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Getting Elbowed for a Boom! Sweater in Colma Before Brunch

Boom! The 3.1 Phillip Lim for Target fans are dynamite morning shoppers.
Boom! The 3.1 Phillip Lim for Target fans are dynamite morning shoppers.

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If you're just waking up to a (rare) sunny San Francisco morning, then pat yourself on the back for avoiding the Thunderdome at your local Target stores.

The parking lot was relatively quiet when we arrived at the Colma Target at 8:30 this morning, but that was just the calm before the 3.1 Phillip Lim storm. Inside the store, customers were buzzing about the apparel section and most of the merchandise was already gone. We actually watched —okay joined— shoppers stalking staffers between the dressing room and the 3.1 Phillip Lim display to snag sizes from the return rack.

If you did your "Find in Store" research on the Target website in the wee hours of the morning, you know that Colma (unlike City Target) was stocking 3.1 Phillip Lim bags and the Boom! sweater. Note the past tense, folks. Those pieces are long gone. We spotted the Boom! sweater (in our size!!!) when it was returned to a rack, but a grandmother literally (and we mean literally) elbowed her way to it when we reached for it. The Boom! dress wasn't nearly as popular; there were still plenty of sizes.

The Colma Target sold out of most of the dresses and print tops this morning, but there were still a few of the navy sequined dresses, and plenty of the solid tank tops. (We walked away with one of the white sheer tanks, which fit surprisingly well.) There was a healthy selection of the men's apparel, including the trench coats, but the men's bags sold out quickly.

If you want to brave the Colma Target gauntlet, the good news is that staffers are helpful: There is an iPad-toting team member on the sales floor to assist customers with ordering items online. There's also a possibility that items will be restocked during the week, though the staffer we spoke with didn't know when the next shipment would arrive. It may be good to be alive in Colma, but it's not so great to be a Phillip Lim collab shopper in Colma today.
·We're Live on the Scene at the Philip Lim x Target Launch [Racked]
·What's Left Online After the Phillip Lim for Target Launch [Racked]

Target: Colma

5001 Junipero Serra Blvd Colma, CA 94014