes them less price sensitive.
- Justifying Cost Per Wear
While the initial investment may be steep, Lilly Pulitzer pieces are designed for longevity. The fabrics hold up well and the classic styles remain in fashion year after year. Fans claim you can wear some Lilly dresses for decades.
This allows customers to justify the splurge by breaking down the cost per use over the lifetime of a dress. If you wear a $200 dress 50 times, that’s only $4 per wear. Compared to fast fashion that falls apart after a couple washes, Lilly starts to feel like the better value.
- Lack of Strong Competition
Within the American resort wear space, Lilly Pulitzer has few direct competitors. Brands like Vineyard Vines or Southern Tide offer some preppy basics. However, no one else has mastered the bright, punchy prints that are core to Lilly Pulitzer’s identity.
Without viable alternatives filling this niche, Lilly Pulitzer doesn’t face much price pressure. Customers view paying more as the only way to get the true Lilly experience.
Lilly Pulitzer has intentionally cultivated an elite persona and limited distribution. This allows them to maintain prestige and justify higher pricing that then reinforces the brand cachet.
While the costs are objectively very high, devoted fans view it as worthwhile for the unique Lilly lifestyle represented. Strong nostalgia and community also make shoppers less price sensitive.
Until viable competitors emerge, expect Lilly Pulitzer’s devoted followers to keep indulging in the premium prices.
How Lilly Pulitzer Compares To Similar Brands?
- Vineyard Vines
Like Lilly Pulitzer, Vineyard Vines has a preppy, nautical-inspired aesthetic tailored to resort wear. However, Vineyard Vines has expanded more into basic everyday apparel and a wider audience beyond its original yacht club roots.
Its prints skew more subdued compared to the bold Lilly patterns. Vineyard Vines also has lower price points, with most pieces under $100.
- Milly
New York based brand Milly offers bright prints and florals reminiscent of Lilly Pulitzer. It occupies a similar contemporary luxury price point with dresses around $300-$400.
However, Milly’s overall aesthetic is more modern and urban. The collection includes more solids and everyday workwear in addition to printed occasion dresses. The color palettes and silhouettes feel more trend-driven.
- Somerset by Alice + Olivia
This sub-label of Alice + Olivia has a similar whimsical, retro-inspired look as Lilly Pulitzer. Somerset focuses on florals, fruit prints, and 1960s inspired silhouettes. It also hits the contemporary luxury price point.
The styling skews younger and more fashion forward though, without the classic prep influence. Somerset rides trends more closely.
- Johanna Ortiz
Colombian designer Johanna Ortiz captures a similar romantic, feminine aesthetic as Lilly Pulitzer. Johanna Ortiz uses vibrant tropical prints and flattering cinched silhouettes.
However, the higher end luxury construction and $600+ price tags push it into a more elite designer territory beyond Lilly.
- Mara Hoffman
For bright, punchy prints in swimwear and resort wear, Mara Hoffman offers strong competition to Lilly Pulitzer. It has a vibrant bohemian vacation vibe at a contemporary price point.
However, Mara Hoffman diverges from Lilly’s classic preppy Palm Beach roots with its 1960s hippie inspirations and looser silhouettes.
Frequently Asked Questions (FAQ)
People are drawn to Lilly Pulitzer for the happy, preppy aesthetic and resort wear style. The bright prints are eye-catching and cheerful. Lilly evokes a sense of luxury vacationing and summer fun. Fans also appreciate the well-made classic silhouettes that come in petite and plus sizes.
Lilly Pulitzer is considered an accessible luxury brand. The prices are substantially higher than fast fashion or mall brands, with dresses averaging $150-$200. But Lilly is priced below true high end luxury designers like Chanel or Valentino which sell $4000+ dresses. Lilly occupies an aspirational niche between both markets.
While trends come and go, Lilly Pulitzer’s signature preppy Palm Beach style remains fashionable decade after decade. The classic cotton shift silhouettes feel both retro and timeless. Vintage Lilly pieces from the 60s and 70s can easily be worn today with a modern look. The vibrant floral prints add flair that feels more fashion forward than basic resort wear.
Lilly Pulitzer epitomizes a preppy aesthetic. The origins in Palm Beach, nautical inspiration, bright colors, and resort dressing all align with prep style. Fans love Lilly for its cheerful, optimistic vibe. While “preppy” can carry some negative connotations of stuffiness, Lilly Pulitzer infuses it with personality. The brand puts a fresh spin on classic American country club style.
Conclusion
While many brands try to emulate Lilly Pulitzer’s cheerful preppy style, none perfectly duplicate the entire lifestyle image. Lilly Pulitzer remains the authority on upbeat, optimistic American resort dressing with a touch of exclusivity.
The iconic palm and floral prints stand out from both mass market brands and niche designers occupying the same space. Lilly Pulitzer justifies its premium pricing by delivering a unique combination of print design, consistent silhouettes, and aspirational lifestyle that devotees find worth the investment.