Missoni Madness and Michael Francis: Target Wins and Loses

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October 4, 2011

Missoni for Target was such a success for the retailer that stores sold out at warp speed. But just as quickly, its chief marketing officer departed for competitor J.C. Penney.

Michael Francis

After more than a decade with Target, Michael Francis abruptly left the discount retailer to assume the role of president at the department store chain. Francis is credited for creating its signature marketing and advertising campaigns, and establishing Target’s hip, cheap chic image.

Francis was also the executive in charge of Target’s Canadian expansion and his departure leaves that role empty even as the company readies new stores. The retailer announced plans to expand into Canada in January and signed an agreement with Nova Scotia-based Sobeys to supply stores. Target plans to open 125 to 135 stores in Canada, the majority of which will open in 2013.

There’s no word yet on who will replace Francis and the retailer’s announcement of his departure was brief. “We would like to thank Michael for his many contributions and wish him the best in his future endeavors” said Gregg Steinhafel, chairman, president and CEO, in a statement.

Francis, however, leaves Target on a high note. The Missoni for Target collection was a marketing coup for the retailer. All 400 SKUs sold out almost instantly and national media attention was unprecedented with morning news shows broadcasting live from Target stores and the fashion sites covering the collection through its second life on eBay where a pair of Missoni for Target rain boots was listed at $31,000.

Whether Target’s next designer exclusive can match the success of Missoni for Target is unknown. Joson Wu, First Lady Michelle Obama’s favored designer, will launch a line at the retailer on Feb. 5 and will feature signature women's wear styles, as well as handbags and scarves.

Target will also launch the Goody Regency line for the holidays, another exclusive for the retailer. The hair and accessories line will be available for a limited time, from October through February 2012, and feature “couture-inspired shapes, elaborate beading and lush fabrics.”

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