So yes, I did get swept up in the insanity that was the Lilly for Target launch. As I wrote yesterday, I don’t do lines or crowds, but I am a night owl so I figured staying up and hitting refresh from midnight until whatever wee hour the Lilly stuff hit the Target website would be no big deal. I had pre-entered my credit card info and shipping info, had hearted all my picks in the Look Book so I wouldn’t just be dilly-dallying around picking stuff at random. I had prioritized my list and was ready to pick them off in order, stopping each time to check out, as advised by veterans of other designer collab launches. I had #lillyfortarget on lock in Twitter search and starting at 11:30 was trolling it, waiting for the action to start, thinking maybe Target would throw us a bone and maybe make it live a little bit early.
Midnight came and went and nothing on the Target site…no surprise. But then at 12:03, the games began with Lisa Barber/@PhysicalCanvas tweeting a link to the gold espadrilles
— Lisa Barber (@PhysicalCanvas) April 19, 2015
The line didn’t actually go live on the site until…well, who knows–it’s all a blur–but Lisa (who I don’t know and only discovered through this ordeal, but she rocked it–and with “only” 800 some Twitter followers, so take that brands who think only those with tens of thousands of followers are influencers. She was Googling individual items and finding the links before they were visible on the site, which was the only way I was able to get one of the coveted shift dresses. I forget what time the actual launch hit the site, if it ever even did–the site was such a crashed mess that it’s a wonder I managed to get any order in at all–I think it was around 1:30 or 2 am. Even with the direct links, you’d put the thing in your cart, go to check out, and it would be gone. When I woke up at 7 and checked the site again, every single thing I tried was sold out. The internet was crazed with hatred for Target’s poor web people. And the stores were apparently worse, sold out in minutes