Magic of the Net
Lidl sold a range of cheap clothes in less than a day. Resale prices have soared.
The German retailer Lidl has sold confidentially a collection of clothing and accessories in the colors of its brand (yellow, blue and red). The products, sold at very reasonable prices, are snapping up like hot cakes for resale and prices are soaring “The Parisian”.
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This time, the internet users got carried away for a clothing and accessories line (socks, t-shirts, slides, sneakers) in the colors of the brand, offered at very low prices and in very small quantities. About 4 euros for tap dancing and less than 13 euros (14 francs) for a pair of sneakers. The products were only offered in Belgium and the Netherlands and quickly found themselves out of stock.
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This did not fail to cause frustration among potential French buyers. “We have no next scheduled sale date, but we pass internally your wish to see them in our supermarkets,” said the Twitter account of the discounter in response to a user on Thursday.
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Suddenly, some saw the possibility of making easy money. On eBay, the bids for these items have continued to climb to astronomical amounts. A pair of basketball shoes sold for more than 1,255 euros (1,333 francs), almost 100 times the original price.
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These records are all but a coincidence for the brand, which has developed a marketing strategy widespread in the world of streetwear: the “drop culture”. This practice consists in marketing exclusive products in small quantities, almost without advertising, in localized points of sale, says “Le Parisien”. The goal is then that the products are snapped up for resale. “If the strategy comes from luxury brands in the United States and goes back a decade, Lidl has made a drop culture in a very short time,” deciphers an expert.
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