Collette Dinnigan has celebrated the scalping of her designs for Aldi online, claiming it just proves the designs are great value, even at twice the price.
Ms Dinnigan was ecstatic about the sell-out success of her Young Hearts collection for Aldi, which had mums battling up the back of the discount supermarket to get their hands on hot pink party dresses and polka dot swim suits for their little girls.
The designs from the 74-piece collection for girls sold out in a matter of hours in many near-city stores on Wednesday and appeared on eBay and Gumtree at close to twice the price within hours.
It’s understood the collection sold much faster than Aldi anticipated making it very likely the German discount supermarket will pursue similar collaborations in the future.
“What that shows is what great value the designs are,” Ms Dinnigan says.
“Even at double the price it’s still good value.”
Aldi was busy on Thursday redistributing the small quantity of unsold stock to the busy near-city Aldi stores, giving a handful of lucky girls a second chance to own their own little bit of Dinnigan.
The collection featuring frocks, pyjamas, shorts, tees and swimwear for girls was marketed as one of Aldi’s twice-weekly ‘Special Buys’ and priced between $11.99 and $29.99.
In addition to bringing a whole new cohort of customers into Aldi stores, the designer promotion has blurred the lines between supermarkets and discount department stores and opened a brave new front in the store wars.
Retail Doctor Group’s Brian Walker said Young Hearts positioned both Aldi and Collette Dinnigan in demographic segments that neither of them would usually play in.
“Here’s a supermarket working with an aspirational brand and making part of their shopping experience aspirational,” Mr Walker said.
He said Australian supermarkets had never done this before, preferring to focus on no frills, best price and convenience to keep the customers moving through the turnstyles.
“I think this is one of the most brilliant tactical promotional activities that I have seen in the past few years and this is why Aldi is such a disrupter in retail,” Mr Walker said.
“Coles and Woolworths will be looking at this and shaking their heads with worry.”
And he said Collette Dinnigan’s “flirtation” with mass market wouldn’t do her brand any harm either.
He said the frock scalping was just an example of opportunism in a digital age and while Aldi did take steps to limit the on-selling of its stock, it didn’t do any damage to their best price profile.
“At the end of the day retailers, ideally want to capture the whole sale in their own business,” Mr Walker said.
But he said many accepted it was part of the retail landscape now and inevitable with a limited edition line.
Telstyte tech analyst Steven Nobel said retailers had mixed emotions about the role of sites like eBay and Gumtree.
But for Aldi, which operates in the value space, he said having stock for sale at twice the price on ebay reinforced its ownership of lowest price.