Target’s “Lilly Pulitzer” sellout: Hit or miss?

RetailWire panelists agreed (for the most part) that the bad PR generated by the quick sellout of Lilly Pulitzer goods this week at Target outweighed the benefit. Yes, Target can use a “cheap chic” win, but not at the expense of alienating customers already fed up with weak execution. Here’s my brief take on the situation:

This is the biggest hit (and miss) since the Missoni introduction a few years ago. Yes, it’s good for Target’s brand cachet that they are forming successful alliances with wanted brands. But their feet must be held to the fire as far as poor execution and customer service. In what way is this fundamentally different from the problems that plaged Target when it couldn’t keep shelves full in Canada, or when its website crashed after its Amazon alliance ended?


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