In a scene that was eerily reminiscent of Black Friday, Target’s website crashed several times throughout the day yesterday and more than hundred shoppers lined up at many of its stores early in the morning on Tuesday for a sale of limited offerings of its Missoni for Target collection of bikes, luggage, clothes and housewares.  The 400-piece line made by the Italian luxury knitwear designer Missoni exclusively for the “cheap chic” retailer features its trademark zig-zag patterns for between $2.99 for stationary and $599.99 for patio furniture (a fraction of the price of the designer’s real duds that can cost $595 to $1,500).

So-called limited partnerships, in which high-end designers create cheaper versions of their fashions for lower-end stores, have become popular in recent years because they appeal to cost-conscious customers who want to be stylish but aren’t willing to pay designer prices.  At a time when Americans are watching every dollar they spend, the limited-time offerings are also part of a growing strategy by retailers to spur impulse buys by creating a sense of urgency for shoppers to buy.

Swedish retailer H&M, which caters to 20- and 30-somethings with trendy clothes, often attracts long lines at its stores that reach around the block when it offers limited-run affordable collaborations from upscale designers like Jimmy Choo.  It also will be launching a less expensive version of the Italian designer Versace’s fashion collection in November.

Target, in particular, has become known for creating a lot of buzz for its limited partnerships with designers and fashion brands, including its latest success with Liberty of London last year.  Target offered 300 items with the designer, which is known for its floral prints, and sold out of most of the merchandise in a couple of days.  Likewise, Target Corp., based in Minneapolis, worked hard to create buzz around the Missoni by Target collection.  Target declined to comment on how much the company spent on marketing, but it targeted social media sites like Twitter and had ads on TV and in Vogue magazine.  Obviously, their marketing campaign worked and was worth every penny they spent.