Aldi Releases ITS Clothing Line, Poking Some Fun at Apparel Brands On the way
European budget supermarket Aldi includes a penchant for poking fun at big brands, along with taking (very close) inspiration from the packaging and product design of more expensive rivals.
In its latest tongue-in-cheek campaign, Aldi has created a limited-edition assortment of Aldi hoodies, boxers, pajamas and socks.
The “capsule collection,” Aldi’s agency McCann said in a statement, taps in to the “Aldimania” surrounding the brand, which is loved by legions of fans because of its cheeky brand positioning and affordable pricing.
Marketing of the number, with a social media film and outdoor advertisings at London’s Leicester Square, gently mocks popular online fashion brands in signature Aldi style. Desire to, McCann added, is to create consumers “double take” and question, “Is that basically Aldi?”
Aldi hasn’t named any specific retailers in the campaign, but tagged fashion brands Boohoo, Asos and PrettyLittleThing on Twitter with the hashtag #AldiSpringSummer21.c
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