Lilly Pulitzer line at Target crashes site


ASSOCIATED PRESS: There was so much demand for the new line of products that the retail giant’s website crashed.

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ASSOCIATED PRESS: There was so much demand for the new line of products that the retail giant’s website crashed.

According to the Wall Street Journal, the number of visits to Target’s site was similar to Black Friday sales around Thanksgiving. The majority of the 250-item line was sold out three hours into the sale online, and some stores sold out within 30 minutes of opening.

Because the line is a limited collection most items will not be replenished, the Journal reported. Target’s Lilly Pulitzer collection is another example of a retailer partnering with a designer to create a capsule collection, which is more about creating buzz than selling product. These limited collections help set retailers apart while drawing more affluent shoppers to the store.

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