The Missoni for Target line proved to be a surprising phenomenon to even the retailer, as Missoni stock was sold out within 20 minutes in stores, while the Target website reportedly crashed at 7:47 the morning of September 6 when the line debuted. Target clearly came out a winner in the collaboration, with shares spiking 5.3 percent to a Friday close of $52.66 per share. But was it worth it for Missoni? Some critics are raising questions as to what exactly the impact may be on Missoni's brand reputation. Though it is unlikely that the Target campaign will be "disastrous" for the luxury brand, it may have unwittingly participated in diluting its own brand, in a way. Mass producing lower-quality products could open the door to a slew of counterfeiting opportunitiesmon resale sites such as eBay (as of this post, there are 29,686 products listed for sale under the search 'missoni for target' on ebay). Reproductions of products with an average retail price of $30 or $40 will undoubtedly be more difficult to pinpoint and control than Missoni's luxury line, which retails for $300 to $600 per comparable product type. The check Missoni likely received from Target may have been a short-cited goal in the grand scheme of luxury branding. Consumers shouldn't be surprised if they spot hoards of zigzag knit clutches on Canal Street for $10, but neither should Missoni.
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