Lidl has launched new Crocs sandals that resemble “Clogs”.
- Lidl has begun to sell a summer collection in its stores, including Lidl’s own copy of Crocs sandals.
- According to Terhi-Anna Wilska, a consumer researcher, products have become popular because they, among other things, parody brand consumption.
- According to Wilska, the products are quick fashion and their marketing involves direct manipulation.
Lidl has launched new “clogs” resembling Crocs. They are part of Lidl’s so -called summer collection, which also includes, for example, raincoat and socks.
Lidl’s marketplace is the price. Crocs prices usually start with a few tens of euros, and the most expensive versions approach 100 euros. Instead, Lidl’s version costs five euros.
-Our clients have liked previous Lidl-themed clothing and accessories, so we wanted to bring something new but practical, but Lidl’s marketing and campaign leader Sea wave says in the company’s bulletin.
Lidl has created shoes before. In 2020, the Lidl sneakers were sold in Finland as soon as they came up for sale. They were even queued. Iltalehti said a year ago that the sneakers were still sought after four years after their release.
“Used as parodian”
After the appearance of Lidl’s sneakers, for example, Alepa and Pirkka brands have also created their own accessories.
Consumer Terhi-Anta Wilskan According to grocery stores, phenomena have grown, at least through social media, where some products have become virals.
“They are often used in a twinkle in the eye, even as a parody of brand consumption,” Wilska says.
According to Wilska, for young people, the phenomenon is particularly attractive as it offers the opportunity to ironize traditional brand thinking. Some of the users of the products may consciously want to profile “non-screen consumption” enthusiasts.
According to researcher Terhi-Anna Wilska, irony is a strong reason to dress according to grocery stores. Vesa Laitinen
Wilska mentions the “Hankki Flags” as an example, which were the phenomenon already in the 1970s.
– Often, such countrymen had received it while bought the Hankkija tractor. That it is a little imitating it.
“Manipulation”
For example, a radio presenter Niko Saarinen there is advertised Lidl’s new summer collection. According to Wilska, many people use products and some influencers bring them up, they quickly become a phenomenon that they want to follow.
The phenomenon also shows the creation of artificial scarcity. Products may be sold in limited items, causing people to rush into stores.
– That’s just straightforward manipulation, or at all, attracting people to buy something completely useless.
Price levels are also a significant factor in the popularity of products. Affordability attracts young and saving consumers in particular, for whom the price goes beyond the brand’s brand.
“This is definitely a quick fashion because hardly anyone wants to go somewhere in Alepa,” Wilska says.
Screenshot of Lidl’s ad. Lidl’s “Clogs” resemble Crocs in appearance, but like other grocery store products, they are only sold in Lidl logo colors. The shoes are sold in bright yellow and blue. Screenshot of Lidl’s ad