After Some Technical Difficulties, Lilly Pulitzer for Target Promptly Sold Out Online

Sorry, y'all.
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Eliza Brooke
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Sorry, y'all.
The collaboration's pop-up. Photo: Cindy Ord/Getty Images

The collaboration's pop-up. Photo: Cindy Ord/Getty Images

The physical laws of retail demand that whatever giddiness shoppers exhibit in advance of a collaboration drop will be matched with equal frustration should they not be able to get their hands on said collection. Such was the case for Target's Lilly Pulitzer capsule, which lurched out of the gate in the early hours of Sunday after hours of technical delays.

From 11 p.m. ET on Saturday to nearly 4 a.m. Sunday, Target issued a series of tweets reassuring shoppers that it was "making adjustments" to the website to handle incoming demand, but that the launch of the collection was close. When it finally did go live — around 6 a.m., according to Fortune, and after receiving tweets like "I'm so tired I could cry. :(" and "IM GONNA SCREAM" — the merchandise didn't last long. 

As of Monday morning, the bulk of the collection was still sold out online, so those still thirsting for reasonably priced print dresses and home goods are likely best served by checking out their local store. The one hitch there: Target's plus-size Lilly Pulitzer range is online-only. While the speed with which it sold out is solid evidence that Target should consider stocking the plus-size portion of its collaborations in stores, too, it's stoked complaints from customers in the process.

The whole thing is eerily reminiscent of that time Target's Missoni collaboration crashed its website in 2011, disappointing legions of shoppers in the process. As numerous customers pointed out on Twitter, it's somewhat hard to believe that a company this large wouldn't be adequately prepared for designer release of this sort. Popular as the collection may have proved, it doesn't reflect well on Target's technical capabilities.

Reps for Target didn't immediately respond to request for comment on whether the collection will be restocked online.