When asked why they decided to work with Target on a low priced collection back in August, Angela Missoni was frank telling the New York Times that it was all about increasing the brand's visibility in America. “As Missoni, we have a big name but we are not a huge company, so there’s not much product around” but that was, of course, before their partnership with the retailer collection hit stores.
If you didn't know the Missoni brand before the Target collection, you definitely do now. The partnership was the retailer's biggest to date and the line was so sought after that it caused their website to crash, shelves were empty on the first day and eBay was full of resales of the pieces going for ridiculously high prices. "Honestly, we didn't expect it," Angela Missoni told the LA Times of the Sept. 13 frenzy. "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!'"
Aside from their new found presence in the minds of Americans, the decision to work on the line has also impacted their main line too. The publicity gained surrounding the line helped the brand increase their ready-to-wear sales by 10% last season and that number is only expected to grow and the prospect of a new contemporary line is on the table.
Although they decided to go along with the collaboration this year, Target has approached them about collaborating five years ago. "But I wasn't sure they were ready," Angela said. "Then, after what they did with Liberty of London, I saw it was working very well. And we were attracted to what they could bring to the awareness of the label."