Why Selling Out So Quickly at Target Is So Good for Lilly Pulitzer

Collection was eagerly anticipated and didn't last long in most stores or online

Much to the chagrin of Lilly Pulitzer fans seeking a bargain, the designer's collection for Target, which launched yesterday, has nearly sold out. But while hopeful consumers may be miffed—Target's website was overwhelmed by the sudden rush, and long lines at stores left many empty-handed—the increased exposure and demand has boosted Lilly Pulitzer's brand and social media presence, according to marketing and branding experts.