Vineyard Vines at Target.. got there early on Saturday, May 18th to see the collection in person. Lines started way before store opening at 8. The good news.. the shop in shop presentation was excellent. The merchandise, what little of it was left, looked good. Customers were clearly excited. The bad news.. customers were allowed to buy without limitation (just look on E-Bay), and were very, very disappointed. Those we spoke with just left the store. Sales associates were frustrated.. no information about replenishment. So, who benefits? Vineyard Vines gets a fabulous “capsule collection” presentation, and sells a lot of product. Their brand name gets exposed to a new audience. Target gets a coveted brand to present to its customer. But, this capsule collection, like the Lilly Pulitzer brand, is likely to have little long lasting positive impact, and only serves to frustrate the loyal Target customer and drive customers to E-Bay. Contrast this with the longer term Magnolia collection in home, which keeps getting better, and the Kid Made Modern collection from Todd Oldham.