Racked reports that Target has developed a special app for the Lilly Pulitzer for Target collab. It's not shoppable, but rather serves to further immerse shoppers in the "Lilly Pulitzer experience" in anticipation of the collaboration launch.
"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," said Todd Waterbury, a Target executive in charge of the campaign.
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.
Also: New Yorkers will get early access to the Lilly line when Bryant Park is turned into a full-on "Lilly Resort" on Thursday, April 16th (3 days in advance of the official debut of the collection in stores and online). From 8am to 6pm, the entire collection will be available for purchase, and shoppers can indulge in fun little extras like ping pong, a juice bar, and a manicure station stocked with Essie polishes. Racked recommends getting there early if you're looking to shop, as the shopping portion of the pop-up event will only being open while supplies last.