German supermarket giant Lidl has delved into the wonderful and sometimes bizarre world of high-end fashion with its latest photoshoot.
Inspired by London Fashion Week, the chain has released a collection of images showcasing its middle aisle buys as quirky accessories for equally standout outfits.
This new marketing campaign sees a rope transformed into a handbag and saucepans used as necklaces.
Lidl has even made a must-have accessory of its sell-out air fryer, which is back in stores this week, after a previous version sold 17 per minute last November.
The supermarket giant is encouraging fashion-forward customers to recreate its looks and strut down the middle aisle to bag the latest accessories.
Lidl uses London Fashion Week as inspiration for its latest middle aisle campaign, including making a bag out of rope
In one image a model poses in Harry Potter inspired bedsheets, which have been made into an asymmetrical dress, complete with a rope bag accessory.
Elsewhere, Lidl has draped the model in a see-through cloth, which looks like a rain coat to ensure that no attention is taken away from the supermarket’s sell-out air fryer.
Taking inspiration from New York fashion week, meanwhile, Lidl has draped the models in its electrical tape to draw attention to its middle aisle tool kit this week.
It comes after cash-strapped families were told last month that they faced the sharpest increase in grocery prices since records began, with annual shopping bills predicted to rocket by £788 this year.
Grocery prices ballooned by a record 16.7 per cent year-on-year, in the largest hike since analyst Kantar started monitoring food inflation in 2008.
This new marketing campaign sees a rope transformed into a handbag and saucepans used as necklaces
Lidl has even made a must-have accessory of its sell-out air fryer, which is back in stores this week, after a previous version sold 17 per minute last November
The gloomy news came as financial experts warned there had been a ‘staggering’ 2.3 percentage point jump in the four weeks to January 22.
It marked a steep increase on the 14.4 per cent seen in December, when festive discounts in the run-up to Christmas helped limit runaway price booms.
Fraser McKevitt, head of retail and consumer insight at Kantar, said: ‘Late last year, we saw the rate of grocery price inflation dip slightly, but that small sign of relief for consumers has been short-lived.
‘Households will now face an extra £788 on their annual shopping bills if they don’t change their behaviour to cut costs.’
The revelation comes despite retail bosses insisting they were taking a tougher approach with suppliers in a bid to drive down prices for customers.
But industry insiders have slammed supermarkets and accused them of fuelling the cost-of-living crisis by pushing through unfair price hikes.
Lidl has used this week’s middle aisle buys to release a set of looks that pay homage to the unusual props, poses and styling set to hit the runways
The supermarket-giant is encouraging fashion-forward customers to recreate its looks and strut down the middle aisle to bag the latest accessories
The row comes after Tesco’s chairman John Allan sparked fury with allegations that some suppliers are to blame for demanding unjustified price increases for groceries.
Mr Allan told the BBC it was ‘entirely possible’ food producers were taking advantage of customers.
The products in the middle aisle of Lidls this week
- Tower 4L Hot Air Fryer, £54.99
- Harry Potter Bedlinen, £12.99
- Hand Blender, £12.99
- Multi-Purpose Cord, £5.99
- Stainless Steel Pan Set, £24.99
- Tower Cera Glide 2400W Cordless Iron Purple, £22.99
- Work Gloves, £2.99
- Garden Tools, £7.99
- Hook & Loop Cable Ties, £1.99
- Duct Tape, £2.99
- Screwdriver set, £9.99
- Multi-purpose tool, £29.99
He said the UK’s biggest supermarket chain had ‘fallen out with suppliers’ over prices and is trying ‘very hard to challenge cost increases’.
Shoppers have already started changing supermarkets in their droves as soaring food prices take their toll on households, a study has revealed.
Research found the number of people shopping in Marks & Spencer before the cost-of-living crisis stood at 47 per cent, but had fallen to 21 per cent in December 2022.
Waitrose saw its customers fall by half, from 33 per cent to 14 per cent, as did online supermarket Ocado which dipped from eight to four per cent.
But Ged Futter, a former buyer for Asda, argued that supermarkets decide the prices on shelves and suggested they are to blame for pushing through unfair hikes to protect their multi-billion pound profits.
Mr Futter, now a retail analyst, described the comments from Mr Allan as ‘outrageous’.
He said: ‘Some suppliers are profiteering but, at the same time, we also know that some retailers are putting up their prices higher than the inflation they are receiving. I would say it is quite disingenuous to be talking about suppliers profiteering.
‘He [Mr Allan] also seems to forget that the price on shelves is the responsibility of the retailer, not the supplier.
‘The supplier is responsible for looking after their costs to make sure they survive. After that however much (the price) goes up it is the retailer.’
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