According to the Wall Street Journal, the lines were thin at three New York area stores on Sunday morning when Marimekko launched. Thats a dramatic contrast from last year, when shoppers lined up overnight at many Target stores so they could fill their carts with Lily Pulitzer-branded goods.
The muted reaction to Marimekko is probably not a bad thing. Target came under heavy criticism last year when many of its stores were cleared out of nearly all Lily Pulitzer goods within hours, and the items sold out online in hours.