Was the collapse of Target.com intentional and part of their marketing strategy?
It is still unclear as to whether or not this was a marketing strategy used by Target. “Their marketing guys are smart and have been around these power launches before. I wouldn’t be surprised if they planned for this and have inventory in back rooms” said research analyst Brian Sozzi. The launch generated overwhelming amounts of traffic for not only their online store but also for the brick and mortar locations. Consumers felt as though they were getting an exclusive item because of the limited supply therefore it made the items even more appealing.
How did the launch of the Missoni line impact Target as a company?
Although the Missoni line sold out in rapid time, experts say it will not change the financial trajectory of target on a large scale. However, it did drive mass amounts of traffic and has also gained Target large amounts of press. The launch generated mass amounts of traffic into the stores, some of which purchased the Missoni line and some who bought other products, generating a revenue increase.
3. What was a leading factor in the success and the rapid demand for the Missoni brand?
One of the leading factors which helped to make the Missoni line so successful at target is the fact that consumers were able to purchase items from the iconic fashion house but at a much more responsible budget for the average consumer. The exclusivity and buzz caused demands which were higher than anticipated. These items are being resold on internet sites and consumers are willing to pay the extra for these items because it is still significantly lower than the Missoni products in the high end department stores. It made consumers feel as though they were really getting the best value for their dollar.
Summary
Target customers rushed to buy the Missoni collection which sold out in many