Are you one of the many who missed out Missoni for Target? If so, don’t fret: It probably won’t be long before you’ll have another chance to snag some affordable Missoni. In news that should surprise no one, the Missonis say they plan to follow the wildly successful Target collaboration with another lower-priced line. And they may go the route that many high-end designers have been going of late: Macy’s.
The Los Angeles Times‘s Booth Moore interviewed three generations of Missoni (Angela, Rosita and Margherita) to chat about the phenomenon that was their internet-crashing collaboration with Target as well as tentative plans to do another low-priced collaboration. (The fam was in Lala land to accept the Rodeo Drive Walk of Style Award.) “Honestly, we didn’t expect it,” Angela Missoni said. “I kept getting calls from friends all over America saying, ‘Do you know what’s happening here? There are lines outside the store. The shelves are empty!’” She also says Target first expressed interest five years ago, but was skeptical until she saw what they did with Liberty of London and how it could increase brand awareness.
In terms of the Target collab’s financial effect, the article speculates that it was worth $100 million in advertising. Publicity surrounding the line saw sales of Missoni’s ready-to-wear increase by 10% last season. (Maybe that’s because all the Target stuff was gone?) So, what’s next?
The Missonis said they want to take advantage of their recent success by doing another affordable line, but not with Target (we don’t blame them). “We can’t waste too much time,” Margherita said. “We have a lot of options because everyone is interested, but it has to be something that touches different categories…. The fact that you can put a zigzag on anything was part of the success at Target. People who wouldn’t wear a top would have a glass or a blanket.” They want it to be a bit more expensive than Missoni for Target and to launch it internationally, saying, “Maybe it’s a partnership with Macy’s in the U.S. and someone else in Europe.”
Can Missoni repeat their Target success with another retailer? We wouldn’t be surprised. We’d just strongly advise that retailer to prep their website for a massive surge in traffic.