Lidl unveils middle aisle buys with London Fashion Week inspired photoshoot

With London Fashion Week kicking off this week, Lidl has unveiled its latest photoshoot, showcasing its middle aisle buys in the form of fashion accessories.

Inspired by the bi-annual event which begins tomorrow (17 February), the discount grocer’s latest marketing campaign looks to display its middle aisle items including airyfryers, raincoats, electrical tape, rope and saucepans.

The designated area in each Lidl store offers shoppers discounts and deals on popular products and is also being highlighted as the cost-of-living crisis continues to put pressure on consumer budgets.


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The latest data from the Office for National Statistics found that UK inflation levels slowed faster than expected, dropping to 10.1% in January from 10.5%, however non-essential spending is expected to continue to weaken among consumers.

McKinsey & Company partner and global leader of the Consumer Pricing Practice, Kevin Bright said as a result, shoppers will “adapt their purchasing behaviour, looking for deals, shifting to lower prices alternatives and deffering large purchases.”

This comes as earlier this month, Lidl revealed it has gained nearly £11 million in switching gains from M&S, Waitrose and Sainsbury’s from households choosing to shop at the discounter instead of traditional supermarkets.

Lidl GB CEO, Ryan McDonnell said at the time: “It’s clear that a lot of shoppers are now refusing to pay a premium for their groceries.

“We know they switch to us to make savings, but then they stay with us when they realise that they’re not having to compromise on quality.”

MarketingNewsSupermarkets

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