Forgetting your reusable bag when going to the supermarket is a common enough oversight that Aldi has decided to design a garment specifically to solve it. The chain has presented in the United Kingdom “Swag For Life Jacket”, a jacket that can be transformed into a shopping bag in just ten seconds.
The proposal is based on research carried out by Aldi on the habits of British consumers. According to data shared by the company, 46% admit that they usually forget their bags when they go shopping, while 85% have the popular “bag of bags”that is, a space in which reusable items accumulate.
But even though the bags are available at home, many consumers don’t carry them with them when they need them. Almost half of those surveyed end up buying at least one new reusable bag a month after forgetting theirs.
Aldi’s solution is to wear it. Thus, the “Swag For Life Jacket” initially takes the form of a waterproof bomber jacket in navy blue, with a high collar, large pockets and details in Aldi’s characteristic blue and orange.
Its design allows it to be folded and transformed in approximately ten seconds into a bag with the capacity to transport purchases. In this way, the garment functions as merchandising for the chain and, at the same time, as a solution to a behavior detected among its customers.
The activation has been developed together with Taylor Herring, Aldi’s consumer PR agency in the United Kingdom, and continues a line of actions in which the chain uses fashion to reinterpret elements linked to the shopping experience.
The proposal continues a broader commitment by Aldi to bring its identity to the field of fashion. Last summer, the company launched Aldi Studio, its first collection of clothing and accessories, with t-shirts, pants, socks, flip-flops, caps and hats that transferred the logo, corporate colors and even the characteristic pattern of its bags to the garments. The collection was initially presented in Poland and later reached markets such as Germany, Belgium and France, with some designs adapted to own brand products from each country. Aldi thus delves into a merchandising strategy that uses fashion to expand its brand territory and strengthen the bond with its community.
The research carried out by Aldi on this occasion also asked consumers what alternatives they had used when they arrived at the supermarket without a bag. And the responses expand the humorous component of the campaign. Among the solutions mentioned are cardboard boxes, buckets, baby changing bags or pet carriers. 2% of those surveyed even claim to have used a forklift to transport their purchases.
“Forgetting your reusable bag is something we’ve all done, so our ‘Swag For Life Jacket’ ensures you’ll never find yourself without one at the checkout again.”explains Julie Ashfield, Chief Commercial Officer at Aldi UK.
The proposal also plays with the British concept of bag for lifeused for reusable supermarket bags. Aldi transfers it to the name “Swag For Life” to present a piece that physically accompanies the consumer before, during and after the purchase.
The jacket will be available from September 23 through an email giveaway organized by Aldi in the UK. Rather than presenting it as a new commercial fashion line, the chain uses the garment as a limited activation so that brand communication also generates commercial leads.
More info: Aldi Swag for Life
