Aldi Süd is teaming up with with designer Jette Joop on a clothing line in an effort to drive sales in the discounter’s stores.
German discount store operator Aldi Süd has begun a collaboration with luxury fashion designer Jette Joop.
As of April 11, Joop will sell her designs under Aldi’s own-brand label Blue Motion. The retailer intends to target shoppers of all different demographic groups.
The designs will be displayed the usual Aldi way, in metal baskets and wrapped in foil. The retailer set a very clear framework for Joop, who described the discounter as professional, but also strict.
The launch of the new line will be accompanied by a catwalk event in an Aldi outlet in high-end fashion high street Königsallee in Düsseldorf. Here, the discounter is located in a neighbourhood renowned for various premium designer stores.
Widening appeal
The partnership with Joop follows the appearance of Italian actress Elisabetta Canalis as brand ambassador in Aldi’s latest Expressi (coffee capsule system) TV spots.
In general, Aldi’s overall marketing strategy in Germany is focusing on addressing a younger and wider shopper clientele and creating a more upscale brand image.
As it has become difficult to grow via new store openings in the market, the retailer is concentrating on driving sales in existing outlets and increasing the value of the individual shopping basket.
Joop herself describes Aldi as a cult brand and reminded us of tie-ups between other high fashion designers with conventional retail businesses like Lagerfeld and H&M.
She said she regards this move as being a democratisation of luxury. Aldi Germany’s marketing initiatives are largely driving this ‘cult’ image at present.
Taking risks
Only last year, the retailer introduced its first nationwide outdoor advertising campaign in Germany making much of the fact that the simplicity it provides can be seen as a premium feature.
Aldi already gained experience in collaborating with a premium fashion designer in Australia. This is the country in which the German retailer is the most daring with regards to fresh marketing stunts, concepts and assortment.
It is also only one of the few in which it does not face direct competition from Lidl. In October, Aldi teamed up with Collette Dinnigan for a limited edition clothing range for children there.
Dinnigan perfectly described the advantages of such a partnership saying: “It is a very smart thing to do to work with designers because after all they know how to cut the cost the best.”
The move was understood to be well-perceived with the line selling out quickly.
As a result it is likely that Aldi Australia is to do similar partnerships in future.
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