Post by account_disabled on Mar 5, 2024 0:36:15 GMT -8
A paradoxical juxtaposition If saying the words LIDL and fashion in the same sentence makes you raise an eyebrow or perhaps laugh, that's exactly the point. When LIDL approaches the clothing sector and positions itself as trendy-friendly, it creates a huge media trend that raises the hype, i.e. the public's expectation around its products. Why? Because it is absurd, illogical and paradoxical that a "proletarian" chain of stores approaches fashion. Or at least it was until yesterday. Now let's think for a moment about the clothing items from this already famous collection. Without arguing about their beauty (or ugliness), can we perhaps say that they are out of fashion? Upon closer inspection, the yellow, red and blue sneakers are reminiscent of 90s sneakers but also of the chunky shoes adored by very young people. Then does the craze for rubber slippers worn with terry socks, especially by VIPs, mean anything to you? Let's refresh our memories! shoes-lidl-slippers-socks Yet this was not LIDL's first approach to fashion. In 2017 the discount chain signed the Esmara collection with Heidi Klum, the German model and designer, and promoted it with the slogan #letswow. The goal was to create a tasteful collection that was accessible to all women and all budgets. The items, elegant shoes, jackets, jeans and stylish dresses inspired by Big Apple fashion, cost from 4 to 20 on the shelves of LIDL. Why then has Esmara barely been heard of? Because there was nothing that defied the laws of logic.
The paradox comes when LIDL decides to create fashion without any stylist designing the fashion items, simply placing its logo on branded clothes and accessories, which are not very different from those that famous clothing brands produce today. The paradox generates interest because it amazes and therefore excites. It's fine, in fact it's better if it makes you laugh. And above all it sells. What was that story like? We don't buy products but emotions! A good strategy If today everyone wants LIDL shoes it is also thanks to the Italy division which set Belgium Phone Number up social communication well before the fan collection was launched on the national market. First the memes - we have the two official ones from LIDL Italia just now - then the comments on the User Generated Content, finally the collaborations with influencers and celebrities. Last summer Fedez published stories and posts on his Instagram profile while wearing LIDL socks.
Today LIDL Italia re-shares the stories of the famous people to whom you gave the fan collection or who purchased it of their own free will. Media buzz (memes are important!) In English buzz means buzz, like the one that has been generated around the LIDL collection in recent months on the Internet. In digital marketing, word of mouth is fundamental: it is above all thanks to chatter that these blessed shoes have become famous. Buzz also means excitement, the same that characterized the wait for the strange object of desire here in Italy. If we imagine the whole process as a swarm, memes play the part of noisy bees, the ones that make the loudest "buzz" and amplify the sound. Without memes leading the word-of-mouth game, the success of the LIDL shoes at 13 euros would not have happened and we would most likely be writing about something else now. Basically on social media people share who laughs and sometimes even buys. After the first wave that started in July to exorcise the wait, on November 16th the second wave of memes arrived to the happiness of (almost) everyone. There are already those who have written articles to decree the funniest post on LIDL mania. Here are 3 that aren't bad:
The paradox comes when LIDL decides to create fashion without any stylist designing the fashion items, simply placing its logo on branded clothes and accessories, which are not very different from those that famous clothing brands produce today. The paradox generates interest because it amazes and therefore excites. It's fine, in fact it's better if it makes you laugh. And above all it sells. What was that story like? We don't buy products but emotions! A good strategy If today everyone wants LIDL shoes it is also thanks to the Italy division which set Belgium Phone Number up social communication well before the fan collection was launched on the national market. First the memes - we have the two official ones from LIDL Italia just now - then the comments on the User Generated Content, finally the collaborations with influencers and celebrities. Last summer Fedez published stories and posts on his Instagram profile while wearing LIDL socks.
Today LIDL Italia re-shares the stories of the famous people to whom you gave the fan collection or who purchased it of their own free will. Media buzz (memes are important!) In English buzz means buzz, like the one that has been generated around the LIDL collection in recent months on the Internet. In digital marketing, word of mouth is fundamental: it is above all thanks to chatter that these blessed shoes have become famous. Buzz also means excitement, the same that characterized the wait for the strange object of desire here in Italy. If we imagine the whole process as a swarm, memes play the part of noisy bees, the ones that make the loudest "buzz" and amplify the sound. Without memes leading the word-of-mouth game, the success of the LIDL shoes at 13 euros would not have happened and we would most likely be writing about something else now. Basically on social media people share who laughs and sometimes even buys. After the first wave that started in July to exorcise the wait, on November 16th the second wave of memes arrived to the happiness of (almost) everyone. There are already those who have written articles to decree the funniest post on LIDL mania. Here are 3 that aren't bad: