Supermarket Streetwear

You've got new competition, and they aren't even from the world of fashion.

Earlier this month, a popular german supermarket in Australia named ALDI released their own line of streetwear. Their range features a t-shirt, socks, a beanie, a sweater, and even their own sneaker at $19.99 AUD.

For many, this was bizarre and shocking as ALDI is no clothing store. They are simply a discount supermarket to buy your veggies.

But in all this, something occurred to me:

More and more, non-clothing brands are turning to fashion.

Why?

In truth, I'm not 100% sure. But I have a theory.

I believe it's because there is no better way to represent the lifestyle behind your brand than to allow your customers to wear it on a t-shirt.

And customers that buy for the lifestyle, buy for life.

Here's the thing:

ALDI streetwear isn't selling clothes for the sake of selling clothes.

It isn't like there is gap in the fashion market that ALDI is filling!

However, no one who proudly shops at ALDI has ever had the opportunity to wear the associated lifestyle as proudly on their body UNTIL NOW.

My point is this:

There isn't a gap in the fashion market that your 'new' or 'different' designs is filling.

But chances are, there is a gap for a brand that represents your lifestyle.

And with so many new streetwear brands (and non-clothing clothing brands) popping up every week

finding that gap is becoming more necessary than ever.

So take a page out of ALDI's book.

Don't sell a product.

Sell the lifestyle.

Here to help,

Elijah