Lidl to launch discount fashion

Fashion

German discount retailer Lidl is getting into the fashion game with the upcoming launch of its first fashion collection. From next week Monday, August 25, Lidl will offer its womenswear collection in stores across the country, which includes a faux leather jacket for 14.99 pounds, stretch jeans, in both skinny

and regular fit for 6.99 pounds and long sleeved shirts for 3.99 pounds. Lidl will also offer footwear and will feature ankle boots for 9.99 pounds and flats for 6.99 pounds.

Lidl set to introduce apparel to its assortment

The clothing collection will be stocked in a similar fashion to the non-food products Lidl offers in store, and will only be available while stocks last. Following the launch of the womenswear line, the German discounter is set to launch a menswear collection in stores on November 6.

Although the discount retailer has offered basic clothing items in-store in the past, such as undergarments, T-shirts and tanks as well as childrens wear, this collection marks Lidl's official entry into the fashion industry, with a complete women's wear offering.

"We've had enormous success with our classic fashion lines in the past so made the decision to build on that by refreshing and updating the range. We keep a close eye on the UK market to monitor all upcoming fashion trends so this promotion was very much a natural progression for us," said the German discounter in a statement. "This is the first time ever that we've done such a high-end fashion promotion and we're hugely excited about launching these lines."

Lidl is set to take on rival high-street retailers, such as George, F&F, Primark with the introduction of its women's wear collection. The clothing line highlights Lidl's ongoing expansion scheme in the UK, as the value-retailer continues to win over shoppers from more traditional supermarket chains like Tesco, Morrisons and Asda.

The seasonal apparel offering at Aldi and Lidl has been well received in the UK, as many consumers are accustomed to purchasing clothing from a number of British supermarkets, like Tesco, Asda and Sainsbury's. George by Asda recently overtook Marks & Spencer as the second largest clothing brand by volume in the UK, trumped only by Irish value fashion retailer Primark.

Earlier this week Lidl launched its womenswear collection in Germany and its menswear collection in Cyprus alongside with an update sportswear offering and a rock inspired T-shirt line. Lidl is set to roll out its fashion collections to other countries, including Switzerland and France over the next few weeks.

Last month saw fellow German discount retailer Aldi step into the fashion market with the launch of its value school uniforms. Lidl currently operates over 600 stores throughout the UK and aims to increase that number to 1500.

Aldi

Lidl

Tesco's.