Lidl tries again the coup in the fashion world. Become a case study in marketing the launch of his sneakers snapped up across Europe, the German supermarket chain joins Nike for the launch of a new line of sportswear.
Lidl-Nike, the agreement for a new clothing line
The two multinationals have indeed tightened an agreement to create new clothes and shoes for physical activity together. The project is to create products at affordable prices, maintaining the characteristic that represented the strength of the marketing operation of footwear, made off the shelves of supermarkets. The sneakers, initially at a cost of 12.99 euros, were then resold online at prices up to 20 times higher.
Similarly, the new partnership between the two brands will propose t-shirts, sweatshirts and tracksuits with prices ranging from 11.99 to 39.99 euros.
Lidl-Nike, the agreement for a new clothing line: the strategy
Due to the limitations for the Covid-19 emergency and to avoid the very real risk of long lines and gatherings in front of Lidl supermarkets, already verified with the latest initiative, the garments will be offered for sale exclusively online, on the German chain’s website.
To see the new shoes and suits in Italy, however, we will have to wait a little longer. The clothing proposal born from the Nike-Lidl union, which for now includes only men’s and children’s clothing, at the moment it is not available on the Italian market, but only on the Spanish and German markets.
The agreement goes in the direction of the German multinational’s project to become a “wholesale” chain, with an all-round offer for the customer in increasingly diversified departments.
The Lidl phenomenon has made school last year for the success, in some ways unexpected, of his clothing line, which broke out in the summer of 2020 throughout Europe and which revolutionized the image of the supermarket chain, seen since the 1990s as a low-end discount store.
Lidl’s strategy that goes with Nike’s goal to strengthen its online sales, so as to strengthen the direct relationship with its consumers by lightening its distribution network.
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