By Tiffany Hsu
6:35 PM EDT, September 13, 2013
Remember back in 2011, when hordes of shoppers swarmed into Target to get their hands on the exclusive and limited Missoni line? Expect the same amount of pandemonium – if not more – on Sunday, when the chain unveils its 3.1 Phillip Lim collection.
An advertisement for the assortment took up prime space on the back of Vogue’s key September issue. The Twittersphere is already abuzz with breathless anticipation and strategies for how to tackle the rush, which is being dubbed “Limsanity.”
“3.1 Phillip Lim x Target I AM GOING TO OWN YOU,” tweeted @goldengutgirl.
The collection includes more than 100 men’s and women’s pieces and accessories ranging from $19.99 to $299.99, with most items costing less than $50. Some 29 styles will be available exclusively on Target’s website.
There’s a doppelganger of Lim’s popular Pashli bag for $34.99. A floral-printed shirt dress for $39.99 is also expected to go fast.
Fashion fanatics across the Southland are expected to line up for first dibs in the wee hours Sunday, having predicted a repeat of the Missoni crowds, which crashed Target’s website and quickly bought out inventory in stores.
Target said it will put the Lim line up for sale sometime “in the early morning hours” Sunday, without disclosing a specific time. Shoppers there will be limited to three of the same item; there is no purchase limit in stores.
The entire line will be presented in the women’s apparel department during the debut. Only after the first week will products be dispersed around the store, with men’s goods displayed in the men’s apparel area.
“Most” Target stores in the Los Angeles area will carry the collection, the company said. Consumers can call the service desk or use Target.com’s “find it” function to determine which locations will carry which items.
Last month, Target said its revenue in the second quarter ended Aug. 3 rose 2% to $17.1 billion. Profit, however, slumped 10.4% to $611 million, or 95 cents a share, from $704 million, or $1.06 a share.
The company’s stock is up nearly 10% this year, closing at $63.76 a share on Friday.
Copyright © 2013, Los Angeles Times