Latest / The Retail Podcast / Lidl’s Trolley Handbag, Greggs’ Wellness Pivot & eBay Buying Depop | 5 Things Friday

Transcript

Lidl’s Trolley Handbag, Greggs’ Wellness Pivot & eBay Buying Depop | 5 Things Friday · The Retail Podcast

• 0:00
  It's Friday, I'm in Germany at Euro shop.
• 0:04
  I'm on the magnificent ITAB stand.
• 0:07
  I'm joined by my wonderful Co host Simone.
• 0:10
  Welcome to Five Things Friday. Hello.
• 0:26
  How you doing, Simone? I'm good.
• 0:28
  How are you? You don't sound great.
• 0:30
  You look great. I've I've been here since last
• 0:35
  Friday in Dusseldorf at the conference and we've been
• 0:39
  recording 4 podcasts a day for five days so it's it's going to
• 0:46
  take its toll. So anyway, rather than me try
• 0:48
  and croak my way through this, I am over to you.
• 0:53
  OK, so Simone, what's top of mind?
• 0:55
  I can see a a handbag. Yeah, so as you can see on
• 0:59
  Marketing mentors Instagram, the most hilarious and genius thing
• 1:05
  bag dropped for London Fashion Week, the most unexpected Lidl.
• 1:11
  And as you can see, it's a little shopping trolley.
• 1:14
  I honestly, I love it so much. But Lidl have collaborated with
• 1:18
  Nick Bentl to create a handbag that is, as you can see, this
• 1:22
  little miniature. It's so funny, it literally
• 1:25
  looks like you could just pick up some hummus, but somehow it's
• 1:28
  ended up from Rutland. Fashion Week.
• 1:32
  Which is hilarious, but there was a lot of people were really
• 1:35
  raving about this bag and pretty highbrow people were wearing the
• 1:39
  bag as well. But apparently carrying a 3000
• 1:42
  LB bag isn't actually interesting anymore.
• 1:45
  And I, and I actually do think there's something to it.
• 1:48
  You know, I think lots of people are kind of stepping away from
• 1:51
  this, from this luxury and they're wanting something a bit
• 1:54
  more individual and a way to express themselves.
• 1:57
  This bag, I don't think the price has been released yet, but
• 2:00
  I know that Nick Bentles Designs can cost approximately £250.
• 2:05
  And I think last year Lidl actually had a croissant bag and
• 2:09
  I think that was on sale for about 50 lbs and then all
• 2:12
  proceeds were going to, it's going through a children's
• 2:15
  charity. But I do know that this bag has
• 2:18
  been on eBay for a few 100 lbs. So it's already people are, but
• 2:24
  for me, I was like, we are seeing this shift everywhere
• 2:27
  where the most culturally relevant brands aren't luxury,
• 2:33
  you know, they're mass. It's like Tesco, Greg's little,
• 2:36
  you know, it's the places you normally go in your most
• 2:39
  humbling state. Or I do anyway with like no
• 2:41
  makeup of my bloody pyjama bottoms on.
• 2:45
  But now we suddenly see those brands are the ones that showing
• 2:47
  up in fashion. And so I really, I really loved
• 2:51
  it. I thought it was really smart.
• 2:53
  It stopped me. It got people chatting.
• 2:55
  Yeah. Really fun collab.
• 2:58
  I I love it. It's genius.
• 3:01
  I think they're so good at these marketing moments, these moments
• 3:05
  in time. What the hell do you get a value
• 3:09
  grocer to be at London Fashion Week?
• 3:13
  It's incredible. OK, what's next?
• 3:15
  And what was next? And I guess this kind of ties in
• 3:18
  from what I was just saying, because moving on to that theme
• 3:21
  with it was Greg's and I'm actually late to the party with
• 3:24
  this. Regs have have launched it
• 3:27
  finally have have launched matches, which we know there's
• 3:30
  been a massive match hype of the past few years.
• 3:33
  And to launch it, they did this Pilates pop up.
• 3:37
  So it was like Wellness, but for the the sausage roll generation.
• 3:46
  But again, it was lots of people were speaking about it.
• 3:49
  I was actually reading about it on Reddit as well.
• 3:52
  Tickets were sold out. People were like, how can I get
• 3:54
  it? How can I get a ticket?
• 3:56
  And again, it's this explicit aim of bringing Wellness culture
• 4:00
