When Target unveiled its Lilly Pulitzer for Target collection on Sunday morning, the web nearly went into a frenzy.
Shoppers queued up in the wee hours, hoping to snag clothing, accessories and home goods from the 250-piece line. Once inside stores, however, the racks were emptied almost instantly. While some retailers limit purchases of special collections, Target didn’t impose such restrictions.
Bigger headaches unfolded online. The planned 3 a.m. launch was pushed back, NBC News noted. The website later went offline entirely. Only a small portion of shoppers could reach the collection, and some who managed to start checkout encountered error messages when trying to complete purchases.
By the end of the day, Lilly pieces were gone from store shelves and eBay listings were filling up with heavily marked-up items.
What Makes Lilly Pulitzer for Target So Coveted?
Even after more than five decades, Lilly Pulitzer stands out with its Southern-inspired flair. The brand’s vivid prints and lively hues seem made for summer, though the original label’s prices are often aimed at a wealthier clientele.
And who wouldn’t jump at the chance to buy a designer dress or top at a dramatic markdown when Target offers that opportunity?
One recurring frustration with Target’s designer tie-ins — beyond the website glitches — is the drop in quality. Buyers get excited when a beloved designer partners with Target, but they frequently expect the same standard as the mainline brand. Premium labels are usually crafted in specialized ateliers, and even those high-end designers producing in China pay for the most skilled workers available there.
Target’s collaborative collections don’t always meet those benchmarks, and shoppers’ hopes for luxury can be dashed by awkward fits or cheap-feeling fabrics.
The Washington Post’s Robin Givhan expressed a strong disdain for Lilly Pulitzer that may seem extreme, but she’s sharp when it comes to spotting craftsmanship:
Target whipped up a feeding frenzy of shoppers seduced by inexpensive iterations of A-line sheaths that are mainly notable for their swirling, colorful motifs rather than for cut, material, workmanship or ingenuity. The enormous lines, crashed websites and lusty tweets under #LillyForTarget are less about consumers’ refined taste than proof that people adore a touch of leisure-class exclusivity, a brand name and a bargain — however that gets defined.
Over a Decade of Target Designer Partnerships
Target’s high-low designer collaborations have been around for a while; they began in 2003 when Isaac Mizrahi first produced a capsule line for the retailer. As these limited collections continued — recruiting designers like Rodarte, Proenza Schouler and Missoni — demand for one-off items has escalated into mania.
The 2012 Missoni collaboration, which included 400 pieces, outperformed even Black Friday and Cyber Monday online expectations for Target and brought down its site.
Target had anticipated the Lilly Pulitzer assortment would be available for several weeks, according to Target executive Kathee Tesija. Because it’s a limited run, styles won’t be restocked.
How to Get the Lilly Pulitzer Aesthetic for Less
Here’s the reality about Lilly Pulitzer pieces appearing on eBay: some listings are steeply overpriced, but the items that actually movetend to be priced closer to what they retailed for at Target.
Resellers often dream of scooping up large quantities of collaboration items to flip for profit. But budget-conscious Target shoppers aren’t likely to bite when an item listed on eBay for $150 originally sold in stores for $49.99.
So if you’re determined to land Lilly Pulitzer for Target items, checking eBay is a reasonable bet.
If you’d rather own genuine Lilly Pulitzer without paying $200–$400 for a dress, here are several ways to score a deal:
- Pop into local consignment stores. Consignment shop owners know what’s trending and usually put Lilly Pulitzer pieces front and center. Savvy sellers often post photos of their Lilly inventory on social platforms, so check the Instagram or Pinterest of your favorite consignment spots. You can also call ahead to ask about selection and sizes.
- Browse vintage shops. Lilly Pulitzer dates back to 1959, so there are plenty of classic vintage pieces available. Look on Etsy and ask nearby vintage stores if they have Lilly items suitable for summer. If you’re shopping on eBay, it’s smart to wait a few weeks before hunting for vintage Lilly — if you search now, inflated Lilly for Target listings will swamp your results.
- Scout estate sales. Lilly Pulitzer appeals across generations. To be delicate: those downsizing or estates often have closets full of Lilly and similar brands. If an estate sale features a clothing-heavy household, it might be advertised; even if it isn’t, it can be worth visiting to browse racks.
Your Turn: What are your thoughts on the commotion around Lilly Pulitzer for Target? Have other suggestions for finding designer pieces at lower prices? Also, don’t forget to check target coupons and target back to school deals for savings at Target.
