Recently, in social networks we all have been witnesses to the revolution caused by the new sneakers that the supermarket brand Lidl is selling in some of the European countries. These sneakers consist of running sneakers with the brand logo and the corporate colours. Moreover, Lidl has also launched white socks, t-shirts, and flip-flops, all of them with Lidl’s logo. But why are these sneakers causing a social devotion? The answer to the question is because of the Hypebeast.
Lidl has also launched white socks, t-shirts, and flip-flops, all of them with Lidl’s logo
If you remember, “The ‘Hypebeast’ or ‘beast of the hype’ could be considered as the evolution of the sneakerhead, but more exaggerated. The hypebeast is a person who collects sneakers and other types of garments of the brands with the most hype and that are the most popular in the streetwear industry”. Moreover, the hypebeast does not keep in mind if he likes the garment that he is going to buy or not. He usually looks for the items that are exclusive, just launched or popular in the social media like Instagram.
The ‘Hypebeast’could be considered as the evolution of the sneakerhead, but more exaggerated
Furthermore, the most sold garments because of the Hypebeast movement are, apart from the sneakers, the ‘box logo’ items, that are the items that have the brand’s logo perfectly visible. As long as the logo is big and visible the item will have more hype. That is the Supreme t-shirts’ case because these were the first items of the brand included in the Hypebeast movement. That is probably, the main reason why these Lidl sneakers are being successfull in hypebeasts.
Lidl sneakers have caused long queues at the supermarket doors, and not just for buying food. Moreover, in some countries like Finland, Germany, Belgium, and the Netherlands, among others; have been a totally sold out and Lidl has had to reinstate these products (sneakers, t-shirts, and flip-flops, principally). However, there is not an official date for the launching of these products in some countries like Spain, among others. Lidl has confessed that in September it will confirm an official one for Autumn, probably.
But, how was this phenomenon born? It all started with a joke from Lidl because of the celebration in some countries, like The United States of America, of ‘April Fools’ Day’, which is a perfect date for making well-meaning jokes. It started with a Facebook publication in the official account of Lidl on April 1 of 2019. Nowadays, the desire of having these sneakers have made Lidl to reinstate these products in some countries and to organise raffles in social networks.
However, the launching of these sneakers and the rest of products, and also the increasing desire of the hypebeasts for purchasing them, have a negative side: The high prices that these sneakers reach at present in the resale market. The result has been a huge increase of the original price in the resale market. Lidl launched the sneakers for 13 euros, and in eBay we can see some auctions where the price of these sneakers with the corporate Lidl colours reaches the amount of 1.000 or 2.000 euros. The prices climb up to amounts like these in some exaggerated cases, the majority of the sellers usually sell them for 300 euros, and that is the result of the fever of Hypebeast.
What is happening now with these Lidl sneakers is just another example of what it usually happens in the Hypebeast industry. Some fashion brands like Supreme, among others, usually launch their collections in a low supply knowing that the demand is very high, especially in the Hypebeast community. That is why the prices of these items usually reach higher prices in the resale market. Moreover, hypebeasts usually wait for long queues to get these items, and after posting a picture in their Instagram accounts they sell them in the resale market. But nobody expected that this would also happen to the fashion products launched by Lidl.
Low supply and high demand
In addition, this is not the first time that a common brand launches fashion items that make the Hypebeast community obsess with them. Other cases are the Ikea bag designed by Virgil Abloh, @virgilabloh, (Founder of Off-White and creative director of the masculine collections of Louis Vuitton) or the DHL cap designed by Vetements. However, these cases were about a collaboration between a common brand and a fashion brand or a fashion designer, so ‘they played with advantage’. That is probably one of the main reasons why Lidl sneakers is an amazing case, because they were not designed by any famous fashion designer or brand.
What is clear is that the Hypebeast is an influential community in the fashion industry. Moreover, the ‘box-logo’ has caused a devotion for those items in which the logo of the brand can be perfectly seen. The negative side of this revolution is the high prices that these items can reach in the resale market, making these normal sneakers a luxury fashion product.