Target is a higher end discount store, that often has well known, upscale designers come in and create an exclusive line available for a limited time at unheard of prices. When the Missoni collection became too big for even Target to handle, their website crashed and were unable to meet the demand. This not only lost revenue, but also customers. They put a lot of effort into advertising the event to increase demand for the product. Such advertising included ads in Vogue, a popular high fashion magazine, and even creating a temporary store in New York at the beginning of fashion week. This advertising drew much attention, and Target didn’t supply enough for the demand. With their lack of supply Target lost precious revenue. Had they either raised the prices or increased the quantity supplied, Target could have benefited from the demand they created. When customers’ demands weren’t being met, their frustration increased. Even orders online were delayed or deleted all together. Customers are turning from away from Target to buy and sell the same goods on eBay for twice the price. This secondary market, along with Target’s website crashing within the first twenty four hours are prime examples of excess demand. This affirms Target’s need to readdress the demand curve for their Missoni goods to gain revenue and customers.