Lidl is going to increase the competition in the value fashion retail market, while engaging with young shoppers via an augmented app.
Pop-up fashion store
Lidl in Germany has opened its first pop-up fashion store at a premium high street in Hamburg surrounded by designer shops like Louis Vuitton, Jil Sander, Prada and Gucci. For the period of 10 days Lidl will be offering its new fashion collection under the brand Esmara. The range will be available at Lidl discount stores at the end of September.
Lidl Italia has lauched Cien APPeal, an augmented app dedicated to beauty products. The app provides mobile access to exclusive content from Lidl Italia’s private label beauty product range Cien. Cien APPeal features a colourful and intuitive graphical interface, with two functions, Beauty Case and Cien Beauty Test.
The former includes information about around 200 products, advice from blogger Chiara Facchetti and ads featuring Laura Barriales. The latter allows users find Cien product which they like through a quick tests and gives them the option to share the results on their facebook page.
For more insight to Lidl's strategy click here: Lidl's five strategic initiatives