Target’s Missoni Brings Brings Down target.com

Target’s latest Private Brand collaboration with a high-end designer — in this case, Italian fashion house Missoni — got off to an amazing start today. Demand was so high for clothing, shoes and other goods adorned with Missoni’s trademark zigzag that it brought down all of Target.com. Missoni items became available this morning and by 9 a.m., target.com was brought to its knees. Meanwhile, fashionistas and soccer moms alike, were invading stores, cleaning out many locations in just a few hours.

The site has worked intermittently throughout the afternoon, but many items are now out of stock. For example, fans of the ballet flats adorned with multicolored zigzags will have to look elsewhere — possibly eBay, where the shoes, which Target priced at $29.99, are selling for $129.99. That’s still a steal, however, compared to a pair from Missoni’s upscale line: A flat similar to the Target pair is selling on Amazon.com for $435.

The Missoni for Target pop-up store in NYC was scheduled to stay open September 8-10, but hordes of shoppers picked the store clean forcing it to close within an hour of its opening at 9 a.m.



Facebooktwittergoogle_plusredditpinterestlinkedinmail
Previous articlePrivate Brand: The Competitve Advantage at Kroger
Next articleThe Future Visual Codes of Health and Wellbeing in Private Brand
Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.