Sales of Lilly Pulitzer Line Took Target by Surprise
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Target(NEW YORK) — A Target executive admitted Tuesday that the company was surprised by how quickly its Lilly Pulitzer line sold out over the weekend, prompting an Internet frenzy.
“Since we announced our partnership with Lilly Pulitzer earlier this year, the response has been nothing short of incredible, and that buzz has just continued to build,” said Chief Merchandising and Supply Chain Officer Kathee Tesija in a post to the company’s website. “We’ve had more than 150 designer partners, and this is now officially the most talked-about collaboration on social media that we’ve ever had.”
The line, which launched Sunday, brought heavy Internet traffic and lines at Target stores around the nation seeking to buy the resort wear brand’s products.
Though Tesija says the company expected high sales totals, they were still caught off guard when the product sold out Sunday morning.
“It’s not uncommon for items from our limited-edition designer collaboration to sell out,” Tesija acknowledged. “What’s unique about this line is how quickly our guests shopped and how much they purchased.”
Tesija noted that the company mistakenly “anticipated having enough product to offer the collection for several weeks.”
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