Lidl takes on other supermarkets with 'on-trend' women's budget clothing range

Lidl moves into mainstream fashion with cut-price clothing.

17:48 21 August 2014

German discount supermarket Lidl has launched an unbranded “on-trend” women’s range as it moves into mainstream fashion with cut-price clothing.

The move comes after the supermarket successfully challenged big supermarkets chains on food and established themselves as a serious threat to established stores such as Tesco, Asda and Morrisons.

Customers will be able to get their hands on bargain-priced clothing such as a leather style jacket for £14.99, stretch jeans for £6.99, ankle boots for £9.99 and shirts for £5.99 alongside their groceries. The menswear fashion collection will be launched in November.

Josie Stone, non-food buying manager at Lidl UK, said: "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 on 25 August.

“Not only are these jackets bang on trend for this season but they're also £15 a pop, which is unbeatable value for such high quality. So we'd advise customers to be quick getting down to stores on the 25th because they're likely to be snapped up very quickly."

But Richard Perks, director of retail research at market research group Mintel, cautioned that shoppers will have to be fast to avoid disappointment: "This is taking what they are doing already and moving it on a step. This is about value for money and is about offering some excitement to the opportunistic shopper with a relatively small range that will probably sell very quickly."