Aldi’s Hoodies: The Unexpected Merch Strategy Behind The Discount Retailer’s Success. Why You Don't Need To Be A FMCG Brand To Become Desirable

We’ve probably all seen merchandise items emblazoned with fast-moving consumer goods (FMCG) brand details. Think of the enormous amount of Coca-Cola hats and t-shirts out in the world. Pepsi even partnered with Nike for a streetwear range. While it’s common for these types of companies to sell branded clothing, it was somewhat different to see supermarket giant Aldi releasing its own clothing line.

In this article, we’ll take a deeper look at this bold merch strategy, and why it makes sense for more businesses to consider branded clothing.

Aldi’s urgency factor with limited-edition gear

Loyal Aldi customers would be well aware that part of their whole sales strategy is to create a sense of urgency. They often sell limited-time products, which creates a sense of urgency and a fear of missing out. The result – fast sales.

So, it makes sense that they used a similar approach when launching their range of hoodies. Using the branding, Aldidas, a play on the well-known sports apparel name, Aldi created limited-edition hoodies that instantly felt more desirable. In Australia. We’ve recently seen the launch of the ALDImania clothing line in Australia, showcasing Aldi’s recognisable logo and colour scheme.

Tapping into brand loyalty

Aldo is unique and offers something a little different than other supermarket chains, which has helped them build an extremely loyal customer base. One of the reasons FMCG brands do so well in the lifestyle market is the fact that consumers love their brand. So, why not Aldi, too?

People who love Aldi and rave about it to their friends all over social media are the perfect types of customers. But they’re also the perfect target audience for customers who want to show their loyalty by wearingbranded merch.

Combining fashion and functionality

Just like any merchandise item, Aldi’s hoodies wouldn’t be nearly as successful if they were low-quality, throwaway items. People want clothing that lasts, so that’s what Aldi delivered. These hoodies are more than just a marketing tool – they’re a genuine item that generates sales income because people can use them.

As we know, if customers love your branded clothing, they’ll wear it in public whichenhances brand recognition, making Aldi’s hoodies the perfect combo of fashion and functionality.

Sticking to their much-loved low price points

Aldi’s hoodie range is a perfect example of the golden rule – knowing your customers. Aldi is known as a discount supermarket, and that’s what people love about them. So, it wouldn’t make sense for them to launch a premium fashion brand because it’s unlikely to appeal to their core customer base.

Rather, they made their hoodies affordable so their customers would be more inclined to buy. In Australia, Aldi hoodies sell for $14.99, which most people would agree is cheaper than most other clothing retailers. This is one of the key points of the entire merch strategy Aldi has used. The hoodies are sold at cost price, meaning Aldi doesn’t profit from them directly. Rather, it’s an advertising and marketing expense. People walking around with the Aldi logo on their chest is a great way to get the brand noticed - especially when the whole idea of Aldi fashion is unique enough to really capture people’s attention.

Building on Aldi’s unique brand personality

We already mentioned that Aldi’s brand is unique. Over the years, it has built a quirky brand personality that resonates with customers. If your business can achieve that, customers will be eager to show their support by purchasing branded clothing.

The other thing Aldi managed to do was capture attention by doing something different. Supermarkets don’t often sell clothing lines, so that, in itself, created an instant buzz. Not only does this create free word-of-mouth marketing that draws people to the products, but it harnesses the massive power of social media.

Brands doing unexpected things can often go viral, and this is something Aldi captured beautifully.

Proving that any brand can be lifestyle-oriented

Ultimately, Aldi’s branded hoodies proved that any business can break into the lifestyle market if they have the right merchandise and a targeted approach. While it’s true that Aldi already has a large following, smaller brands can still sell branded merch and reap the benefits. Just because your customer base is smaller, that doesn’t make it any less enthusiastic about supporting and representing your brand.

If you’d like some help planning your range of branded promotional clothing,contact the team at Brandconnect today. We’re the merchandising experts, so whether you want branded clothing or useful promotional giveaways, Brandconnect is your first choice.