How Far Can You Stretch A Brand?

Experts Post: Bernd Conrad / Conrad Enterprises
2017, September

The two German discount retail giants, Lidl and ALDI, are not only expanding their reach into international markets, but they are also working hard on shifting their image towards the consumers.

The latest efforts are quite similar: both companies are counting on a female celebrity to sell licensed fashion. ALDI Süd (ALDI is split into two separate entities in Germany, Nord and Süd), is selling a fashion line branded with famous singer Anastacia. The musician told a German boulevard TV magazine that “an ALDI employee started talking to me about this idea in an airplane and I liked it”. Really? Do ALDI employees travel first class? Or is Anastacia flying coach? Anyway, whether this is true or it is – more likely – a licensing deal including the record company (maybe better so call it music company these days), Anastacia´s management and some nice royalty forecasts, it will be interesting to see how fast the collection sells out.

Jeans for 14,99 Euros, a knitted dress for the same bargain price, even sneakers for 19,99 Euros are sold by ALDI starting coming week. This is joined by a “Music Loves Fashion” promotion with “ALDI Life Musik”. This streaming service is a collaboration with Napster and is promoting Anastacia´s new album which – coincidentally? – launches the same days.

The current "Fashion Week" at German discounter Lidl is a good example of "How far can you go?". Heidi Klum is far from being a fashion label of course, more mainstream media brand. But still, the Heidi Klum fashion line, sold between food, stationery products and toiletries leaves mixed feelings. A pair of blue jeans for 14,99 €, a tank top for 7,99 €, a leather jacket for 59,99 € (!). And no chance to try the stuff on, no cabins around (of course) and most textiles products are flat packed in cardboard. It will be interesting to see how many people will wear clothes that do no exactly fit - the chance might be high that they are bought here. Can you strech the brand "Heidi Klum" that far? If so, the best product will be the elasthan-skirt, it is stretchy, too.

It was only a couple of years ago where some people were shocked by high end fashion names creating collections for i.e. H&M. As we can see now, this was only the beginning.