The Lilly Pulitzer ‘Riots’
The preppy favorite has once again caused retail chaos—this time at its annual warehouse sale, where fans of the brand fought over long lines.
Carlo Allegri/Getty
Lilly Pulitzer is a famously preppy brand. The clothes are bright and cheerful, perfect for spring weddings and garden parties, beloved by both Palm Beach socialites and sorority sisters nationwide.
Turns out, those particular customers can really throw down. In recent months, two Lilly Pulitzer events have turned into wildly chaotic disasters.
GALLERY: Lilly Pulitzer’s Most Iconic Photos
Last week, the company hosted its annual warehouse sale. Brand devotees took off work, forwent sleep, and courageously stood in multiple-hour lines to buy discounted Lilly dresses that normally sell for at least $200.
Unfortunately, the masses got a tad too rowdy and the company decided to shut the sale down early. The decision did not go over well:
@LillyPulitzer are you kidding! Been in line for 3 hours. Closed the doors at 6 instead of 8. Lost a customer....or more like 300😤
— Tish Pelly (@blessed_bytwo) June 4, 2015
@LillyPulitzer turned away people in line... Handed out a coupon for store purchase. What!
— Loretta (@cw_loretta) June 4, 2015
Chaos ensues as the #lillywarehousesale employees tell everyone waiting outside that no one will get in. #cathyispissed @LillyPulitzer
— Shannon Varcoe (@shannonvarcoe) June 4, 2015
Once again, no security at the @LillyPulitzer warehouse sale... once again being cut in line by dozens of wild girls. #ridiculous
— Cara Corradetti (@prezcara) June 4, 2015
When the only two days you're off next week are because you requested off for the Lily Pulitzer Warehouse sale. #TSM pic.twitter.com/O3Kr1w5U1h
— Alaina Maracotta ✝ (@alainamaracotta) May 29, 2015
Some of the outraged shoppers are reported to have driven 10 hours across state lines in hopes of buying the preppy clothing, which rarely goes on sale.
Reps for Lilly Pulitzer gave out fair warning about the long lines, and many in attendance were not sympathetic to the complaints of their fellow shoppers.
Warehouse Sale Tip: Line is VERY LONG. Visit us TMRW & SAT to maximize your print intake. We are restocking but won't be extending hours.
— Lilly Pulitzer (@LillyPulitzer) June 4, 2015
@LillyPulitzer gave every1 in line fair warning & updates on wait times. To those complaining, that's on you! #BOOHOO #lillywarehousesale
— Stephanie Molishus (@smolishus) June 5, 2015
Last week’s disaster is the second time in recent months that Lilly Pulitzer has inspired a retail firestorm. When Target produced a designer collection with the brand earlier this year, shoppers quickly bought out all the merchandise and then resold the pieces with massive markups on eBay. The collaboration also inspired some kvetching from Lilly’s snobbier fans—they were upset with the perceived decline of the brand’s luxury image in collaborating with the mass-market retailer.
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Surely, the wild, violent overreaction of Lilly Pulitzer fanatics can’t be helping that image issue.
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