Target Corp. held its annual designer sale Sunday, but this year’s collaboration with Finland’s Marimekko failed to spark the excitement of previous collections when frenzied shoppers cleaned out stores and crashed Target’s website.
More than 200 discounted Marimekko items, from $20 bikini tops to $65 hammocks, went on sale early Sunday morning, and most of the items were still available on Target’s TGT, +0.79% site or in stores Sunday evening.
Early crowds at three New York-area stores were sparse, and many of those shopping were Europeans more familiar with the brand than Americans.
In other years, customers have shown up in droves at the crack of dawn to shop Target’s limited-edition merchandise. Target’s website last year was overwhelmed with traffic and store shelves were emptied shortly after opening with discounted dresses and items from Palm Beach luxury-brand Lilly Pulitzer.
The limited collaborations with high-end designers have helped one of the world’s largest discount retailers keep its cheap-chic appeal and draw in wealthier customers. The retailer says the one-off events are less about sales and more about generating buzz.