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Target Launched an App for the Lilly Pulitzer Collab

Target x Lilly Pulitzer lookbook
Target x Lilly Pulitzer lookbook

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For the first time ever for one of its designer collaborations, Target has developed an app for Lilly Pulitzer collab enthusiasts. It's not shoppable, but rather serves to further immerse shoppers in the "Lilly Pulitzer experience" in anticipation of the collaboration launch. According to WWD, the app is an extension of an impending TV commercial.

"We invite viewers into a fun-filled party that starts on television and extends into a digital experience where parallax views allow the guests to explore the party from their vantage point and connect them directly with the Lilly product in each room," Todd Waterbury, a Target executive in charge of the campaign, said.

It looks to be live now on Target.com, accessible on desktops and mobile. App users can scroll around a Lilly Pulitzer-themed party, clicking on Target bullseyes as they appear on the collection's clothing and accessories to check the price of each item.