Minneapolis-based Target is under fire from fashionistas after hundreds of people lined up outside its stores to get their share of the company’s latest collaboration: Target x Vineyard Vines.
According to Yahoo Lifestyle, the new collaboration created an intense battle for the products, leaving many frustrated that items were quickly sold out online and in-store.
The products from the collaboration included 300-plus summer-themed home and outdoor goods, apparel, accessories and swim items. Most of the items are priced under $35.
“The limited-edition collection features the classic style that Vineyard Vines is known for, along with Target’s continued focus on value, design and innovation,” said Mark Tritton, executive vice president and chief merchandising officer for Target.
Target’s limited-edition partnerships with popular brands have been largely successful, although not without some mishaps.
In 2015, its hotly anticipated Lily Pulitzer collection sold out within hours, leaving many shoppers frustrated and angry. (Demand for products in its 2011 partnership with Missoni also exceeded supply.) Last spring, Target teamed up with Hunter on a limited-edition collection that drew some criticism when production issues delayed the brand’s signature rain boots from ending up in Target.