There is Margherita, front and center!
It’s known throughout our office that I cannot wait for the Missoni line to premiere at Target on September 13th. While Missoni is an extremely successful brand, it is not a huge company. It is family run, with the granddaughter of the founders, Marghertia acting as the face of the brand, in campaigns and in the studio. The goal of the collaboration with Target is to expand the Missoni image in the United States and to promote the brand as being young and fresh.
Missoni Founders, Ottavio and Rosita Missoni
“It’s certainly been one of the most collaborative partnerships we’ve had with any of our designers,” Mr. Setliff said. Other notable collaborations that Target has done in the past have been with William Rast, Jean Paul Gaultier, Zac Posen and Proenza Schouler.
Anyone who has seen Missoni’s creations is familiar with their zigzag design. With the fear that Target-shopping Americans wouldn’t know how to incorporate such strong patterns into their current wardrobe, Target has created videos of the web, tv and mobile phones, giving customers tips on how to incorporate prints and color into their lives
Target has also created a “shoppable” video, allowing customers to buy directly by clicking on items that are highlighted. When a viewer clicks on a product, a pop-up window will appear with more details. The viewer can then add the item to an online shopping cart at Target.com without leaving the video.
Target isn’t stopping there, they are also run a 20-page insert in the September issue of Vogue. For the first time, Target ads will also run in a foreign publication, Vogue Italia.
Target will participate in events like Fashion’s Night Out during Fashion Week in New York and will open a pop-up store near Bryant Park, featuring items from the collection.
“It’s become O.K. for the ‘Vogue customer’ to shop at Target, to brag about the fact that they saved money,” Mr. Buchman said.
