Earlier this morning, Target’s online Lilly for Target store was temporarily shut down due to the overwhelming number of online shoppers. Thus leaving Lilly fans disgruntled and shoppers frantic to grab whatever they could get their hands on in the actual Target stores.
When the Lilly collection was first announced by Target’s corporate website, I thought this was a great marketing proposition. Clearly, Pulitzer wanted to reach broader audiences and by partnering with Target it allowed for other demographics to be introduced to this style of clothing and lifestyle products. I couldn’t see the harm in this partnership–Lilly fans would get their favorite items at a cheaper price and Lilly’s brand awareness would increase.
The 250-item collection line was in such high demand that nearly three hours into the sale the collection was sold out, according to The Wall Street Journal. Pictures on various social media accounts have been cropping up, showing the lines shoppers stood in just to make it to a Target in time for their 8 am opening. By closing the website and having a limited amount of collection items on the store floors, it created the “buzz” Lilly for Target anticipated. This was their goal, to gain public interest and knowledge of the brand–and they did just that.
What bothers me about the #LillyforTarget mess is how incredibly nauseating it was to see, read, and even hear first hand. I went to Target today–for index cards and concealer–and was told by a worker that they had already sold out of Pulitzer items other than a few nail polishes, a vase and what looked like a towel. One worker said that a girl came up to him and asked him to pick which color nail polish she should get. She didn’t care what color it was, she only cared about the brand name stamped on the bottle.
I support personal style, even if it bleeds into your interior decorating *cough* *cough* I saw that vase. On the contrary, clearing out stores and buying mass amounts of brand name materials just to have the brand name materials seems slightly unnecessary. Take the girl who asked a Target worker what color nail polish she should get for instance, she doesn’t care if she likes the color–what mattered to her was the name on the polish. Seems a little extreme to me. Then again I still wear dark colors in the Spring and admit I own nothing from Lilly Pulitzer, so perhaps that’s why I just don’t understand the craze.
Are you a Pulitzer fan? Let me know what you thought of the #LillyforTarget collection launch.