Aldi launches its first-ever branded clothing range
By Bela Pitamber on Friday, April 23, 2021
Aldi, the supermarket recognised for its humorous tone of voice, has launched its first-ever branded clothing range in the UK: Aldimania. The collection of hoodies, hipsters and pyjamas will be available to buy online on the Aldi Website from this Sunday, 25th April. With the hipsters available instore from 29th April.
Created by McCann LIVE, each garment has been designed to reflect Aldi’s brand logo and primary colour scheme. With an intent to mimic popular and trendy fashion brands, adverts have been created replicating familiar sets with models and merchandise taking centre stage against white backgrounds.
The campaign has launched in style – with a billboard in London’s Leicester Square and a fashion-first video promoted across its social media channels.
Aldi’s hopes of capturing the attention of and creating a buzz amongst its fans, other brands and the public, has so far proven successful. Love Island’s Tommy Fury (3.3m followers) posted an Instagram photo wearing and promoting the new hoodie, receiving 167,000 likes within 2 days.
On the launch, Sean McGinty, marketing director at Aldi UK, said: “With loungewear sales soaring across the UK over the last 12 months, now feels like the right time to launch our own range. The campaign promises to turn heads and drive conversation around this season’s must have lines.”