Lidl launches fashion range in style | Progresiv
Fashion Week shows and pop-up stores herald the launch of Lidl's fashion collaboration with super model Heidi Klum, as the retailer further extends its reach into clothing. 
The fashion line, called "Esmara by Heidi Klum" was officially launched in a supermarket-themed fashion show during New York Fashion Week in early September. The autumn/winter collection is inspired by New York City, and includes 18 pieces, and will go on sale in 28 countries, at more than 10,000 Lidl stores.
Discounters have been working with celebrities to co-create product ranges over a number of years, often with a focus on fashion. Recently Aldi Sud has developed a fashion line with designer Jette Joop, and is currently promoting its line with singer Anastacia. In the past Lidl has also partnered with Paris Hilton and Britney Spears to launch a hair styling products. High street discounters successfully use the same celebrity strategy; a good example is Jane Asher's baking range of products at Poundland, which has been a top performer for the retailer.
The combination of big names with small prices appeals to savvy shoppers. Lidl's marketing strategy, from the initial announcement, launch event, product preview, and upcoming in-store launch, has amplified media coverage, whilst building anticipation amongst shoppers. The range will attract new customers, providing a new reason to visit, as well as appealing to existing customers, including those open to an impulse addition to their shop. (www.igd.com)
