You’d think people were lined up for the new Krispy Kreme in town. But hundreds of customers lined up over the weekend in front of Targets nationwide for the launch of its new Lilly Pulitzer product line. In fact, the demand was so much that the merchandise quickly sold out in the store and online–making more than a few shoppers angry.
The event also caused a flurry of Twitter post, mainly from disappointed customers unable to purchase items.
But even ahead of Sunday’s launch of the resort-themed designer items, Target started posting updates about its website on Twitter.
For those still waiting for #LillyforTarget, we are continuing to work through our website experience. We will share updates as they come.
— Target (@Target) April 19, 2015
While Target.com didn’t crash, “there was extreme traffic” to the site, said Target spokesman Joshua Thomas. The company did shut it down for about 15 minutes at one point. And unfortunately, according to Thomas, Target does not plan to replenish supplies of the Pulitzer line, which had 250 different items.
Following the sellout, Pulitzer’s Target dresses and handbags could soon be found on eBay with more than 9,400 listings for items, reports USA Today. Prices are already at a premium.
Even with the anger, these sorts of “capsule collections” have created an advantage for Target, which, according to The Wall Street Journal, still manages to compete with retailers like Amazon in a crowded marketplace. Traffic on the website began to build two hours before the line even went live and was largely sold out online within three hours after the delayed 5am release.
Did you get your hands on any Target Pulitzer products?
