As luxury becomes increasingly accessible, mass-market retailers are partnering with high-end designers to produce collections with mass appeal. But those efforts to boost awareness can be too successful – at least for retailers’ websites, which often crash due to the increased traffic. Here are a few brands that broke the Internet this year: 

Target: This spring’s rush on the retailer’s Lilly Pulitzer line wasn’t the first time demand for a Target designer collaboration caused the brand site to crash. In 2011, the popularity of Missoni for Target sparked a similar stampede. More recently, Target’s website crashed on Cyber Monday as too many customers sought to take advantage of steeply discounted products – even without a designer label.

rag & bone: The brand capitalized on the democratization of New York Fashion Week by partnering with Uber, awarding two lucky riders tickets to its Spring/Summer 2016 fashion show. When the collaboration went live, the Uber app crashed due to the overload of people trying to access it. On the bright side, the site crash confirms rag & bone’s brand appeal.

Balmain x H&M campaign

H&M: With celebrity spokesmodels including Kendall Jenner and Gigi Hadid, the fast-fashion retailer’s recent Balmain collection caused a furor among fashion devotees, especially Balmain’s huge Instagram fan base. Not only was the collection virtually sold out within an hour of its launch on November 5, but H&M’s website also crashed due to the huge increase in traffic. With a new co-branded perfume set to be released this week, the retailer has hopefully bolstered its site infrastructure.

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