A Lidl little style goes a long way. After the supermarket chain saw surprise success with its own-branded sneakers, competitors are looking to capitalize on the “mundane” trend that has seen clothing sporting everyday brand logos become surprise fashion icons. .
Aldi, McDonald’s, Ikea and Marmite all jumped on the bandwagon with sweaters, hats and even Christmas baubles after Lidl’s sneakers, decorated in the company’s garish colors, became a sensation on the media. social.
Pairs of red, yellow and blue shoes, preferably worn with Lidl logo socks, are currently on offer on eBay for over £ 1,000 – a huge increase from their original price of £ 12.99 – after sold out in stores in September. The supermarket said it sold 84 items per minute from its “Lidl x Lidl” collection on the day of its launch.
Now, Aldi has released a range of Christmas merchandise including a sweater, socks and men’s underwear after his debut ‘Aldi Mania’ collection, promoted on Instagram by boxer and Love Island star Tommy Fury, sold out in A few days. In a nod to designer items from couture brands such as Louis Vuitton, the Aldi collection included hoodies, zip-up sandals, joggers and pajamas covered with the supermarket logo.
Julie Ashfield, chief purchasing officer of the German discount chain, says her customers are “true Aldi fans and want to show their loyalty loud and clear.”
Meanwhile, those looking for alternative Christmas party outfits are turning to Amazon for sweaters inspired by the Poundland, Greggs and Asda logos, though those brands aren’t involved in their design and sale.
Lorna Hall, director of fashion intelligence at trend agency WGSN, says she has been following the ‘worldly’ trend since 2015, when she started with designers such as Anya Hindmarch, Bethany Williams and Peacebird. referring to domestic brands in their creations. In 2017, Balenciaga caused a stir with a £ 1,600 tote bag that appeared to be inspired by Ikea’s famous blue and yellow Frakta carry bags.
The Ikea Bucket Hat, costing just a few pounds and apparently made from repurposed Fraktas, was a heartbreaking trend in 2020, and it can still be found on Instagram and other social media sites.
As early as 2014, Sports Direct which somehow gained enough credibility on the streets that the grime MC Skepta was seen drinking from branded mugs in his video for It Ain’t Safe and mixing up T-shirts. of the chain at a reduced price with its designer equipment. on the scene.
In 2019, the idea was more prevalent on the catwalk with Burberry showcasing a British Rail ticket as a keychain while the Vetements designs featured the Vodafone and Heineken logos.
Hall says, “Young designers started playing with brands, elevating domestic brands to coveted streetwear. Now it’s gone from interesting designers playing with everyday logos to something much larger. About a year ago the supermarkets thought well why not [do it ourselves]? They realized it had gotten to the point where the mass market would understand the joke.
She says the merchandise is shared on social media and helps make brands a part of popular culture.
“Supermarkets have been notified. They don’t put lots of units in there and don’t fill the aisles. It’s a great branded vehicle and now they’re part of the conversation.
Maureen Hinton, analyst at retail research group GlobalData, says, “It’s a way of having fun with the brand and it’s really about social media – it’s everywhere. “
Matt Clarke, co-founder of notjust clothing, said his Greggs-inspired Christmas sweater, which first went on sale in 2019, is one of his bestsellers and has proven particularly popular. with workers in the bakery chain.
“We didn’t ask initially, but the folks at Greggs told us how much they loved him,” he said. “The Greggs sweater is a tribute to the best bakers in the country. It’s a sweater made by people, for people, and we donate 50% of the proceeds from each sale to charities that support mental health.