Blog: Lidl could benefit from the Primark factor in its fashion foray

Lidl grabbed many column inches when it launched its first womenswear collection last week, but will it prove successful?

The German grocer has been a sensation the UK over the past few years, with sales soaring as it snatches share from the Big Four.

Some may have raised eyebrows over the prospect of picking up a dress with Lidl’s discount food stuff but the early signs are positive for the grocer.

The majority of the debut collection, which featured a £14.99 faux leather biker jacked and £6.99 skinny jeans, sold out of its shops in just 48 hours.

Fashion is already a big area for grocers with George at Asda last month overtaking M&S as the UK’s second biggest clothing brand.  Time-poor shoppers seem to like the convenience of being able to pick up fashion for the entire family whilst doing their weekly shop.

Like Lidl, Asda has strong value credentials, which its fashion shoppers see as a positive. Thanks in part of the Primark factor, shoppers are now proud to say that the clothes they are wearing were a bargain.

However, Asda and Primark have worked hard on building their fashion reputation. Asda obviously brought in the big guns, partnering with former Next supremo George Davies, one of the UK’s best known fashion designers, to set up its fashion range while Primark has built one of the best buying teams in the business, which rarely get trends wrong.

Lidl will need to ensure that its fashion hits the mark, if it is to make headway in the highly competitive value clothing market.

But if it can get trends right, it stands to pick up additional spend from its budget-conscious shoppers and its sell-out debut collection could become a regular occurrence.