# Supermarket Clothing Pop-Ups Lidl Opened a Pop-Up Shop in Hamburg for Its New Clothing Collection By Katherine Pendrill | Published 2017-03-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/lidl References: [retaildesignblog.net](http://retaildesignblog.net/2016/11/22/lidl-pop-up-store-by-actincommon-hamburg-germany/) Last fall, the German supermarket brand Lidl opened up a pop-up shop for its new fashion collection. With a growing number of supermarket chains adding clothing sections to their stores, the pop-up shop helped educate consumers about the kinds of trendy pieces they can pick up during their weekly grocery run. The Lidl pop-up was hosted this past September at a premium high street location in Hamburg. Nestled among shops like [Louis Vuitton](https://www.trendhunter.com/trends/louis-vuittons-soho-popup) and [Gucci](https://www.trendhunter.com/trends/gucci-racing), Lidl sold its new fashion collection 'Esmara.' To differentiate the collection from other clothing brands, the pop-up was peppered with aspiration lifestyle products and [Instagram](https://www.trendhunter.com/trends/jacket-potato-jacket)-friendly displays. The supermarket brand even ran its first dedicated television campaign in order to promote products like its cashmere sweaters. Lidl's pop-up shop demonstrates that even non-fashion brands can use temporary retail as an effective way to engage consumers. ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 87% | Activity: 82% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Supermarket Fashion:** Supermarkets are expanding their offerings to include fashion products, providing consumers with a convenient one-stop-shop experience. - **Pop-up Retail:** Temporary retail spaces allow brands to experiment with new products and engage with consumers in a unique way. - **Multichannel Retail:** Retailers that offer both online and offline sales channels can provide a seamless shopping experience for consumers. ### Where This Applies - **Supermarkets:** Supermarkets can increase sales and engage with customers by adding clothing and fashion products to their offerings. - **Retail:** Retailers can benefit from using pop-up shops to generate hype around new products and create a sense of urgency in consumers. - **Online Retail:** Online retailers can expand their offerings to include offline and pop-up retail to provide a unique shopping experience for consumers. ## Related on Trend Hunter - [Sensory Supermarket Pop-Ups](https://www.trendhunter.com/trends/a-very-aldi-holiday.md) - [Grocery Store-Branded Apparel](https://www.trendhunter.com/trends/aldi-gear.md) - [Selective Retail Pop-Ups](https://www.trendhunter.com/trends/woolrich-black-label.md) - [Kitschy Private Label Kitchenwares](https://www.trendhunter.com/trends/lidl-kitchenwares.md) - [Stylish Soda Pop-Ups](https://www.trendhunter.com/trends/poppi-world.md) - [Pop-Up Luggage Retail Activations](https://www.trendhunter.com/trends/antler-retail-popup.md) - [Eco-Friendly Retail Pop-Ups](https://www.trendhunter.com/trends/stella-mccartney-pop-up.md) - [Newsstand-Style Pop-Up Series](https://www.trendhunter.com/trends/uber-eats-x-aldi.md) - [Grocery Store Merch Ranges](https://www.trendhunter.com/trends/aldi-spring-apparel.md)