Thursday, 10 August 2017

Strategy: Heidi Klum is launching a fashion line in US grocery stores

Heidi Klum is launching a fashion line in Lidl US stores.

The collection includes leopard-print blazers, pants, and booties, super-skinny jeans, and leather bomber jackets.

Supermodel Heidi Klum is releasing a fashion line exclusively at Lidl grocery stores.

The collection — which includes leopard-print blazers, pants, and booties, super-skinny jeans, and leather bomber jackets — will debut at a New York Fashion Week runway show in early September.

The items will hit the German chain's US stores two weeks later on September 21. They will cost between $6.99 and $29.99.

It will be Klum's first full fashion line since her activewear launch with New Balance in 2010

Lidl says the line, which will correspond with a new marketing tagline, "let's wow," is aimed at making "high-end fashion attainable for anyone."

Lidl is started opening its first US stores in June in North Carolina, South Carolina, and Virginia.

The chain has an aggressive expansion plan in the US that includes opening 100 stores along the East Coast by the middle of next year, and eventually as many as 600 stores across the US, according to company documents obtained by Business Insider. Lidl currently has 10,000 stores in 27 European countries.

The Heidi Klum collection will be available at international stores as well.

Lidl, which has described itself as a cross between Trader Joe's and Harris Teeter, is known for its low prices and private-label goods. But unlike those stores, the chain sells clothing alongside its food items — making it a potential threat to Target, Walmart, and off-price chains like TJ Maxx and Nordstrom Rack, which frequently feature celebrity collaborations.

Klum, who was born in Germany, rose to fame through a successful modeling career that began in the 1990s and later as the host and judge of Germany's Next Topmodel and the reality show Project Runway. She is also an actress, author, and television producer.



from pulse.ng - Nigeria's entertainment & lifestyle platform online

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