Target Woos Shoppers with Jason Wu Line, Learns from Missoni Missteps

Target’s (NYSE:TGT) recent launch of the limited-edition Jason Wu collection, in partnership with the famous Taiwan-born designer, has received an overwhelmingly positive customer response. The company has learned from early mistakes with its Missoni launch last fall. At the time, Target’s revamped website crashed for several hours following the debut of Missoni collection and disgruntled customers flooded online forums with negative feedback. However, this time, Target has left no stone unturned to make this a memorable experience for its customers. It devised a prudent strategy for the Jason Wu collection and launched it a little after mid night as compared to 8 a.m. for Missoni collection. This helped it in getting more time to assess the demand for its online orders.

The Jason Wu collection was smaller and more focused as compared to Missoni’s. It included a 50-piece collection of dresses and skirts compared to 400-piece Missoni assortment, which included clothing, scarves, towels among others.

The collection features Jason Wu’s signature styles for women and a selection of accessories such as scarves and handbags. The collection offers affordable pricing to Target’s customers with prices ranging from $19.99 to $59.99 for apparels and $19.99 to $49.99 for handbags and scarves.

The collection is available online and in select Target stores, and it will be available through March 6th. We are optimistic about Target’s efforts to forge innovating partnerships for its customers. These endeavors help in building customer trust and loyalty which are very important for a discount retailer like Target.

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