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First there's Black Friday, then Cyber Monday. Now, there's Target Tuesday as millions of hits repeatedly crash Target's website as shoppers dash for these exclusive designer items made by Italian fashion designer Missoni.
Designer's line creates Black Friday-like buzz, crashes Target website
that typically comes on the day after Thanksgiving, Target's
website crashed several times throughout the day and more than
hundred shoppers lined up at many of its stores early in the
morning on Tuesday for a sale of limited offerings of its Missoni
for Target collection of bikes, luggage, clothes and
housewares.
designer Missoni exclusively for the cheap chic retailer features
its trademark zig-zag patterns for between $2.99 for stationary and
$599.99 for patio furniture -- a fraction of the price of the
designer's real duds that can cost $595 to $1,500.
"This was Missoni mayhem," said Joshua Thomas, a
Target spokesman. "This is unprecedented."
So-called limited partnerships, in which high-end
designers create cheaper versions of their fashions for at
lower-end stores, have become popular in recent years because they
appeal to cost-conscious customers who want to be stylist but
aren't willing to pay designer prices. At a time when Americans
are watching every dollar they spend, the limited-time offerings
are also part of a growing strategy by retailers to spur impulse
buys by creating a sense of urgency for shoppers to buy.
Swedish retailer H&M, which caters to 20- and
30-somethings with trendy clothes, often attracts long lines at its
stores that reach around the block when it offers limited-run
affordable collaborations from upscale designers like Jimmy Choo.
It also will be launching a less expensive version of the Italian
designer Versace's fashion collection in November.
of buzz for its limited partnerships with designers and fashion
brands, including its latest success with Liberty of London last
year. Target offered 300 items with the designer, which is known
for its floral prints, and sold out of most of the merchandise in a
couple of days.
to create buzz around the Missoni by Target collection. Target
declined to comment on how much the company spent on marketing, but
it targeted social media sites like Twitter and had ads on TV and
in Vogue magazine.
But soon after, online consumes came face-to- face with its mascot
bulldog along with the disappointing news: "Woof! We are
suddenly extremely popular. You may not be able to access our site
momentarily due to unusually high traffic. Please stay here and
we'll try to get you in as soon as we can!"
Busy Phillips, who plays Laura in ABC's "Cougar
Town," tweeted: "Got the bike. Not the colorful one but
still SO EXCITED."
October at all 1,700 stores around the country. But shoppers will
be lucky if they can find something they want. In fact, based on a
spot check by Target of stores in Minneapolis area, everything had
sold out by Tuesday morning. Target is replenishing some
merchandise over the next few days, but it will trickle
in.
fleeting nature of the Target's Missoni collection. As of
Tuesday afternoon, there were 1,591 listings for Missoni for Target
on eBay.com that were selling for more than double the price found
at the discounter. Travel totes were going for $169, while shoes
were selling for $129.99.
a temporary store in Manhattan at the start of New York Fashion
Week last Thursday. But the colorful shop, which spanned six city
blocks, had planned to stay open for three days, but winded up
closing after six hours because items sold out.
Black Friday, then there's Target Tuesday.
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