Missoni Mayhem: Poor Planning or Poor Marketing?
Poor Planning or Poor Marketing Strategy?
Yesterday Target launched a much-anticipated collaboration with Italian luxury design house Missoni, adored by fashionistas everywhere. But three hours later the Target.com website crashed, and soon after the entire line was sold out everywhere. Today a Target spokeswoman revealed that the Missoni mayhem was unprecedented, and that goods will “continue to trickle into stores.” Other store managers around the country are noting that they are not expecting items for weeks.
I’m a loyal Target fan, and not only does this not sit well with me, it apparently isn’t sitting well with other female shoppers, who are relentlessly tweeting “Bummed,” “WTF” and “Pissed.” If Target knew it had just a limited supply of merchandise, why spend so much time and energy building the overwhelming buzz on social media sites and in traditional media? Shouldn’t they have been better prepared?
So my question is: Was this poor planning on Target’s part, or a clever marketing stunt? Has Target damaged its relationship with its loyal female customer base, or managed to build even greater anticipation for the collection?
What do you think?
September 14, 2011 @ 10:35 am
I have no idea what Target was thinking. What I do know is that they haven’t scored many points with me. I was looking forward to the Missoni line and knowing that it came and went in a matter of hours is a disappointment. Poor planning, I say. And in the process, they’ve disappointed this loyal customer.
September 14, 2011 @ 11:08 am
Thanks for the comment, Beth. I agree – it is disappointing. Hopefully going forward those marketing this phenomenal partnership will communicate messages that prepare their consumers for what the availability is really going to be. Women are looking for ways to save time, not expend more of it!
September 16, 2011 @ 8:53 pm
Poor planning, poor anticipation, poor logistics, poor marketing strategy! For such a big retail brand, they should have known better. Online Missoni orders are delayed. Why create so much hype if demand cannot be met? This doesn’t make Target look good. Sad they had to drag Missoni’s name to it.