This past Tuesday, Target launched their new Missoni designer collection, sending the bargain-hunting fashion world into complete and utter madness. ”This was Missoni mayhem,” said Joshua Thomas, a Target spokesman. “This is unprecedented.”
In a manner that can only be compared to Black Friday, Target’s website crashed several times throughout the day Tuesday. Some stores had crowds lined up early Tuesday morning to be the first to have grab at Missoni womens’ wear, bikes, stationary, houseware, luggage, and more. Many customers that placed an order online are recieving emails from Target informing them that the orders will be delayed, or worse- cancelled.
Jed Wexler, manager of Eight-Eighteen Strategies, a fashion consulting agency in NYC explains: “Target unintentionally (or was it intentionally?) accomplished the ‘digital velvet rope’ thing – a huge run on a product with limited access and supply, which inevitably generates buzz. It actually really worked in their favor. On the one hand they hate the fact that their site crashed for so long, but on the other hand, giddy that everyone is talking about it and that demand was so high that it produced a crash. After all, the collection did sell out. Amazingly, this ‘underestimation’ allowed Target to come out ahead here from a PR, marketing, and sales.”
Where does that leave Missoni enthusiasts who didn’t manage to snag the pieces they wanted? Never fear- if Target cannot manage to restock, Ebay currently has over 32,000 Missoni for Target items for sale.
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