Red, yellow and blue.
Do you understand what we are talking about?
They are the colors that have literally invaded newspapers, websites , but above all our social media feeds.
All this attests to the resounding success of the German brand Lidl .
Shoes, socks, slippers and T-shirts are the brand's accessories that literally sold out in a few hours on the shelves of the well-known supermarket chain.
Arrived in Italy with a very low price of €13, they are already sold out everywhere and are resold on the Internet at exorbitant prices.
The truth is that there are at least two main reasons why people are willing to pay such sums for such shoes:
Increase in Value: The relationship between supply and demand. People hope that the price will rise because of the shortage of supply.
Limited Edition: Being a product reserved for only a few, and therefore exclusive.
This phenomenon has not only happened here, but also in other European countries such as Sweden, England, Holland and Germany.
Strengthen Brand Image with Brand Awareness
In this graph you can see the explosion of searches for the Brand "Lidl" in the last 30 days. A significant surge, witness to the media impact of this phenomenon.
This phenomenon also brought enormous traffic to its stores, generating potential future sales for the company's Core Business : Shopping.
This is perhaps the idea behind the entire commercial operation: to build customer loyalty with low-cost products throughout the year, to establish human contact through a daily gesture, such as shopping, and then make him the exclusive recipient of an elite product.
The Reasons for Success.
Lidl has always accustomed us to an image in line with the products it offers , brutally defining it as a "Discount" image that we can notice both inside the stores and in the advertising campaigns.
The launch and promotion of these shoes, of this merchandising signed by Lidl is the great curiosity of this Case Study .
In July 2020 LIDL launches its Limited Edition branded collection of sneakers, slippers, t-shirts and socks in some European countries such as Germany, France and Belgium.
Since only a few people manage to get their hands on the Fan Collection in stores, Reselling starts immediately.
The news gallops on the Web and in Italy becomes a media phenomenon on social media.
Suddenly everyone is going crazy for LIDL shoes and there is a rush to find the funniest Meme to represent these bizarre multi-colored sneakers as an authentic object of desire, actually increasing the desire.
These products were not accompanied by any marketing campaign , everything seems to be the result of autonomous sharing by people on social media.
An incredible phenomenon, in which influencers from various platforms also took part, including Fedez.
An Exclusive Product.
Lidl has implemented a strategy based on the concept of exclusivity , making a product perceived as “for the few”.
In the fashion field, this strategy is used by many brands, such as Supreme, Palace or various collaborations with artists.
By doing so, we act on the emotional sphere of people, stimulating their desire for possession .
The fact that the product is no longer available creates confusion in people which inevitably affects the decision-making process, thus leading them to feel a sense of urgency that goes beyond the real need.
It is precisely this urgency that increases the attraction towards the product , pushing individuals to make an impulse purchase and, consequently, one that is anything but rational but rather highly emotional.
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