Dear Lilly for Target,
Hello there. How has your day been? Great, I assume. You sold out your line in lightning speed. Congratulations.
Also, congratulations for losing me as a customer. Like many girls, I was more than excited for the Lilly for Target launch because I can’t afford $200+ for a dress. But you guys were going to provide a solution for girls like me. A chance to get Lilly at a fraction of the price. I’ve had the date marked in my planner ever since you announced the launch.
So April 19th rolls around. Unassuming me, you said the collection was going to be for several weeks. Why would I get up before the store opens, most brand launches are there for 3 weeks to a month. Target opens at 8 a.m. I call at 8:01 to see if the product is on the floor yet. And lo and behold, it’s sold out.
Sold out. At 8:01.
What went wrong Lilly? You of all people should know the epidemic of a shopping spree (After Party sale, Warehouse sale anyone?). So why wasn’t enough product provided to begin with? Why are there stories of items being ripped out of the hands of other people? Why are there stories of middle-age suburban moms buying things in bulk just to resell on Ebay?
You had the perfect opportunity to reach a demographic of people who can’t normally buy your products. Instead, you catered towards your elite, to those who will spend $200+ on a dress and not blink an eye.
You failed me, Lilly.
You had the option to create enough product or to create a limit per customer. But no, you didn’t heed such advice.
The worst of if it is the fact that you won’t even acknowledge the countless numbers of Lilly fans who have been asking for hours if there will be a restock. You haven’t acknowledged the numerous tweets with complaints, horror stories and questions.
I’ve been Twitter watching you. You have favorited the tweets of those who managed to get something and come out alive. You’re ignoring everyone else.
Is there going to be a restock? Do you even care?
So, congrats Lilly. All plans I had of ever being a customer with you are gone now. I will not grace your doors with my presence, nor your websites nor anything else.
To some, it might just be a clothing launch and if you snooze, you lose.
But for a company that marketed and advertised and hyped as much as you did, you failed to produce.
I for one do not want to partake in a brand that doesn’t prepare for its customers, that doesn’t care for them, that makes promises that fall through.
If we don’t stop things like this from happening again, we are just going to get overrun with madness.
I hope you eventually take into consideration all of the fans you could have had that you lost.