  to the masses, but affordably, because we've spoken about this
• 4:05
  before, it seems that Wellness is, I guess has been the new
• 4:08
  luxury. So how do you then bring this to
• 4:11
  the masses? And so I really liked it.
• 4:13
  I really feel that Greg's is kind of democratising this
• 4:17
  aspirational lifestyle because Matcha is Wellness coded.
• 4:22
  It's can I say it's middle class coded?
• 4:24
  Yeah, maybe. And.
• 4:26
  Look, it's again like little. It's value, right?
• 4:31
  They wanted in the past to be the UK's canteen Together.
• 4:36
  We're focused on how do we get our food to be like, you know,
• 4:40
  school dinners that everyone around the country can do it.
• 4:44
  But as you said, really beautiful luxury and health,
• 4:49
  health is the new luxury. But how bold and brave to take
• 4:53
  your brand in this direction. I think again, Greg have done
• 4:57
  lots of great collaborations and I think it's another great
• 5:01
  example. Yeah, I I absolutely loved it.
• 5:04
  And I do love a Greg sausage Rolf, but yeah, I know it was
• 5:10
  really great. I think they they're really kind
• 5:12
  of doing what a lot of fashion brands struggle to do and that's
• 5:15
  making aspirational feel inclusive and and not exclusive.
• 5:19
  So really, really loved it. On to the next.
• 5:23
  Fantastic final one. Final one again, we didn't have
• 5:28
  our our podcast last week, so I feel like I'm a little bit late
• 5:32
  to the party with with this as well.
• 5:34
  It's it feels like old news now, but eBay obviously have bought
• 5:39
  Depop for a lovely 1.2 billion. This for me, it's not just about
• 5:44
  resale, it's clearly about cultural relevance because Gen Z
• 5:49
  is on vintage. They don't typically do eBay.
• 5:53
  They shop culture and I don't yeah, vintage really is that.
• 5:57
  Depop, however, isn't just a marketplace, it's very discovery
• 6:02
  LED. It's mobile native, it's
• 6:04
  incredibly culturally driven and I think sits somewhere between
• 6:09
  Instagram and TikTok and a bit of a sharpen.
• 6:12
  And that matters to Gen Z. You know, they want
• 6:15
  individuality, but they want sustainability and value and
• 6:19
  affordability as well. So yeah, I mean, my question is,
• 6:23
  is with this acquisition, can eBay become par with vintage?
• 6:29
  I'm not sure. I mean, I know that Depop, for
• 6:32
  example, 90% of their audience is under 34.
• 6:37
  So it'll be interesting to see what that if it brings to this.
• 6:40
  This is a long play because you know that the the student
• 6:45
  generation who left university, I don't know, two years ago,
• 6:50
  they're all on Depop, right? And as they get older, they have
• 6:54
  trust in that brand. And for me, again, this is
• 6:57
  thinking, how do we stay relevant over the next five
• 7:00
  years? I'm sorry, in the middle of the
• 7:01
  show floor we have live music on the next exhibition stand every
• 7:07
  hour. I hear it too much, I said.
• 7:10
  I can't actually hear it that much.
• 7:12
  Just a little bit. Oh, OK, super loud.
• 7:15
  But anyway, I, I think this is an investment into the shopper
• 7:19
  of tomorrow, Yeah. No, absolutely.
• 7:22
  Yeah. I'll, I'll be really intrigued
• 7:23
  to see how that pans out. But I agree, I think they're
• 7:27
  playing the long game and it's a very smart move.
• 7:29
  Well, thank you, Simone. As we come to the end, as I
• 7:32
  mentioned, I'm live in Euroshop in Dusseldorf on the ITAB stand.
• 7:37
  I'm gonna and then take the my my laptop and show you the
• 7:40
  immense size of this exhibition space.
• 7:43
  I'm upstairs in the canteen area, but let me show you how
• 7:47
  big this place is. Wow.
• 8:05
  So all of what you're seeing is is 1 stand.
• 8:09
  It's not like multiple stands, it's just one stand.
• 8:13
  So it's very impressive. And thank you to ITAB for
• 8:17
  hosting the retail podcast all week, which is great.
• 8:21
  Maybe next time you can come and join me so I don't lose my
• 8:24
  voice. Thank you so much.
• 8:31
  Thank you so much, Alex. Enjoy.