Sneakers, high heels, t-shirts, or even a customizable shopping cart. Lidl’s commitment to merchandising and its own brand has made placing supermarkets in the fashion territory not unreasonable. Now one of its main rivals, Aldi, is adding to the trend with the launch of its own collection of clothing and accessories, with which it seeks to continue building its community and convert consumers into fans.
The German supermarket chain expands its brand territory with Aldi Studio, its first own fashion collection inspired by its visual identity, which places the company’s corporate image at the center of the designs. Thus, it is made up of a wide range of clothing, such as t-shirts, shorts, socks and flip-flops, as well as accessories, such as hats, caps and water bottles; and all of them include the recognizable letter A of the logo, and the colors blue, red and white. In addition, some garments also include the characteristic Aldi bag pattern.
The company ensures that the collection is modern and focused on the essentials for consumers’ daily lives. In a LinkedIn post, he explains that each piece is a contemporary reinterpretation of iconic Aldi elements and is designed for comfort, easy style and everyday wear, whether that’s parties, outdoor getaways or everyday wear.
“Aldi Studio combines clean design, functionality and the recognizable Aldi DNA, staying true to what matters most to our customers: reliable quality, durability and great value for money“, they point out from the company. “Durability remains a key focus, reflecting what customers expect from Aldi: products that last, feel good to wear and offer good quality, always at Aldi prices.”.
The collection was initially presented at the beginning of June in Poland as a limited edition for the spring-summer season, but has progressively been launched in Germany, Belgium and France. From reason.Why We have contacted the brand to find out if it will also be launched in Spain.
What’s more, the collection includes a series of additional items adapted to the idiosyncrasies of each market with the intention of boosting local relevance. Thus, in each of them he has created some garments inspired by iconic own-brand products. In the case of Poland, these are Cola River, the supermarket’s cola soft drink, and Milky Myszki chocolate bars; while in Belgium it has taken the Golden Power energy drink as a reference.
“Our collection not only for Aldi fans, but for anyone who values fashion, quality and comfort. Modern trends meet functionality and accessibility for everyday life“; commented Anna Gierczak, Purchasing Director of the supermarket in Poland, in a statement before the launch of the collection. “All products are designed to be easy to combine, and their simple, modern style perfectly reflects Aldi’s DNA. Loose, regular cuts combined with durable, easy-care materials guarantee great comfort.”.
Following its brand philosophy, Aldi has established low prices for its products, between 1.99 and 5.99 euros depending on the garment or accessory. This means that, although the collection has been presented as a limited edition, Aldí can build its positioning in the affordable fashion segment and expand its consumer base.
