Lilly Pulitzer for Target Collection Causes Shopping Frenzy

By Staff Reporter - 19 Apr '15 20:54PM

The Lilly for Target collection offers discounted versions of resort wear apparel and accessories by Lilly Pulitzer.

Much of the collection was sold out online and in stores within hours of going on sale Sunday morning, drawing ire from Lilly lovers who missed out on the chance to own discounted versions of the brand's designs.

The retailer's website crashed not long after the 250-item-strong designer partnership began rolling out, some time between 4:00 and 6:00 a.m., which meant that the only place eager shoppers could snag their coveted green-and-pink-print swag was at an actual, brick-and-mortar store.

Disgruntled shoppers complained about website outages and difficulties in placing orders - and Target responded to some on Twitter.

The 250-piece collection features items in 15 exclusive prints at attractive prices compared to other stores.

Every country club mom in Augusta rn #LillyforTarget pic.twitter.com/6kbGnmf1v3

— carly houck (@carlyhouuck) April 19, 2015

The things Southern girls do for @LillyPulitzer #LillyforTarget

My #LillyforTarget experience went like... pic.twitter.com/8jlLsYSXGk — Chandra Allard (@ChandraAllard) April 19, 2015

The 250-piece collection features items in 15 exclusive prints at attractive prices compared to other stores.
Lilly’s signature sleeveless, collarless shift for adults currently retails from $180 to $300; the Target version is available for $38. Target’s Lilly bikinis are priced at $48 for the top and bottom, compared to $136 for the two pieces.

In a tweet the company said,”The Lilly for Target collection is available for a limited time. We do not anticipate more items becoming available.”
“We are learning from these experiences and sharing with our online and store teams,” the company said in response to another irate customer.

Pulitzer herself died in 2013 at the age of 81, but the brand lives on. Her shift dresses became a signature of the Palm Beach, Florida, party set after she starting selling them from a juice stand in 1959.