Target had planned to offer the 250-item limited-time, limited-supply collection for weeks, starting on Sunday, April 19th. Even though the online links are still there at http://www.target.com/c/lilly-...../-/N-4ymap
, shoppers overwhelmed the website and stores and everything sold out almost immediately. Clearly they underestimated the response. Do you think this type of promotion helps Target at all? Or will the response from upset customers have a negative impact?
Most of these designer collaborations are expected to sell out, and typically do, though in a matter of a few weeks. They create buzz and are a way to get new shoppers to come to Target, a benefit the retailer was deprived of, given the unintentionally short duration of the Lilly Pulitzer event. Target is not replenishing its Lilly Pulitzer inventory since it was meant to be a limited collection.
Almost immediately the Lilly for Target items were listed on Ebay, Facebook, and Instagram at double or triple the cost, some even higher. As of April 21, there were nearly 40,000 items posted on eBay!
Read more -
A few months back, they offered TOMS for Target, featuring more than 50 items, each under $50, available at all Target stores in the U.S. and Canada, as well as Target.com. In addition to Tom's traditional slip-on shoes, the collection also included home goods, and apparel and accessories for women, men and kids. True to Tom's policy, the purchases provided matching donations - more than 11 million meals, blankets and shoes to those in need. See details at https://corporate.target.com/a.....laboration