Target’s Web site crashed under the weight of demand for the Missoni for Target collection, which bowed online at around 6 a.m. Eastern Time Tuesday.
A short time later, visitors to the site saw an image of the Target mascot bull terrier dressed in a repairman’s uniform. “Woof,” the site said. “We are suddenly extremely popular. Please stay here and we’ll try to get you in as soon as we can!”
At about 10:30 a.m., the site was reportedly back up, but then crashed again. Visitors who managed to use the site during operable periods found that many items were sold out. “Due to an overwhelming amount of traffic to target.com, as a result of the Missoni for Target launch, our Web site has been inaccessible throughout portions of the day,” said a Target Corp. spokeswoman. “Target.com is seeing greater item demand than we do on a typical Black Friday and the excitement for this limited-time designer collection is unprecedented. We are slowly bringing the site back online to ensure we can provide a positive shopping experience to our guests.”
Buzz has been building for Missoni for Target for some time. Target’s Style Facebook page chronicled the line’s every development from the ad campaign to Marina, the blogger hired by Target to follow the Missoni launch during fashion week. Marina turned out to be a 25-foot robo doll dressed in head-to-toe Missoni. Four handlers walked her to high-profile locations during the week, where she was a larger-than-life billboard for the collection.
Target on Sept. 7 unveiled a Missoni for Target pop-up shop at 42nd Street and Avenue of the Americas. At a press event that evening, editors and celebrity guests stripped the store bare. Merchandise was replenished for Sept. 8 and Fashion’s Night Out, but didn’t last long. As crowds lined 42nd Street from the pop-up shop to Times Square, shoppers inside asked sales associates to strip clothes off mannequins. One of the most expensive items, a bicycle, priced at $399.99, sold out of all 158 units.
The pop-up store was scheduled to remain open through Saturday, but closed early Friday due to lack of inventory.
“Clearly [Target] underestimated the demand for the product,” said Matthew Nemer, an analyst at Wells Fargo Securities. “Target did a really good job in terms of the p.r., but what now? What’s the staying power of the launch? Did Missoni shoppers buy items from other departments in the store?” Nemer asked. “If the answer is yes, then it’s a great strategy. How much of a halo will this provide for the overall brand and store? For the near term it should help. It will be interesting to see how much of this product is already on eBay.”
London’s newly opened @designmuseum will look back on the life and work of Azzedine Alaïa in a show that the designer helped to curate before he died of heart failure last month. The retrospective, which Alaïa had worked on with Mark Wilson, chief curator of the @groningermuseum, will look at the impact of his work worldwide. The show, “Azzedine Alaïa: The Couturier,” will run from May 10 to October 7. Read more about the exhibit on WWD.com #wwdnews #wwdfashion (📷: @zefashioninsider)
@Pharrell and his wife Helen Lasichanh were among the stars that came out to celebrate @rimowa’s first pop-up concept shop. The space, which is located on Rodeo Drive in Beverly Hills, draws inspiration from airport luggage carousels and lounge areas – and features the company’s luggage and accessories. If the pop-up is successful it could pave the way for addition temporary shops throughout the world. #wwdfashion (📷: Owen Kolasinski/BFA)
@carineroitfeld celebrated @crfashionbook’s first calendar last night with a dinner party at Spring Place in Manhattan. Photographed by @stevenkleinstudio, the calendar takes on a fitness theme and features @joansmalls, @gigihadid, @danielle_herrington_ – pictured here – and more. “[Carine Roitfeld] wanted me to feel sexy and she wanted me to be myself and feel it out on my own and do what I felt was right,” said Herrington, aka Miss October. #wwdeye
@saintrecords and @virgilabloh last night at @americanexpress’ “A Night With Success Makers” event. “I always bring it back to community because without that I wouldn’t have the courage,” said Knowles when asked how she has gotten where she is now. Read more highlights from their conversation on WWD.com. #wwdeye (📷: @lizdoupnik)
This Just In: Industry sources have told WWD that Anastasia Soare is rumored to be considering selling her beauty business, @anastasiabeverlyhills. According to those sources, Soare has tapped investment bank Imperial Capital to explore sale options for her eponymous beauty brand –– and with at least $340 million in net sales, this would be a big deal. Put in context of other recent transactions for makeup companies, Soare’s price tag could be in the billions if she were to sell the whole thing. #wwdnews #wwdbeauty (📷: @clint_spaulding)
@assouline’s latest book, “The Spirit of Bentley: Be Extraordinary” captures the adventurous attitudes and opulent lifestyles of @bentleymotors’ most creative owners and enthusiasts throughout the U.K. The 292-page hardcover has a section dedicated to showing its team of skilled artisans and photos of its most colorful owners, from George Bamford to designer @alicetemperley, pictured here by Aline Coquelle. #wwdeye
@google released its report on the most popular search terms this year. For fashion brands, the list was led by @gucci, the luxury brand that stunned the market last October when it pledged to stop using fur. Runner ups were @supremenewyork and @fashionnova, along with more established brands like @louisvuitton, @chanelofficial and @ysl. #wwdfashion (📷: @aitorrosasphoto)
In yet another fashion show shuffle, @elleryland is moving its show in sync with the Paris couture calendar — though the brand is still keeping one foot on the city’s ready-to-wear schedule. Their runway show in January will coincide with the launch of a new strategy: designing two main collections each year instead of four, which will then be released in four drops. “As we all know, the system needs to change. We need to show sooner to give time back to artisans and designers to do what they do best — create,” said founder Kym Ellery. #wwdnews #wwdfashion (📷: @kukukuba)
@maxmara’s classic 101801 coat was the cornerstone of its pre-fall 2018 collection. The design team expanded the traditional double-breasted, kimono-sleeved style into a trapeze coat, lean belted styles and a peacoat and presented them in monochromatic looks – like the camel one pictured here. #wwdfashion #prefall18 (📷: George Chinsee)