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  • Fashion and supermarkets aren’t actually polar opposites
  • Fashion and supermarkets aren’t actually polar opposites
    Chanel (2014) ©

Who buys their skinny jeans in a supermarket?

Having reshaped the British grocery landscape, discount supermarket Lidl has announced its first fashion line. As competition for ‘top UK supermarket’ steps up, is selling jeans next to the milk aisle now non-negotiable? And what does it say about our changing shopping habits?

Location United Kingdom

In September 2014, Lidl, the discount supermarket winning over British shoppers with bargain booze and budget lobster, announced a potentially disruptive move. It launched its first ever fashion line, Esmara, promising the latest(ish) trends at prices almost as low as its food. The first collection boasts skinny jeans for £6.99 and faux leather biker jackets at £15 a pop.

Fast fashion isn’t new to supermarkets. They’ve been at it since 1989, when Asda became early pioneers with the launch of its clothing line George. [1] But as the competition between the big four and the ...



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