Dive Brief:

• Target Corp.’s highly anticipated Lilly Pulitzer line of clothing and home goods debuted this weekend online and in stores, and the response downed the retailer’s site and cleared out stores.

• Heavy traffic online crashed the site twice over the weekend, forcing many shoppers to try again later, when they found many items of the limited-edition, limited-supply line sold out. 

• Similarly, long lines formed at stores, but several shoppers left empty-handed and disappointed. Several items have already surfaced on eBay. 

Dive Insight:

When a retailer’s website and/or app are overwhelmed, some say that is a “good problem” to have. Target’s Lilly Pulitzer situation is reminiscent of that suffered by Best Buy over the holidays. For Target now, unlike for Best Buy then, the event is a clear attention-getter and money-maker because of the limited-edition designer appeal and because the rush involved no discounting

But such issues, which for a shopper trying to access their online cart and checkout are extremely frustrating, will probably increasingly be seen as inept technology on the retailer’s part rather than simply frenzied exuberance about a limited edition fashion line.