Yesterday……….Missoni and Target!!!!!!

Target hits it big with Missoni collection

Demand dries up 6-week supply in 1 day

September 13, 2011|By Sandra M. Jones | Tribune staff reporter

Target Corp. was upended by its own marketing power Tuesday when the much-anticipated Missoni clothing and home goods line, the discount chain’s biggest limited-designer collection to date, sold out at most stores and online in less than a day. The promotion was supposed to last for six weeks.

The Missoni for Target collection, made up of 400 items with the Italian luxury design house’s hallmark zig-zag patterns, was slated to run from Tuesday through Oct. 22 at 1,762 Target stores in the U.S. and online. But buzz in the fashion blogosphere leading up to the opening, stoked by Target’s advertising campaign, created what Target officials described as “unprecedented” demand.

 

Missoni mania crashes Target

  • Article by: JENNIFER BJORHUS , Star Tribune
  • Updated: September 14, 2011 – 11:00 AM

Tuesday’s launch of a line of Italian couture led to a frenzy that emptied shelves and shut down the retailer’s new website

Missoni madness swept store shelves and crashed Target’s website for hours Tuesday as the retailer launched its latest designer partnership.

“Missoni for Target” includes everything from cardigans and ballet flats to espresso cups and sheets from the Italian fashion house known for its bold zig-zag and geometric designs.

But the merchandise was gone before you could say “What’s Missoni?” (Think retro ’60s abstracts and grandma’s crocheted afghan turned into carry-on luggage.)

Fashionistas in the Twin Cities carted off the goods as store doors opened at 8 a.m., and orders from all over the Internet jammed the Minneapolis-based company’s new website, which was down for about three hours Tuesday.

“Due to an overwhelming amount of traffic to Target.com as a result of the Missoni launch this morning, guests are unable to access the site,” Target said in a midmorning statement, “we are working to get the site back up as soon as possible.”

The company slowly got the site back on line, but access was still limited Tuesday night. Visitors were greeted with Target’s stuffed bull terrier mascot and a message saying: “Woof! We are suddenly very popular.”

The company said Target.com was seeing greater demand than it does on a typical Black Friday.

Nancy Liss, a management supervisor who tracks consumer habits at the Minneapolis advertising agency Campbell Mithun, was among those Missoni shoppers at a store in Minnetonka.

“It was a perfect storm of fashion, value and exclusivity,” Liss said, noting Target’s successful pre-sale marketing campaign. “It was kind of a feast.”

Marketing research professor Akshay Rao attributed the Missoni rush to “frugality fatigue.”

“People are tired of not being able to consume like they used to,” said Rao, of the University of Minnesota’s Carlson School of Management. “Everybody’s been saying the sky is going to fall and that really hasn’t happened, so people are looking to engage in consumption.”

The online issues came as the nation’s No. 2 discount retailer works to fortify its Internet retailing presence and intertwine itself in customers’ digital lives. Target doesn’t give out its online sales numbers, but estimates from Internet Retailer magazine suggest it still lags far behind companies such as Wal-Mart and Best Buy Co. Inc.

As part of that effort, Target took back control of its website fromAmazon.com, which ran it for Target for years. Less than a month ago Target debuted its newly designed website that it spent two years re-engineering with SapientNitro to help drive Internet sales.

SapientNitro didn’t return calls Tuesday. Target declined to discuss the crash much beyond its statements, but insisted the problem was due only to intense Missoni demand.

Eric Beder, a retail analyst at investment bank Brean Murray, Carret & Co. in New York said he thinks the crash was demand-driven, and not caused by IT problems. “Looks like the Missoni line is going to be a huge winner,” Beder said. “People want their cheap chic and they want it now!”

The limited edition Missoni line runs only until Oct. 22. With 400 items, it’s Target’s largest collaboration with a designer yet. The launch was so highly anticipated that a preview pop-up store in New York City last week sold out in a matter of hours after zealous shoppers lined up and then ravaged the shelves.

