German supermarket Lidl is vying for a slice of the value fashion market with the launch of its new low-price womenswear brand.
The range, which hits stores on August 25, features trend-led pieces including fake leather jackets for £14.99, ankle boots at £9.99 and £6.99 jeans.
The unnamed range will be sold on a short “while stocks last” basis and is a departure from Lidl’s previous clothing offering, which focused on underwear, basics and kidswear.
The supermarket also plans to launch a menswear collection in November.
Josie Stone, non-food manager for Lidl, said: “This is the first time we’ve done such a high-end fashion promotion and we’re hugely excited about launching these lines.”
The move comes after George at Asda overtook Marks & Spencer last week to become the UK’s second biggest clothing retailer by volume.
Glen Tooke, analyst at Kantar Worldpanel, said: “Lidl is no stranger to the fashion market – it already sells a range of clothing in its German stores and runs a large online fashion site in this market too. It is well placed to use this experience to capture a slice of the lucrative UK market in which supermarkets already account for one in four of all fashion items sold.
“Discount supermarkets have a history of disrupting the fashion market. When Aldi stocked a range of back to school clothing last year, offering a full uniform for just four pounds, it took 4.2% of all uniform sales. Clearly, there are opportunities at the discount end of the market, particularly if products are promoted well.”
Initial Twitter reaction:
- Tim Vallance @tpfv23: As @lidl launch #fashion range, I wonder if they are running out of ideas. The problem for discount grocers is that they have nowhere to go.
- Jonathan De Mello @DeMelloRetail: Lidl’s planned new womenswear range an attempt to get a slice of the non-food market but difficult given small size of their stores vs big 4
- Natalie Berg @Natalie_Berg: Lidl’s German fashion range is no joke. Watch out Primark, Asda…