Early Sunday morning, girls lined up outside of Target in anticipation for the new Lilly Pulitzer collection. The limited time patterns and 250 items were expected to be offered for a few weeks. However, due to the high demand, Targets across the country were completely out of stock in a matter of hours.

Not only were the stores “Lilly-less” by the afternoon, but the website was too. Every online item was marked by the red, unwelcoming out of stock sign.

“I was so disappointed they didn’t have anything left,” said freshman Taylor Astin.

So how did this happen? Although Target had been monitoring social media, they still underestimated how popular it would be on the big day. Kathee Tesaji, chief merchandising and supply chain officer, publicly apologized after the incident saying “The experience guests had on Target.com early Sunday morning wasn’t acceptable. It’s as simple as that. We didn’t get there for this launch and for that we’re sorry.”

Many underwhelmed customers are refusing to show forgiveness, but Astin is not.

“I will love Target no matter what,” she said.

Those who managed to buy items before they were sold out had a great opportunity in their hands. Over 1.5% of the merchandise was sold on other websites such as EBay with the prices nearly three times more than the original cost.

Due to the limited collection being, well, not-so-limited anymore, Target will not replenish their stock.

“When we see products that we’ve created for our guests being resold on the secondary market for a profit, it’s disheartening because it takes away from the very intent of these programs,” remarked Tesaji.

So for the girls who were hoping to get less expensive Lilly Pulitzer items, they will have to think again. Hopefully, Target will be able to regain their fashion reputation despite this  incident.