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Archive for September 13th, 2011

After Missoni–Lessons for Target

Tuesday, September 13th, 2011

Off, into the sunset. Even the $399.99 Missoni bicycle for Target reportedly sold out all units nationwide today.

It’s 9:26 p.m.–a full 16 hours after the limited edition Missioni collection launched on, and the website is still down. Meanwhile, more than 15,000 items from the Missoni for Target collection are already on eBay, many selling for double the original price. Target is attempting to respond to every angry Tweet sent to @TargetStyle. The retailer says some stores will receive more Missioni in the next few days; online will not. Target spokesman Joshua Thomas spent the day apologizing for the empty racks and online woes, saying traffic was heavier than a typical Black Friday and demand far exceeded expectations. You’d think the fact that a pop-up in New York sold out of its entire stock within six hours last week might have better prepared the company for what happened today.

Now, Target must scramble to fill the space that was earmarked for Missioni for the next six weeks (Xhiliration, anyone? Anyone?). While the stores may experience increased traffic for the next few days from people hoping for more, word spread fast that it’s all gone. Target counts on its designer lines to drive traffic to other departments within the store. If you’re not making an extra trip for Missoni, you’re also not grabbing the inevitable $100 of incidentals. Time will tell if this frenzy actually hurt, more than it helped Target.

So what’s the takeaway?

1. More bandwidth online. Or a beefed up help desk? Basically, don’t test your redesigned website with your most heavily hyped designer collaboration.

2. Make sure marketing matches production. The ads always look amazing. The collections don’t always live up, or in this case, live on. When you’re investing in ads in Vogue and throwing parties at New York Fashion Week, you better be prepared for demand.

3. Thinkfast. It would likely take too long to re-issue, and by that time, the fashion-mob moment will have passed and word will be out on how things actually fit. But perhaps Target could capitalize on the attention by letting desperate shoppers order ahead for certain items to be re-issued, or even vote on select items to bring back. That would stick it to those who immediately tried to sell on eBay, extend the Missoni buzz, and serve as a mea culpa to frustrated customers.

Missoni Mayhem

Tuesday, September 13th, 2011

It will likely go down as Target’s most successful designer partnership ever: the limited edition Missoni for Target collection hit stores this morning….and sold out most places before 10 a.m. Meanwhile, was down for around three hours (intentional, or overcrowded?). As of 11 a.m., there are (or were) still pieces available online – women’s, girls and home – if you can get through. Don’t expect the racks to be restocked–historically, when Target’s designer collections are gone, they’re gone.

Who knew we loved Missoni this much? I think a couple of factors fueled this morning’s shopping frenzy. 1. Great timing, with the collection coming out during New York Fashion Week. Last week’s Missoni for Target preview in New York got a lot of media attention, with A-list editors like Nina Garcia gushing about it on Twitter. 2. It looks legit. Missoni has such a distinct style, and the Target items reflect that.

So. That’s that. You might need a Dramamine to get through the skyway the rest of the week, what with all those zigzag prints coming and going. | Mpls.St.Paul Magazine © 2008 MSP Communications, Inc. All rights reserved