In Edina, shoppers started lining up at the SuperTarget near Southdale about 15 minutes before its opening at 8 a.m., said Haley Sando, the store’s executive team leader. “I think we were a little bit blown away,” Sando said. “I just don’t think we were prepared for how fast things were going to go. Guests had full shopping carts, full baskets.”

Shoppers frustrated

Sando reported that clothing and accessories went first, followed by towels and bedding. By 9:30 a.m., the store was “wiped out,” she said. “People were shopping right off the flats as we were bringing it out.”

The shopping was congenial, she said, but left many people frustrated. She said the store might get more product to restock the shelves as early as Tuesday night, but there were no promises. “I heard one guest saying to another guest that she should load up her cart because she could sell it for twice as much.”

Frustrated shoppers flocked to Twitter and Target Style’s Facebook page to complain about people grabbing the merchandise and reselling it on eBay.

Sando compared Tuesday’s run on Missoni to the run on Liberty of London’s clothing in the spring of 2010, when Target launched that designer collaboration.

Tracy Morrison remembers that one, too. Morrison described herself as a “serious shopper” and “a mom of three fashionable girls.” She acknowledges being “slightly obsessed” with the whole pursuit of bargain designer fashions. But the Missoni deals were just too good, said Morrison who blogs about life, parenting and fashion atSellabitmum.com.

“Their sweater for this line is $50 to $60, which for Target is expensive but for couture, it’s a bargain,” said Morrison, who went online at 5 a.m. Tuesday to place a big order only to discover that some of the Missoni goods were already unavailable. She went back online later, and the site had crashed. One of the bargains she really had her sights set on was a blue-belted long cardigan.

After dropping children off at school, Morrison and her 2-year-old went on a mission by car … and eventually gave up. “I’ve driven to four stores,” Morrison said by cellphone from her car. “Everything’s gone. Women had shopping carts full of stuff. I’m driving to get a latte and go home.” The elusive blue cardigan remains out of reach.

(CNN) — Talk about an overwhelming response.

The much-anticipated launch of a new collaborative line between Italian designer Missoni and Target caused the retailer’s website to crash several times Tuesday.

“Target.com is seeing greater item demand than we do on a typical Black Friday, and the excitement for this limited-time designer collection is unprecedented,” the store said in a statement. “We are slowly bringing the site back online to ensure we can provide a positive shopping experience to our guests.”

By Wednesday, the site was back up and running, but many of the colorful, zigzag designs were out of stock.

Between 7:47 and 8 a.m. ET Tuesday, the Target.com homepage was completely down with a connection timeout error, according to AlertSite, a Web performance monitoring business. For most of Tuesday afternoon and evening, the homepage displayed a courtesy page of the Target dog letting visitors know the site was overloaded.

“We are suddenly extremely popular,” the page said.

The fervor wasn’t only online. At stores nationwide, customers eager to grab up the colorful zigzag designs began lining up hours before opening. Stores reported selling out of stock within hours as shoppers grabbed up clothing and housewares at deeply discounted prices.

A full-priced knit scarf by the iconic Italian designer runs from $175 to $200 at department stores such as Saks Fifth Avenue and Neiman Marcus. The Missoni for Target collection includes knit dresses and sweaters between $40 and $60. On the pricier side, a women’s bike costs $399.99 and a 28-inch piece of roller luggage, $199.99

The reaction comes amid considerable buzz leading up to the public debut of the collaboration. A private launch event September 7 in New York’s Times Square was described in media reports as a “madhouse” with celebs such as Emma Roberts, Camilla Belle and Rachel Zoe in attendance.

Actress Jessica Alba tweeted that she “dreamt about the Missoni 4 Target bike last night” and that she hoped her husband was “going to get it 4 me?!?” Singer Jessica Simpson retweeted Alba, saying that she wanted the bike, too: “So cute!”

Target has collaborated with other designers before, from Isaac Mizrahi to Jean Paul Gaultier, but none to this effect. The collection was scheduled to be available from Tuesday through October 22 at Target stores and Target.com. It was unclear how Tuesday’s activity would affect future sales.

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September 14, 2011. September.

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