Yesterday, Target released its Missoni for Target line which offers the Italian designer fashion at lower prices, so more price-concerned customers can afford a piece of Missoni. Of course with the Missoni for Target line, customers sacrifice natural fiber fabrics for cheaper materials, like nylon, but they still get to enjoy the designer fashion for a smaller price.
Last week was the first I heard that Target and Missoni were launching the line, and then a few days later it was launched. Yesterday morning most Target stores sold out of their Missoni products and the website even went down a few times, which is incredible since they ordered almost double of what they normally order for the launch of a new line. I was shocked by this because I don't remember seeing many advertisements for the line prior to the launch. Anyway, I found an article about it that mentions the marketing strategy they used. It does not say how much they spent on advertising, but it does point out that social media played a big role. For not much advertising and that large of a turnout, they did something right.
http://shine.yahoo.com/channel/beauty/designers-line-creates-black-friday-like-buzz-crashes-target-website-2551882
1 comment:
Interesting, I heard that the Target website crashed yesterday because of high volume, but I didn't know why. This is very impressive.
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