Target's Marimekko launch more tame than Lilly Pulitzer

Target's (NYSE:TGT) limited-time only Marimekko Collection launched on April 17, but without the spark of some of its past collections.

The Finnish designer collection of beach accessories ranges from $7.99 to $499.99 and is available in stores and online, reported the Associated Press. At the end of the first day, under 50 of the 200 styles had sold out online, with similar results in-store.

The launch of the collection received a much different response than last spring's Lilly Pulitzer collection, which saw demand so heavy that items sold out online within hours and even faster in stores. In addition, Target's website was actually down for almost 20 minutes, resulting in angry social media battering.

"These collaborations are not intended to sell out in one day," Target spokesman Joshua Thomas told the Associated Press.

The two sales spikes for Marimekko on Sunday were in the early hours of the morning and again mid-afternoon.

Target has been trying to get back into the fashion fold by rapidly releasing new collections under the leadership of CEO Brian Cornell. The biggest challenge has been striking the balance between creating interest among consumers at a launch without creating a frenzy that causes websites delays. The company continues to work on the issue, as Target's site also reported a problem on Cyber Monday 2015 due to an overwhelming number of visitors.

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