Target responds to Lilly Pulitzer frenzy and angry customers

New York -- Target Corp. is responding to customers frustrated by their inability to buy items from the chain’s Lilly Pulitzer collection. The limited-edition line went live in the stores and online Sunday morning, with most of the items selling out within minutes.



In a Q&A on the company’s website, chief merchandising and supply chain officer Kathee Tesija said that while Target’s limited-edition designer collaborations often sell out, this one was unique “for how quickly our guests shopped and how much they purchased.”



As to the performance of the company’s website during the launch, Tesija called it "unacceptable."



“We’re taking a close look at what happened,” she said. “We’re committed to constant improvement, and are laser focused on providing our guests with a great, seamless experience.”



Reports started circulating almost as the line went on sale Sunday that items from the collection were being resold online, often at exorbitant mark-ups. But Tesija said that only 1.5% of the collection ended up on secondary sites.



For the full Q&A, click here.