Missoni Learnings
As I sit in my Missoni for Target Short-Sleeve Knit Dress (Multicolor Zigzag Print), I ponder what Missoni should take from this whole Target situation.
First…who knew that women all over the U.S. loved chevron print so much? I mean, I’ve always been obsessed with Italy in general ever since I visited when I was 15 so I definitely lusted over Missoni for years. But, even Margherita Missoni herself was shocked to learn how fast the Target items sold out nationwide. It is a testament to the true power of their brand.
Sure, Target blew the roof off with a superior marketing campaign…but there is clearly something special about Missoni.
This morning on the Today Show they discussed how the only real difference between the higher priced Missoni and the Target version was the quality of the fabrics (and therefore the price). But I’m willing to bet that Missoni will see an increase in sales this holiday season as a result.
And if I was Margherita, I would seriously contemplate a more affordable chain of stores in the U.S. after this. Not Target prices, but not M Missoni prices either. Something in the middle. Something youthful and fun…and with a store in the Raleigh-Durham area. Ha!
Ciao!
