# Missoni for Target

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

- Owner: Target / Missoni
- Kind: Product
- Sector: Fashion & accessories
- Seed date: 2011-09-08
- Peak proxy date: 2011-09-13
- Date basis: Proxy date; not a directly measured attention peak.
- Spread Score: 37 (Niche, provisional), v1.2
- Mechanics: Scarcity drop, Resale market, Sell-out loop, Press loop, Controversy

## Summary

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.

## Timeline

- 2011-05-04 — Vogue (Press) — Vogue announced the Missoni collaboration and its planned national launch.
- 2011-08-15 — Target (Open web) — Target detailed its limited collection of more than 400 pieces, with most priced below $40.
- 2011-08-19 — Olson / Target (Open web) — Target's campaign used Olson's shoppable videos and digital ads.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/target-missoni

Cite as: How It Spread (2026). “Missoni for Target.” Case HIS-01406. Spread Score v1.2: 37/100. Updated 2026-10-23. https://howitspread.com/id/HIS-01406