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Target’s 'Pulitzer' prize

Target's (TGT) website erupted in a Black-Friday-like fashion Sunday, when customers clamored for the debut of the new Lilly Pulitzer designer line.  The limited edition products sold out within hours, leaving many shoppers empty-handed.

Heavy demand overwhelmed the retailer's website, causing it to shut down briefly. “We know you're frustrated & we're sorry. We appreciate your patience,” said a post on Target’s twitter feed.

Shortly after the products sold out, thousands of postings appeared on eBay reselling Target's Lilly Pulitzer items at a steep markup. A $34 maxi dress sold for over $200, while a $30 cup set was purchased at $126. A Target spokesman said the retailer does not plan to replenish supplies of the line.

Frustrated customers lashed out on Twitter, calling the experience confusing and a “nightmare.”

“I tried to buy a little girl $18 bathing suit, but it's out. I can't get it, they’re all gone,” says Yahoo Finance’s Jen Rogers.

Lilly Pulitzer for Target Announcement Event
Lilly Pulitzer for Target Announcement Event

Get the Latest Market Data and News with the Yahoo Finance App

Over the past decade, Target’s one-off designer lines have crafted the retailer's 'Cheap Chic' image, with collaborations including Alexander McQueen, Zac Posen, and Tory Burch. Yahoo Finance’s Aaron Task thinks the Lilly Pulitzer attention will help bring back the "Tar-jay caché."

"Having your website go down and leaving some consumers frustrated and angry...that's not a good thing," he says. "But I think this is maybe a step in the right direction for Target, to get back to what made them great, which is a place where you can get fashion for less."

Task adds that Target's Lilly Pulitzer campaign is part of a new era of "omnichannel" media marketing.

"You've got to be everywhere: you've got to be on social, you've got to be in the stores, you've got to be on the website, and then you have these pop up stores," he says. "I think we're going to see more of those kind of things that try to bring about a sense that this is an event. It's not just business as usual, and that typically is a good thing that gets consumers excited."

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