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Use Snapchat at any of the 31 Lilly Pulitzer stores across the country, and Lilly's signature brightly colored patterns will appear on your snaps automatically. It's possible via "geofilters," and Digiday reports that Lilly Pulitzer is the first fashion brand to create custom printed geofilters with the platform.
"We love Snapchat and have been very keen on doing something unique with them for a while," said Lilly Pulitzer creative communications vice president Jane Schoenborn-Paradis told Digiday. "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 Snapchat iniative kicked off on the Summer Solstice last weekend, and the brand will release new printed geofilters every month from now until December. Marketing to millennials using Snapchat is nothing new for Lilly Pulitzer — it threw a "Snapchat Party" way back in 2013.
"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."