Unprepared? Target Says Missoni Collection a ‘Hit’
Target’s collection of the Italian company Missoni, founded in 1953, is “a hit” according to a Target spokeswoman.
Target calls the launch of its designer Missoni collection a success after shoppers flocked to store for the launch on Tuesday, even reportedly crashing the retailer’s website. Many shoppers found only leftovers at stores that were picked apart before the day ended.
Target has launched “fashion-forward” lines before, including that of Zac Posen. Other fashion “discount” stores have also partnered with celebrity and luxury designers. H&M teamed up with luxury Roberto Cavalli and Karl Lagerfeld, the creative director for Chanel.
But none seemed to have launched with such frenzy as that of Target’s Missoni collection.
While luxury department stores can sell Missoni items for up to$8,000, Target said it is selling more than 400 items, including women’s and men’s clothing, accessories and furniture ranging in price from $2.99 to $599.99.
The big-box retailer said most items from the collection cost less than $40. Sales of the collection, exclusively in Target stores and on its website, are planned until Oct. 22.
A spokeswoman for the company said Target does not release sales data but that the collection is “a hit.”
“Pending availability, select pieces from the collection, including a variety of online-only items, will be available for an extended run through early December at Target.com,” according to Target’s press release from July.
Less than 24 hours after the sale started, only four items remained in one store in Washington D.C., the Washington Post reported. The collection was reportedly sold out within ten to 15 minutes in some stores in New York.