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Lidl launches yellow-red-blue sneakers, and it is news immediately. It did this last November, and will do it again in May for the relaunch. In November, there were miles of queues in front of supermarkets to buy the fateful shoes.
What’s going to be so great about this product besides the price? Will we find out, perhaps, if the lines at the gates again this time?
Lidl and its sneakers: will we still queue to buy them?
Lidl will put the blue sneakers back on the shelves, it seems, on May 10th. This is what the German supermarket chain publishes on Instagram, with an enthusiasm certainly the result of the latest success. The shoes had already been launched for the first time in Italy in November.
The result obtained is incredible. It was a huge success for the supermarket chain. At the doors of the stores there were long queues waiting to be able to buy the very popular Lidl shoes, in the key colors of the brand: dominant blue, yellow, and marginal red.
If we had told someone that the sneakers of the moment were on the shelves of a supermarket, no one would have believed it. Yet, it is not the first time that today we see things that have never been thought of before. Maybe we will begin to get used more and more to buying pasta and shoes in the same place. To some it may seem chilling, but the queues at Lidl for a pair of shoes seem foreboding. Signs from the future? Still not even the most far-sighted visionaries believe it!
Why relaunch them? Which strategy?
The question now is: will these queues form again for the second launch? Is the frenzy of the “Lidl addicted” in having them still at its peak?
The effect that transient phenomena have on mass culture is not new. Now we “enter the hype”, an expression pertaining to the marketing campaign of a product. By hype we mean literally the “swelling” act to trigger the spasmodic expectation of a product. After the peak of enthusiasm, however, there is already hype for the next smash.
Many argue the second launch will not be as successful. Purchased in bulk or not, the Lidl sneakers still make you think. Sales advertising is evolving into increasingly structured strategies that solicit desire in an increasing way. The hype is exactly that, a way of creating an excitement that will only die out with the purchase.
READ ALSO: Sold out Lidle shoes: does streetwear make you rebellious?
