Lidl shoes, what is behind the success and why they have sold like hot cakes

The shoes of Lidl also sold like hot cakes in Italy after their success in United Kingdom, Belgium, Germany, Finland and the Netherlands. A marketing operation hailed by all experts. Over the years, Lidl has redone the look, rebuilding the brand. The German chain arrived in Italy in the 1990s, for a long time it was snubbed and even seen as a place to shop to save money, yes, but by buying poor products. Slowly the image has changed, Lidl it even went as far as sponsoring the Italian national football team. And now it sells limited edition shoes, snapped up after a few hours, in its supermarkets.

Lidl gets a makeover and renews the brand: the strategy behind the sneakers

The lines in front of the Italian branches of Lidl made headlines and ended up in newspapers and on newscasts: an image that was difficult to predict in the 1990s, when the German chain landed in Italy proposing itself as a discount, a place to go to spending only to save, almost with shame.

With its clothing line, Lidl has shown that it has been able to create value, a plus, a rare product. And the consumer who enters a Lidl supermarket no longer feels uncomfortable because he spends little, on the contrary: he feels gratified because he finds quality products at a lower price.

Having created shoes and slippers at a low price (12.99 euros) gave the idea of ​​accessibility, but producing them in limited quantities has obviously made these products unique, sparking the rush to the shelves (also thanks to the sponsorship of influencers, such as Fedez).

The second reason for such a success is certainly the opportunity that many people have glimpsed in grabbing as many shoes as possible: reselling, or reselling at higher prices, up to 10-20 times the market price.

The universe of sneakers: because everyone wants them

The sneaker world is full of collectors. It is therefore no coincidence that Lidl has decided to focus on shoes rather than a hat. The sneaker race has been around for years. Just think of the Air Jordan, ended up at the feet of basketball fans all over the world and not just in the nineties.

In addition, the Nike product has also been reviewed by Dior, which has given its own version with prices up to $ 25,000 per pair. Without forgetting Kanye West’s Yeezys first for Adidas and then for Nike itself.

According to marketing experts, the Lidl operation is fully part of the fashion brand trend (but differentiates itself in terms of the selling price). About five years ago the designer worthy Gvasalia, creative director of Balenciaga, has created t-shirts branded Dhl, the courier’s logo, selling them from 120 euros upwards. The product is out of stock in a few weeks. The same company is famous for making a bag similar to the Carry of Ikea, selling it to 1.700 euro. Even that sold out in a short time.

It is in this context that Lidl has acted, which in addition to selling its products at low prices has added something more: it has created them by itself, without the intervention of luxury brands or well-known designers. And this is probably the secret of its success.

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