Target Collaboration with Missoni..
Their site crashed less than 2 hours after becoming available, it remained down for a good portion of the day and when it did return everything was pretty much gone.
The retailer said the demand for items was bigger than Black Friday aka the biggest shopping holiday of the year. Adding:
“The excitement for this limited-time designer collection is unprecedented.”
What were they expecting?
They had commercials, a print campaign and the look book was already out weeks in advance so people already knew what they wanted to buy.
Now, thanks to their lack of preparations there are tens of thousands of items on eBay selling for nearly 4x the retail price.
Maybe next time they should think about putting limits on the amount of items someone can buy and investing in a bigger server.
Just a thought.