Target Corp. TGT witnessed huge traffic across its website and brick and mortar stores for its discounted Lilly Pulitzer line on Sunday. The designer collection was such a booming success that the stock was sold out in no time both offline and online. Yet many shoppers were disappointed as the company’s website was unable to handle the high volume of traffic, as per sources.
Industry experts went on to compare the overwhelming response with that of Black Friday, when retailers usually witness massive traffic. The hype around Lilly Pulitzer was also built up by virtue of its being a limited collection.
However, the company’s website crashed moments after the much-awaited 250-item Lilly Pulitzer collection went live at 3 a.m. The event reminded many shoppers of a similar incident that took place in 2011, when Target launched its Missoni collection.
Market analysts believe that the crashing of the website played a spoilsport and the company should have taken preparatory measures, especially if it had a hunch of the vogue that the product line could create. They added that Target needs to work more on its omni-channel scale, as more buyers are prefer online shopping.
Keeping criticism aside, analysts also believe that that the success of the Lilly Pulitzer collection has made Target more competitive against retailers such as Macy’s, Inc. M, Williams-Sonoma Inc. WSM and Wal-Mart Stores Inc. WMT. They believe that the strategy of launching such limited edition and budget-friendly lines of clothing is a great traffic puller.
Target currently carries a Zacks Rank #3 (Hold).
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