Missoni targets the American high street

By Sarah, Design

Missoni has become the latest fashion brand to feature a limited edition product line at high street retailer Target. Available in stores from September 13th, the collection will include 400 pieces, including womens, mens and childrens clothing, as well as home decor accessories, luggage and even a bicycle. Prices range from $3-$600 with most being under $40, making the line affordable for many target shoppers. Following in the footsteps of Liberty of London and Zac Posen the partnership will introduce Missoni to a larger audience, re-energizing the brand. Not to mention that in todays economy its considered cool to shop cheap and pick up a designer bargain.
An interesting aspect of this particular target collaboration is in the marketing. The collection first debuted via a blog named “All the way up here” written by “little Marina,” a doll, obsessed with everything stylish”, who continues to document the countdown to the collection release date in New York, another way in which Missoni can reach a hip young clientele. In addition to this a huge ad campaign has been launched with Margherita Maccapani Missoni, granddaughter of the Fashion house founders, starring in TV and online videos, as well as print ads, offering style tips for potential customers. The Missoni brand has embraced their Italian roots for the campaign aesthetic, immersing the brand into a chic 1960’s backdrop. Target shoppers will have just over one month to take home a piece of this highly anticipated line for themselves.

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