Budget supermarket chain Aldi has a cheeky habit of taking a queue from the packaging and product design of more expensive rivals. Their U.K. division has taken to drawing inspiration from brand name apparel labels with a recent drop of new merch.
The limited-edition collection of Aldi gear has all the hallmarks of a modern sportswear/luxury apparel brand: hoodies, boxers, pajamas and socks. It taps into the “Aldi-mania” surrounding the brand, which is loved by fans for its cheeky brand positioning and affordability.
— Aldi Stores UK (@AldiUK) April 21, 2021
The collection is being marketed via a social media film and outdoor ads at London’s Leicester Square. The ads gently mock popular online fashion brands in signature Aldi style with a goal to make consumers “double take” and question, “Is that really Aldi?”
Aldi hasn’t revealed whether they were trying to channel a specific retailer, however they did tag fashion brands Boohoo, Asos, and PrettyLittleThing on Twitter with the hashtag #AldiSpringSummer21.
The bright branded offering featuring Aldi's full-color logo and strategic logo placement is for sale in U.K. stores and online with some pieces already sold out.
Sean McGinty, marketing director at Aldi U.K., said in a statement: “With loungewear sales soaring across the U.K. over the last 12 months, now feels like the right time to launch our own range. The campaign promises to turn heads and drive conversation around this season’s must have lines.”
Those American fans, whose grocery shopping experience at every other grocery store has been forever ruined courtesy of Aldi prices, will have to wait for the merch to make its way across the pond.