September 13, 2011|By Sandra M. Jones | Tribune reporter
Designer Angela Missoni, left, and Margherita Maccapani Missoni, right, pose in front of the Missoni for Target Pop-up store at Target on Sept. 8 in New York City. (Thomas Concordia/Getty Images for Target)
Target Corp. unveiled its largest, limited-time designer collection to date today when Missoni for Target hits the discounter's shelves.
The purveyor of cheap-chic has been working with Italian luxury knitwear design house Missoni for the past year to develop the line of 400 items.
Missoni's hallmark -- colorful zig-zag stripes -- appear on everything from Melamine appetizer plates (starting at $2.99) to a four-piece sectional furniture set ($599.99.) Most items are less than $40 and include knit dresses, tights, cardigans, rain boots, bedding, luggage, dinner ware, even iPad and iPod covers.
The fashion blogosphere has been buzzing with anticipation for the new line. Even TV news host Katie Couric chimed in on Monday afternoon on Twitter, exclaiming, "A little retail therapy, anyone? #Missoni comes to @target tomorrow!"
Last month, Target's executive vice president of merchandising Kathee Tesija told Wall Street analysts in a financial presentation that "the amount of buzz Missoni is creating is unprecedented for our designer partnerships."
Target pioneered sophisticated design at a mass market price more than a decade ago when the Minneapolis-based retailer hired architect Michael Graves to bring some flair to teapots and toasters. But it has faced increased competition.
Rival mass market retailers have moved into Target's cheap-chic territory in recent years. Kohl's Corp. partnered with designer Vera Wang, Wal-Mart Stores Inc. did a deal with Norma Kamali, and H&M; has offered limited editions from Roberto Cavalli and Karl Lagerfeld.
Target previewed the line in last week with a pop-up store in Manhattan, but shut down early when it ran out of inventory. The retailer has been promoting the collection with inserts in Vogue and other fashion magazines, a blog, and TV ads spoofing 1960s caper movies. The Missoni brand, founded in 1953, rose to popularity in the 1960s.
The collection is slated to sell at all 1,762 Target stores in the U.S. and online through Oct. 22.
smjones@tribune.com
