Aldi Süd launches designer collection with Jette Joop
today Apr 6, 2016
It may not be a synonym for designer fashion yet, but an Aldi Süd store in Düsseldorf was certainly the backdrop of a designer fashion show. Presenting the discount retailer’s new collaboration with German fashion designer, Jette Joop, Aldi has officially step foot into designer fashion territory. “Everyone has the right to good design,” says Joop.
On Tuesday evening, ten models walked an improvised catwalk set up between shelves storing canned beer and lemonade, showcasing a womenswear collection designed by Jette Joop exclusively for the discount chain.
The range is comprised of 27 pieces, including blouses, cardigans, sweaters, dresses, trousers, scarves, bags, trainers and sandals, all in black, white, grey and pastel tones. Prices range from 8 to 20 euros.
According to Aldi deputy Buying Manager, Kim Suckow, the collection proves that designer pieces don’t have to be expensive. The collaboration with Jette Joop gives each customer the opportunity to own a special designer piece.
The Germany-based retailer is not new to the apparel sector. Together, Aldi Nord and Süd rank among the ten largest clothing retailers in Germany with an annual turnover of over a billion euros, according to an index by trade magazine Textilwirtschaft.
“With the Jette Joop collection, Aldi wants to appeal to a younger and brand-oriented audience and attract new customers,” explained Denise Klug, analyst at Planet Retail. The launch also responds to Aldi’s increasing struggle to continue growing, partly due to the intense competition it faces from its German rival Lidl and other major supermarket chains.
For industry analysts, the fashion push seems well-timed. Despite the struggle of mid-market brands such as Steilmann, Gerry Weber and Tom Tailor, the discount clothing industry is booming. Irish value retailer Primark plans to open its 20th store in Germany this week and discount chain KiK wants to add almost 400 stores to its portfolio over the next years.
The collaboration was a challenge for Jette Joop. When asked how much time she invested in the line, she says: “It felt like a lifetime.” Each piece and detail was thoughtfully considered, from cut to color, material and price. The price range was set according to these factors.
Aldi is not the first low-cost retailer to join hands with well-known designers to uplift its brand image. Perhaps the brand that has most successfully used this strategy is H&M, which has worked together with some of the most important names of the fashion world, including Karl Lagerfeld, Stella McCartney and Versace.
Will Aldi offer more designer fashion at bargain prices? The retailer prefers not to say. “It will depend on the success of this collection,” said Aldi Buying Manager Suckow.
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