It was supposed to make consumers happy. Last month, Target launched a line of clothes designed by Lilly Pulitzer. Within hours, however, things turned ugly. Customers flooded the stores and cleared the shelves. The story online was the same, a torrent of early sales caused Target’s website to crash and supplies to vanish. Shoppers who came up empty-handed fumed when Target announced that it would not restock the clothing line. The anger only increased when items from the limited-edition collection began popping up on eBay for several times the prices they were offered at Target.
Who would have guessed, the media wondered that the designer of preppy resort wear could cause so much trouble?
René Girard, for one.