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You may remember when mom.me announced that the Target x Lilly Pulitzer lookbook had been released. The collection came out this week, and if you were hoping to get your hands on the collection, you're out of luck.
Sad? Angry? Don't worry, you're not alone.
The collaboration was only available for a few hours.
Shoppers lined up before sunrise to snag items from the collection and loaded their carts with entire racks of clothing.
Items from the collection started showing up on eBay at over double the original price.
People are using #LillyforTarget and #LillyforEbay and #forcedaccountability on Twitter to speak about the issue. There is also a campaign to boycott secondhand sellers until the prices fall below cost.
That wasn't supposed to happen. Target's chief merchandising and supply chain officer Kathee Tesija said that the company had planned to offer the 250-item limited-time, limited-supply collection for weeks, according to Fortune. This underestimation came after weeks of tracking social media.
Tesija took to the Target blog to give an official response:
"One of the things we're incredibly passionate about at Target is making great design accessible and affordable. When we see product that we've created for our guests being resold on the secondary market for a profit, it's disheartening because it takes away from the very intent of these programs. When we look at the amount of Lilly Pulitzer for Target product being resold, it translates to roughly 1.5 percent of the collection. While we'd prefer that number to be zero, it tells us that the vast majority of guests who purchased the collection did so with the intent of enjoying it for themselves."
What do you think about the Target craziness? Did you get your hands on any pieces in the collection?