Style war! Lidl to shake up fashion industry by unleashing clothing range
TOP fashion designers had better watch out. Lidl, the supermarket chain that has revolutionised grocery shopping, is launching its first-ever fashion range.
The German retailer will start selling women’s clothing on Monday.
Among the items: On-trend faux leather jackets priced at £14.99, skinny cut jeans for £6.99, denim shirts for £5.99 and heeled ankle boots for less than £10.
In prices to rival retailers like Primark, chiffon shirts will cost £5.99 and casual shoes in navy, coral and light brown will cost £6.99. Lidl, which has 600 stores in Britain but aims to increase that number to 1,500, is marketing the clothing line with a photo campaign using models reminiscent of those seen in high-end fashion magazines.
The highlight of the collection – the faux leather jackets – include boucle fabric and leather piping.
All clothes will be sold in sizes 10 to 18 while the shoes come in sizes four to six-and-a-half.
Not only are these jackets bang on trend for this season but they’re also unbeatable value for such high quality
Lidl has previously stocked basic adults clothing ranges such as underwear, vests and T-shirts but it has never stocked a fashion collection before.
It means the group is ready for a style war with its supermarket rivals Tesco, which sells clothes under the F&F name, Asda with its George range and Sainsbury’s Tu collection.
Josie Stone, Lidl’s non-food buying manager, said: “This is the first time ever that we’ve done such a high-end fashion promotion and we’re hugely excited about launching these lines. Not only are these jackets bang on trend for this season but they’re also unbeatable value for such high quality.”
A fashion range for men will follow, available from November 6, and a Lidl clothing line for children has not been ruled out.
The women’s fashion range will be stocked like all Lidl’s non-food items, on a “while stocks last” basis.
Josie said: “We’d advise customers to be quick getting down to stores on the launch day because they’re likely to be snapped up very quickly.”