Target wins a Pulitzer, shoppers cry foul

Ain’t that a beach — Target’s already out of Lilly Pulitzer!

Cheap chic discounter Target was faced with a slew of irate customers after a Lilly Pulitzer capsule collection sold out within hours of its launch.

Crushing demand for floralprint bathing suits, pastelcolored cotton shifts, handbags and housewares briefly crashed Target’s Web site Sunday morning, the retailer admitted.

Angry Lilly Pulitzer fans posted photos of long lines snaking around Target stores — and the empty racks that greeted them.

Indeed, many first comers were hauling off the merchandise by the armful, according to social media posts. Within hours, the fashions were up for sale online at fat markups.

“Didn’t realize @ eBaywas the third partner with the @ LillyPulitzer@ Target collaboration,” public relations adviser Carolyn Blackman tweeted.

For example, a Lilly Pulitzer for Target “Girafeeey” dress — priced at $ 38 on Target’s site and sold out — was posted at $ 99 on eBay late afternoon Sunday.

Target spokesman Joshua Thomas said the retailer does its “collaborations” with designers “primarily to generate conversation buzz. They’re not necessarily a sales driver for us.”

Still, Thomas added that “a program isn’t intended to sell out in one day — you really don’t know how the consumer’s going to react.”

For better or worse, the Lilly Pulitzer launch was Target’s “most talked about collaboration ever,” eclipsing last fall’s capsule collection with Joseph Altuzarra, among others, according to Thomas.

“Don’t call it a collection if it will only be available for five minutes on one day — that’s called a flash sale,” tweeted Allison Lothrop of Memphis, Tenn.