Lilly Pulitzer is placing a greater focus on men’s fashion as it aims to expand its reach with its signature colorful and vibrant prints.
Last month, Lilly Pulitzer unveiled its first men’s collection in 15 years. Named “Men’s Stuff,” the collection draws inspiration from the brand’s original men’s line from the 1960s. It includes shirts, pants, blazers, and pocket squares. Encouraged by the “strong demand” and “consistent interest across all channels,” the company has committed to launching new menswear every season, according to executives speaking with Modern Retail.
“Men’s won’t be just a capsule or drop,” stated Craig Reynolds, Lilly Pulitzer’s Senior Vice President of Merchandising. “It will be a permanent part of our business, and we believe there’s room to grow.”
Lilly Pulitzer’s men’s collections were discontinued around the time of the Great Recession. In that difficult economic period, the brand pulled back and shifted its focus to its core women’s business. However, after celebrating its 65th anniversary last year, the company felt it was the right time to reintroduce menswear. Although Lilly Pulitzer had partnered with the golf brand Southern Tide for a limited collection of men’s shirts and shorts in 2023, this marks its full return to the segment.
“We’ve really leaned into our heritage and identity with this anniversary,” Reynolds said. “Prints are having a moment in menswear, and we’ve been pioneers in that area. Seizing on this energy seemed like a real opportunity for us.”
The brand’s return to men’s fashion comes at a time when it seeks to regain sales growth. Lilly Pulitzer, owned by Oxford Industries, Inc., reported $69.8 million in revenue for the third quarter of fiscal 2024, an 8.5% decrease from the previous year. Among its sibling brands, Lilly Pulitzer ranked behind Tommy Bahama ($161.3 million) but ahead of Johnny Was ($46.1 million) in terms of quarterly sales.
Lilly Pulitzer debuted the latest “Men’s Stuff” collection at a VIP fashion show in Florida last November. The 15-piece collection is priced from $128 to $498 and is available online and in stores. Reynolds noted that developing this collection was a natural process, as the brand was already working on new styles for its women’s line. Lilly Pulitzer’s in-house artists create custom artwork for each print, making it easy to adapt patterns for both men’s and women’s clothing.
Moving forward, the men’s collection will complement the women’s line, though “the styles can certainly stand alone,” according to Reynolds. Despite the new addition, the majority of Lilly Pulitzer’s merchandise will remain focused on women.
Once the decision was made to revive the men’s line, the company explored ways to modernize the clothing. It incorporated stretchy cotton into the pants, made the silhouettes more fitted, and downsized the tie collection to reflect the trend toward more casual dressing. Looking ahead, Lilly Pulitzer plans to expand into men’s swimwear and is also exploring performance fabrics that can be worn for golf or pickleball.
Gabriella Santaniello, founder of the consultancy A-Line Partners, told Modern Retail that Lilly Pulitzer’s move to bring back its men’s collection makes sense. “They are clearly identifying categories for growth, and right now, men’s is the logical place to start,” she said. “Culturally, it’s a good time given that we’re entering an era where fashion trends are leaning towards classic Americana, and Lilly embodies that while adding a fun twist.”
Santaniello also anticipates that the Lilly Pulitzer customer will buy something for herself and then pick up a gift for the man in her life. “That’s how a traditionally women’s brand gains traction in men’s,” she said, recalling how Lululemon’s men’s line initially saw many purchases made by women buying for men while in stores.
Lilly Pulitzer is marketing its new men’s collection via its website and social media channels, often showcasing men alongside women or children. One Instagram post caption reads, “Something iconic is making a comeback… and it’s not just for her.” The brand also hosted a preview of “Men’s Stuff” in February at a Palm Beach store.
Lilly Pulitzer plans to allocate a small portion of its store space to men’s apparel. The brand is investing more in physical retail and hopes customers will visit to experience the men’s products in person. With 67 stores, the brand is expanding into new markets, including Arizona, South Carolina, and Hawaii. Reynolds noted that sales are split 50/50 between online and brick-and-mortar locations.
“We’re always seeking new locations in resort areas that fit our brand,” Reynolds said. “We have plans for new stores… There’s a certain draw to the stores now.”
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