MINNEAPOLIS — Target's just-released Missoni collection resonated so well with consumers that the demand for the line lead to the crashing of Target's website on Tuesday. Various newspapers reported that the collection was flying off the shelves of stores, and that some stores were sold out within minutes.
Target posted a note on its website: "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!"
Understanding the likely frustration of thousands of shoppers looking to get their hands on some Missoni gear, the chain also apologized via Twitter: "Apologies to #Target shoppers mad for #MissoniforTarget — we're working on getting Target.com back up!"
Target previewed the new collection last week with a pop-up store in midtown Manhattan during Fashion's Night Out event. The retailer had to shut down the store a day ahead of schedule when it ran out of inventory.
Citigroup retail analyst Deb Weinswig endured a two-and-a-half-hour wait in line for an opportunity to preview the line.
“The wait was worth it, as Missoni for Target represents Target’s largest designer partnership to date,” Weinswig said. “We expect the Missoni collection to surpass the Liberty of London line from Spring 2010, as Missoni for Target includes more than 400 items spanning multiple product categories including apparel for women, men, and kids, accessories, shoes, baby, beauty and home.”