{"id":152005,"date":"2026-07-17T16:35:51","date_gmt":"2026-07-17T14:35:51","guid":{"rendered":"https:\/\/www.retaildetail.be\/?p=152005"},"modified":"2026-07-17T16:35:53","modified_gmt":"2026-07-17T14:35:53","slug":"aldi-veut-surfer-sur-la-vague-du-succes-de-lidl-avec-sa-propre-ligne-de-vetements","status":"publish","type":"post","link":"https:\/\/www.retaildetail.be\/fr\/news\/food\/aldi-veut-surfer-sur-la-vague-du-succes-de-lidl-avec-sa-propre-ligne-de-vetements\/","title":{"rendered":"Aldi veut surfer sur la vague du succ\u00e8s de Lidl avec sa propre ligne de v\u00eatements"},"content":{"rendered":"\n<p>Samedi, <strong>Aldi <\/strong>lancera pour la premi\u00e8re fois sa propre collection de produits d\u00e9riv\u00e9s en France. Sous le nom d\u2019Aldi Studio, le discounter propose une collection \u00e9ph\u00e9m\u00e8re comprenant notamment des t-shirts, des casquettes, des chapeaux, des chaussettes, des tongs et des gourdes.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">En esp\u00e9rant cr\u00e9er le buzz<\/h2>\n\n\n\n<p>Qui ne voudrait pas de chaussettes aux couleurs bleu, rouge, blanc et jaune, orn\u00e9es du grand \u00ab A \u00bb d\u2019Aldi ? La collection reprend l\u2019identit\u00e9 visuelle bien connue de la cha\u00eene de supermarch\u00e9s pour cr\u00e9er sa propre \u00ab collection de fans \u00bb. Avec des prix bas (de 1,99 euro \u00e0 5,99 euros) et une disponibilit\u00e9 limit\u00e9e, Aldi souhaite \u00e0 la fois stimuler la fr\u00e9quentation de ses magasins et accro\u00eetre la visibilit\u00e9 de la marque. Les articles seront disponibles \u00e0 partir du 18 juillet dans environ 1 300 magasins fran\u00e7ais. <\/p>\n\n\n\n<p>Avec cette approche, Aldi suit l\u2019exemple de son concurrent <strong>Lidl<\/strong>. En 2020, cette cha\u00eene avait cr\u00e9\u00e9 le buzz avec des chaussures de sport aux couleurs de sa marque. Peu apr\u00e8s leur lancement, ces chaussures sont apparues \u00e0 des prix bien plus \u00e9lev\u00e9s sur des plateformes de vente d\u2019occasion. Lidl a ensuite multipli\u00e9 les collections de v\u00eatements et les collaborations.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Une nouvelle forme de marketing<\/h2>\n\n\n\n<p>Les v\u00eatements \u00e0 l\u2019effigie de la marque offrent aux discounters une visibilit\u00e9 sur les r\u00e9seaux sociaux et transforment de fait les clients en ambassadeurs de la marque. Pour les d\u00e9taillants, la mode constitue en outre un nouveau moyen de se d\u00e9marquer. Les marges sur les produits alimentaires sont sous pression et les promotions sur les prix ne suffisent plus \u00e0 elles seules \u00e0 fid\u00e9liser la client\u00e8le. Gr\u00e2ce \u00e0 des collections \u00e9ph\u00e9m\u00e8res, les enseignes peuvent cr\u00e9er un effet de raret\u00e9, s\u00e9duire de nouveaux publics cibles et \u00e9largir leur image de marque.<\/p>\n\n\n\n<p>En Belgique et dans d\u2019autres pays, Aldi avait d\u00e9j\u00e0 exp\u00e9riment\u00e9 des produits similaires. Le lancement en France doit d\u00e9sormais montrer si Aldi Studio restera une campagne estivale ponctuelle ou s\u2019il deviendra une gamme de produits r\u00e9currente.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Samedi, Aldi lancera pour la premi\u00e8re fois sa propre collection de produits d\u00e9riv\u00e9s en France. Sous le nom d&rsquo;Aldi Studio, le discounter propose une collection \u00e9ph\u00e9m\u00e8re comprenant notamment des t-shirts, des casquettes, des chapeaux, des chaussettes, des tongs et des gourdes.<\/p>\n","protected":false},"author":5,"featured_media":152006,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[18,24,14,22],"tags":[],"people":[],"extra":[],"company":[203],"topic":[488],"region":[342],"class_list":{"0":"post-152005","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","6":"hentry","7":"category-food","9":"category-mode","11":"company-aldi","12":"topic-marketing","13":"region-france"},"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Aldi veut 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