Target Corp.’s highly anticipated Lilly Pulitzer line of clothing and home goods debuted this weekend online and in stores, and the response downed the retailer’s site and cleared out stores.
Heavy traffic online crashed the site twice over the weekend, forcing many shoppers to try again later, when they found many items of the limited-edition, limited-supply line sold out.
Similarly, long lines formed at stores, but several shoppers left empty-handed and disappointed. Several items have already surfaced on eBay.
When a retailer’s website and/or app are overwhelmed, some say that is a “good problem” to have. Target’s Lilly Pulitzer situation is reminiscent of that suffered by Best Buy over the holidays. For Target now, unlike for Best Buy then, the event is a clear attention-getter and money-maker because of the limited-edition designer appeal and because the rush involved no discounting
But such issues, which for a shopper trying to access their online cart and checkout are extremely frustrating, will probably increasingly be seen as inept technology on the retailer’s part rather than simply frenzied exuberance about a limited edition fashion line.