Missoni's capsule collection for Target is so popular, it's making the discount retailer's site crash.
Shoppers are often greeted with a message on Target.com that reads: "Woof! We are suddenly extremely popular. There is no need to refresh your browser. Please stay here and we'll get you in as soon as we can! Thank you and our apologies for the inconvenience."
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Once the site loads, shoppers won’t get to buy: Many of the Missoni items sold out less in less than 24 hours online.
Target took to its Twitter account to apologize for its site issues.
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"Our site is experiencing higher traffic than usual. We're working hard to get it back to its smooth-moving self," they told one shopper. "Sorry for the inconvenience. We are working hard to get the site back into tip-top shape," they told another.
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Missioni has brought interest to peak holiday shopping levels.
"Our Missoni launch has created site traffic to rival Black Friday! We're working to return the site to its smooth running self," wrote the store on Twitter.