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Library/Product/Missoni for Target
Grade B16 sourcesHIS-01406

Missoni for Target

Product · 2011 · Niche

37Editable slideCertificate

Target's 400-plus-piece Missoni collection crashed its site and emptied store shelves.

Missoni for Target zigzag outfits
Target
Target.com's woof! error page during the Missoni launch crash
CBS News / Associated Press

Spread Score

How it works
ReachNo data yetContagion35Breadth40Velocity56Longevity1737

Numbers

Seed to peak proxy
5 days
Sep 8 ’11 to Sep 13 ’11
Platforms
5
Started on Retail
Origin
Mixed
Fashion & accessories

Mechanics

  • Scarcity dropPrimary
  • Resale market
  • Sell-out loop
  • Press loop
  • Controversy

How it spread

Trace the origin

Target opened a public Missoni pop-up before the national launch. Queues, stockouts and a site crash became press stories. Shoppers complained on Twitter and Facebook, while resale listings appeared on eBay. Target later announced an anniversary reissue.

Proxy date; not a directly measured attention peak.

Google searchesFeb ’11MayAugOctFeb ’12JulFeb ’14Sep ’15Apr ’17Nov ’18Oct ’19Peak proxyPressOpen webRetailXTV
PressOpen webRetailXTV

12 more events on this chart

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Timeline (15)

  1. May 2011

    Vogue precursor · May 4 ’11

    Vogue announced the Missoni collaboration and its planned national launch.[1]

    Open the first post ↗

  2. August 2011

    Target precursor · Aug 15 ’11

    Target detailed its limited collection of more than 400 pieces, with most priced below $40.[2]

  3. Olson / Target precursor · Aug 19 ’11

    Target's campaign used Olson's shoppable videos and digital ads.[3]

  1. precursor · Sep 7 ’11

  2. seed · Sep 8 ’11

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Why it worked

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Origin
Mixed
Sector
Fashion & accessories
Region
US
Reported figure
—
Evidence
Grade B

Spread the same way

Product · Retail · 201538

Lilly Pulitzer for Target

Target and Lilly Pulitzer

A 250-piece designer collection sold out within hours and moved into resale groups.

1 / 8

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New cases, every week

How the next thing spread, the week it does.