Hundreds of thousands of fashion fans woke up early Sunday morning in hopes of snagging items from the highly anticipated Lilly Pulitzer for Target collaboration line, only to discover that most everything was already sold out.
The majority of people failed to secure anything online, as they -- along with hoards of others -- logged on as early as 3 a.m. to shop for products. Target.com, according to a company spokesperson, was inaccessible for 15 minutes to ensure that all products were being rolled out as efficiently as possible.
When it comes to collaborations, Target never announces a specific time that a line will be available online.
"We don’t give a specific time and it's not to be cute or coy," said spokesperson Joshua Thomas. "It's because the items roll out separately, and the pieces become available one by one."
Thomas, who clarified that Target.com was never shut down, confirmed to Mashable that all products online were virtually sold out, although some pieces remained at brick-and-mortar locations. "These collaborations are very, very small, and in terms of quantity and time, they’re expected to be in our network," he said.
However, customers who are hoping that stores will restock the Lilly Pulitzer collaboration items are out luck.
"It’s not going to be restocked," Thomas said. "It’s never our goal to sell out in a day; our goal in stores [is] from four to six weeks. It’s definitely a limited-time run. We do not restock or replenish. It really is a 'Get it now before it’s gone' type sale. Shop early, shop often."
Target addressed frustrated customers via Twitter earlier this morning:
We know you're frustrated & we're sorry. We appreciate your patience. You can now shop the #LillyforTarget collection http://t.co/7CxiiJQj9P— Target (@Target) April 19, 2015
In addition to the hoards of online shoppers, many others waited outside Target stores nationwide early Sunday. Hundreds of enthusiasts stood in line, readying their sharp elbows.
#lilyfortarget pic.twitter.com/xZS4kxihde— Kristine Langley (@klangley216) April 19, 2015
Disappointment, shock, and outrage ensued, as most shoppers quickly discovered that the stock was sold out in most of their local stores.
#LilyForTarget was insane! Was there 5 minutes after opening and 80% of the stuff were all gone. Then all sold out. pic.twitter.com/AZ7fXVRQbq— MelissaSimply (@MelissaSimply) April 19, 2015
Seriously all I wanted was beach bag, pair of sandals & the pink dress #LilyforTarget tried online 3 stores by 9:30 all sold out #Ridiculous— Pam Ansted Uller (@Pamlau1) April 19, 2015
"Unfortunately I drove 1.5 hours to go," Emilee Anderson of Georgia told Mashable. "[I] got there and [the] racks were already down as if it never happened. I went to [the] Evans location. People were taking the boxes before employees could unload them. It was gone in a minute, 27 seconds."
Anderson's story was typical of most consumers Sunday, as Target was unable to keep up with heavy customer demand. The madness inside stores was well documented online, where shoppers compared their experiences to that of The Hunger Games film series.
I feel like I just participated in the Hunger Games @Target #LillyforTarget @LillyPulitzer— Corrie (@CorrieBelle18) April 19, 2015
Lilly for Target felt like Hunger Games, but at least Katniss got a dress. @target #lillypulitzer #emptyhanded— Anna Whiston-Donalds (@aninchofgray) April 19, 2015
If you've ever been curious to know what the hunger games must be like, just go to target on #LillyforTarget launch day. @LillyPulitzer— ♔ francesca lumetta (@cescamarissa) April 19, 2015
"this is like the hunger games - lilly pulitzer edition" direct quote outside the fitting rooms #LillyforTarget— Jen Klein (@jklein725) April 19, 2015
Thanks to online complaints like those, above, the Lilly Pulitzer collaboration has become Target's most buzzed-about launch on social media.
A look inside the stores found that most of the racks were already empty by as early as 9:30 a.m. There were hundreds who complained of the many shoppers who bought everything in sight in hopes of reselling items on eBay.
Sad that #lilyfortarget is all on eBay for double or more the price. Don't buy it!!! #ruineditforothers— Susan Rusche (@velvetlocks) April 19, 2015
I can't believe these stories about people selling #LilyForTarget items on @eBay . Don't allow them to sell eBay!!! Come on!! #ridiculous— Victoria (@victoriatweeets) April 19, 2015
@jessicaa_133 Just checked #Ebay, saw a #lilyforTarget dress selling for $200 #GreedyResellers— Sharon Irons (@shrnirons) April 19, 2015
Indeed, it's big business online. A cursory glance on the ecommerce website shows items such as a clutch for $2,695. In addition, hammocks are going for $899, while a patio umbrella is on the market for $550.
Keep in mind, Lilly Pultizer prices outside of its Target Collaboration, are not that out of reach. They go from $48 for sunglasses to $198 for a shift dress. So if this whole Target thing doesn't work out, customers can always just, you know, go out and buy the real deal.