I can’t understand LIDL recent communication campaign.
Why? Because I don’t get who the target is, or better, I don’t understand why you LIDL changed it.
What is the typical LIDL customer? It is a normal or low-income woman, more likely in her 40/50ies or older, normally with a family, with no interested in fashion or style, who wants first to save money and second find all common German food. While there, she would also buy clothing if she finds them convenient and not too bad. She would also buy baby/children clothing.
During the years LIDL has been increasing more and more their offering, introducing non-food articles. Now you can also find special offers of electronic tools, thrill machines, furniture, garden utensil, and almost every week a long variety of clothes.
Of course entering the fast fashion world was too attractive for Discount chains, and there it go. From children clothing to underwear, from shoes to belts and all possible clothing you need. Don’t get me wrong, they are not mistaking at all, sales confirmed it. Their minimum-stock vs fast sales process works best, so great job LIDL. The only thing that I don’t really understand is why then changing then your target?
When I see their latest adv campaign (both on TV, online and on paper) LIDL is very much talking to a younger audience than usual. Both visual and messages are targeted to young women, I would even say teenagers. And my question is “WHY SO”???
From what I can assume either you LIDL want enlarge the age of their customers, trying to sell clothes also to younger people or you use that image because you want older women feel younger. I believe in both cases it doesn’t work.
Here 5 Reasons why:
1. If LIDL wants to attract young women to shop there – it will of course exclude older women – as a 20 years old does not dress like a 50/60 women (both for size and style). Either one target or the other. Problem is, if I’m 20 years old would I ever go to LIDL to shop? NEVER!
2. Plus even if you LIDL makes them coming to buy those such nice Jeans by “Sophia Thomalla” from you, the young 18-20 years old girl would never buys fruits and toilet paper while she’s there, that is her mom’s job. So again, failure in up-selling.
3. Probably a 20 years old girl think: “LIDL is where my mom would buys clothing, not me! I go to H&M or even better, I shop online by Zalando!” It could be the best, most stylist, modern and in the same time cheapest skirt ever, if the mothers has it no way the daughter will wear it. It is a perception game and there is nothing we can do to Change about it.
4. There is a size problem also. A 40/50 woman normally does not have the same size as a younger skinner girl, so how do you manage that? You make smaller and more shaped clothes only? Or you make them in ALL sizes? Again no possible.
5. The messaging of “Simply being yourself” (Bleib schön du selbst) is also to me not effective. That kind of target does not want to be “yourself”, they actually want to imitate the testimonial “Sophia Thomalla” and therefore dress like her!
If I am correct or not, no one knows. And surely LIDL is too strong and powerful to have a negative impact from one single campaign. But it would be interesting to understand why they decided to approach that target and what is the strategy behind it.