Social Data Mixed On OXM Brands

Organic social mentions of OXM’s Lilly Pulitzer brand were down 39% in Q2 year over year. The decrease in mentions may partially be due to the popular Lilly Pulitzer collection at Target last Summer. Lilly Pulitzer has historically made up 21% of net sales.

Organic mentions of OXM’s biggest brand, Tommy Bahama, are up 32% so far this year compared to the same period last year. Mentions of the brands were up 29% in Q2 year over year. Tommy Bahama has historically made up 68% of net sales.