Missoni—still out of reach.

Missoni—still out of reach.

Tamara Crawford

The new Target + Missoni collection, launched yesterday, had the sweeping power of an iPhone release.
Iconic brand patterns

Taken last night at the Mall 205 Target. Yet another cleaned-out Missoni shelf.

High-end designer does affordable line for Target. That’s an old story, isn’t it? What made the Missoni launch so successful it crashed Target.com and cleared shelves across the country? Whether you prescribe to the 4Ps or the 4Cs, Target + Missoni got the mix right (and then some):

• Product—Missoni. An iconic luxury brand that, like Goyard or Louis Vuitton, carries a signature look that’s unmistakable. For fashionistas, Missoni at Target is an irresistible combination. Plus, the few products they teased us with (a bicycle!) were exciting, along with a promise of 400 total to choose from. Check out this hauler sharing her feelings about the launch.

Iconic brand patterns

Louis Vuitton, Goyard, Missoni. Iconic luxury brands.

• Price—Target’s designs are affordable at around $50 for a sweater vs. $700 at Neiman’s.

• Promotion—They stirred up serious publicity around this launch. The well-orchestrated buzz campaign included fashion magazine previews, influencer and blogger seeds, pop-up preview stores, and quirky, creative TV spots.

• Place—With a reputation built on making great design accessible, Target has a built-in frugal fashionista fan base.

With the P’s in place, what else made this such a runaway success?

There’s a little brand alchemy here, but I’ll speculate years of pent-up longing for Missoni manifested in this collection’s launch. Until yesterday, Missoni’s been a brand out-of-reach for many. Missoni also ambitiously stretched across store aisles making a range of products available for people wanting more than apparel. Finally, there’s just something about them. Their varied color stories appeal to a range of tastes, and their designs are easy to work into most collections. Pucci might want to take note.

Ironically, Missoni is still out of reach for people. This limited-edition release is practically sold-out, and in the process has created a new kind of status. This time, it’s not about price and luxury, it’s about “I got in. I got mine.”

But I’m more interested in what comes next.

Are we there yet?
Right now, two people are passing each other on a downtown street, each recognizing the other is wearing something from the new collection. They both know they belong to the exclusivity of this moment. Soon the scarf or the sweater will be old news, but today they’ve got considerable cultural value: so valuable that some designs are selling on eBay for close to the price of a regular Missoni piece. A few enterprising people predicted the sellout and are making a hearty profit on this sliver of a must-have frenzy. How long before the high is gone? Tomorrow? A week? Are we already there?

Trickle-up economics?
I’ll be watching to see what effect this success has on Missoni’s other line. Some of their items (scarves, for example) are somewhat affordable for many, and occasionally show up on DOD sites such as RueLaLa.com. If I were a retailer, I’d be setting up a Missoni scarves promotion right about now to see if I could capture some of the love.

What about mama?
Finally, what’s the effect this lower-end line will have on the parent brand? This collection is decidedly different in quality and product selection, but it’s still Missoni. Strangely, it feels like they’ve made a small act of goodwill. Bringing color and affordable acrylic-knit-joy to people at a time with mixed economic news seems like something the Missoni brand purists can forgive. I’m always a fan of making design available to all.

The new Target + Missoni collection, launched yesterday, had the sweeping power of an iPhone release.
Iconic brand patterns

Taken last night at the Mall 205 Target. Yet another cleaned-out Missoni shelf.

High-end designer does affordable line for Target. That’s an old story, isn’t it? What made the Missoni launch so successful it crashed Target.com and cleared shelves across the country? Whether you prescribe to the 4Ps or the 4Cs, Target + Missoni got the mix right (and then some):

• Product—Missoni. An iconic luxury brand that, like Goyard or Louis Vuitton, carries a signature look that’s unmistakable. For fashionistas, Missoni at Target is an irresistible combination. Plus, the few products they teased us with (a bicycle!) were exciting, along with a promise of 400 total to choose from. Check out this hauler sharing her feelings about the launch.

Iconic brand patterns

Louis Vuitton, Goyard, Missoni. Iconic luxury brands.

• Price—Target’s designs are affordable at around $50 for a sweater vs. $700 at Neiman’s.

• Promotion—They stirred up serious publicity around this launch. The well-orchestrated buzz campaign included fashion magazine previews, influencer and blogger seeds, pop-up preview stores, and quirky, creative TV spots.

• Place—With a reputation built on making great design accessible, Target has a built-in frugal fashionista fan base.

With the P’s in place, what else made this such a runaway success?

There’s a little brand alchemy here, but I’ll speculate years of pent-up longing for Missoni manifested in this collection’s launch. Until yesterday, Missoni’s been a brand out-of-reach for many. Missoni also ambitiously stretched across store aisles making a range of products available for people wanting more than apparel. Finally, there’s just something about them. Their varied color stories appeal to a range of tastes, and their designs are easy to work into most collections. Pucci might want to take note.

Ironically, Missoni is still out of reach for people. This limited-edition release is practically sold-out, and in the process has created a new kind of status. This time, it’s not about price and luxury, it’s about “I got in. I got mine.”

But I’m more interested in what comes next.

Are we there yet?
Right now, two people are passing each other on a downtown street, each recognizing the other is wearing something from the new collection. They both know they belong to the exclusivity of this moment. Soon the scarf or the sweater will be old news, but today they’ve got considerable cultural value: so valuable that some designs are selling on eBay for close to the price of a regular Missoni piece. A few enterprising people predicted the sellout and are making a hearty profit on this sliver of a must-have frenzy. How long before the high is gone? Tomorrow? A week? Are we already there?

Trickle-up economics?
I’ll be watching to see what effect this success has on Missoni’s other line. Some of their items (scarves, for example) are somewhat affordable for many, and occasionally show up on DOD sites such as RueLaLa.com. If I were a retailer, I’d be setting up a Missoni scarves promotion right about now to see if I could capture some of the love.

What about mama?
Finally, what’s the effect this lower-end line will have on the parent brand? This collection is decidedly different in quality and product selection, but it’s still Missoni. Strangely, it feels like they’ve made a small act of goodwill. Bringing color and affordable acrylic-knit-joy to people at a time with mixed economic news seems like something the Missoni brand purists can forgive. I’m always a fan of making design available to all.

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