Collabs: Target Explains Why Its Only Selling Plus-Size Lilly Pulitzer Online
Photo: Target
There was joy followed by a swift backlash when Target announced that it would offer plus-sizes for its latest designer collaboration, Lilly Pulitzer for Target, but these sizes would only be sold online and not in stores. A Target spokesman explained that decision to Refinery29, sort of blaming it on customers for not buying plus-sizes of its designer collaborations when they were last offered, which was with the Calypso St. Barth collab back in 2011.
Target spokesperson Joshua Thomas said: “We’re offering [plus sizes] on Target.com because Target.com gives us an opportunity to try different things. It affords us the opportunity to be flexible in terms of our assortment, and also, keeping in mind, the last time we did this, [offered plus in a designer collaboration,] it didn’t work.”
Thomas said that designer collabs lend themselves to online shopping in general, and that Target is responding to feedback from customers by adding sizes up to 18. “We need to take a measured approach in terms of responding to the guests, because they say this is something they want to purchase; so we’re hearing the feedback, we’re seeing the feedback, and what I think is really important, we are responding to the feedback,” he said.
· Target Defends Only Selling Lilly Pulitzer Plus Sizes Online [R29]
· Plus-Size Lilly Pulitzer x Target Pieces Will Only Be Sold Online [Racked]
· Lilly Pulitzer Is the Collab Win Target Needs [Racked]
