The big news in fashion this morning isn’t runways in New York or the back to school sales slump, but the widespread disappointment and “Black Friday-esque” drama that went along with the Missoni unveiling their discounts brand at Target stores across the nation. Exec Digital took the plunge yesterday, albeit a little too late in the game, to discover that we were all too late – every Missoni shelf was barren with every piece of home good items and women’s wear clothing stripped from its hanger.
We had actually turned to Target.com in the morning to capture some goods early on, but to no avail – all day, even as we checked late into the night last night – the discount retailer’s website was down. Visitors were forced to keep Target.com open, watching lifelessly as Target promised that when the time came, and they were first in line to access, they’d be able to shop. Of course, by that time most of the deals were as good as gone.
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News spread that the Missoni sale was a frenzy quickly, as fashion websites and tweeting fashion bloggers expressed their exasperations and dismay. Dedicated fans were up at the crack of dawn to add a few stripes to their wardrobe, and bought like there was no tomorrow – piling their Target carts with as much merchandise as their fingers could handle.
It hurt more when Target updated their Twitter account @TargetStyle to demoralize Missoni for Target shoppers even more: “Target.com will not receive more stock, but returns/ cancelled orders may occur. Some stores may get more stock – pls call stores to check.” That means that after a site disruption all day, Target.com fans still won’t get the chance to buy any Missoni goods unless they hit the stores (and only those that are being restocked).
From our experience, we’re questioning the validity of Target’s organization – without restocking Target.com, and most stores, will fans lash out? That has already been the case for many social media savvy fans who couldn’t capture their most prized items (like the toss pillows I had my eye on). One thing is for sure, Missoni can’t complain, and for those who can afford the brand, we know that won’t run out anytime soon.
