Lidl is back with a smart new marketing move. The German discount chain has secured the sale, on its e-commerce, of selecting low-cost products by Nike. After all, the brand is not new in the sportswear market. How can we forget about the collection, which also included the much talked about pair of yellow, red, and blue sneakers?
The garments are already available on the Spanish online store with prices ranging from € 11.99 for a t-shirt, up to € 39.99 for a classic hoodie. As Modaes, a Spanish magazine linked to the world of fashion and the economy, explains: “For Nike, the partnership with Lidl means expanding its distribution, including also the lower end of the market.”
A move that in a certain sense goes against the new policies applied by Nike, which increasingly tend to discourage the sale of its items through large retailers, in favor of a more direct liaison with its customers through the stores and online. . But that, on the other hand, will allow the Beaverton company to reach that slice of public that it would be destined to lose with its new corporate policy.
For now, Nike items are only available through Lidl e-commerce, but we do not rule out a possible arrival in its physical stores.
The numbers of Lidl in Italy: The company has been present in Italy for almost 30 years and has over 17,500 employees throughout the country and 10 platforms. In recent years, Lidl has started a renewal strategy, moving from the concept of a real discount to the setting up of more modern spaces, including a product review that tends more towards Made in Italy than the previous preference for German brands. To date, over 80% of distributions are produced in Italy.