Lily Pulitzer created some serious buzz when the line of high-end women’s clothing and accessories decided to team up with the budget retailer Target. The brand typically sells for hundreds of dollars, but items were priced at between $2 to $150. Fans of the brand knew that the line would be popular, but no one was able to predict just how popular the fashion line would be.Many fans reported that the line sold out in minutes and left many fans without any items.
Lily fans posted about the launch of the Target and Lily Pulitzer collaboration on Instagram and twitter. In many places lines stretched out the door while mostly women waited to get in the store. Fans reported that people were just pulling items off the rack and putting them in their buggies as fast as they could, without worry about trying them on for size. Other women speculated that they were planning on selling the items on e-bay or swapping sizes with friends and family, and condemned the behavior of these women. Sam Tabar (prnewswire.com) has read that many women walked away disappointed that they were unable to score any merchandise.
In addition to the chaos at the stores, there was also chaos online. So many people tried to get on the target website in order to buy Lily merchandise that the online store not only sold out, but they crashed the website, and Target had to redesign their website and take it offline for a few hours so it could better handle the traffic.