Headlines

Target Hit with Missoni Frenzy

Limited edition launch crashes web site, sells out in stores

Published

13 years ago

September 14, 2011

VMSD Staff

Target Corp. (Minneapolis) introduced a limited-edition Missoni for Target line yesterday. The result? The Target.com site was wiped out for most of the day and stores selling out of Missoni items, such as skirts in the brand’s signature zigzag design and patio sets, within hours.

“The excitement for this limited-time designer collection is unprecedented,” Morgan O’Murray, a spokeswoman for Target, said in an e-mail to The New York Times.

Shoppers took to Twitter and other social media sites posting furious messages and commiserated about the site’s failure.

The Missoni line was the latest in a series of low-price designer collections for Target, including Calypso St. Barth and Liberty of London.

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