Target’s Marimekko Collection Fails To Repeat Last Years’ Crowds

Target’s Marimekko Collection Fails To Repeat Last Years’ Crowds

The discount retailer has used its annual designer collaborations to generate buzz and attract wealthier customers to its cheap-chic appeal.

Target’s latest designer collaboration with Marimekko didn’t reach the state of shopper frenzy on Sunday that was set during its Lilly Pulitzer partnership last year.

The Minneapolis-based retailer’s annual designer sale featured more than 200 items by the Finnish fashion company Marimekko, ranging from swimwear to hammocks. Items from Target’s spring 2015 collection with Lilly Pulitzer sold out within the first day of release and online traffic at one point crashed Target’s website.

Early crowds were comparatively sparse this Sunday, the Wall Street Journal said, with one customer noting the shopping process wasn’t as much of “a mob scene” as last year.

“The purchase urgency was less than it was with the Lilly Pulitzer collection in the very early morning hours,” a Target spokesperson told the newspaper. “We don’t intend for [the Marimekko items] to sell out in a day.”

Target announced its partnership with Marimekko back in March during an investor meeting in New York. Julie Guggemos, Target’s senior vice president of product design and development, said the retailer had been eyeing a partnership with the Finnish designer for quite a while.

Founded in postwar Finland, the brand credits First Lady Jacqueline Kennedy’s 1960 Sport Illustrated cover appearance in a Marimekko dress for its initial rise into the international spotlight.