Target’s Marimekko Collection Gets More Tepid Response On Launch

by MR Magazine Staff

Target’s designer collaborations are a key part of cultivating the cheap-chic store’s buzz and cachet to distinguish it from other discounters. But the retailer’s latest effort, with Finnish designer Marimekko, went on sale on Sunday to apparently less excitement than its Lilly Pulitzer collection of a year ago. Last April, Target was the victim of its own success when the hysteria generated by the Pulitzer line led to quick sellouts and almost felled the retailer’s website, leading to a lot of brickbats from shoppers. It was Target’s biggest smash since its Missoni line a few years ago. Target later admitted it had been caught unawares and that the collection was supposed to have lasted weeks, not hours. Read more at Fortune.