Collette Dinnigan stampede at Aldi
Aldi sees a shopping frenzy as customers rush to buy from the new low-cost Collette Dinnigan clothing range for girls. (Courtesy Seven News Melbourne)
PT1M8S 620 349- Autoplay OnOff
- Video feedback
- Video settings
The demand for Collette Dinnigan designs pitted mum against mum at Aldi on Wednesday with the launch of the Australian fashion icon's girls' clothing range for the German discount supermarket chain.
They were working in teams and just grabbing everything.
Elbows, hips, handbags and even tag teams were deployed amid the mayhem as shoppers jostled to grab a piece of the Young Hearts collection, which was all but sold out by lunchtime in some Aldi stores.
Mothers queued outside Aldi stores on Wednesday to get their hands on Collette Dinnigan's clothing range for girls. Photo: Rohan Thomson
However, don't despair, for a hefty premium parents can still ensure their little girls are ahead of the fashion pack this summer.
Dinnigan's designs are already for sale on eBay for almost twice the price. The special occasion party dresses, which were the most expensive items in the Young Hearts range with a $29.99 price tag, are for sale on the online site for $55.
Shopper Nicole Swift said her only regret was that she didn't get to her local Aldi store earlier to bag some of the more popular designs, like the swimwear and the towelling poncho.
Several items in the collection were keenly sought. Photo: Rohan Thomson
It's understood some bargain hunters queued outside Aldi stores before opening time to ensure they got first dibs on their favourite designs.
Aldi has been advertising the girls-only range on its website for weeks, giving Dinnigan fans and bargain hunters alike the chance to draw up a wishlist before the big day.
Ms Swift said some of the buyers' tactics were "feral" as shoppers jostled to secure a little piece of Australian fashion history.
Aldi announced the Collette Dinnigan Young Hearts collection last week. Photo: Supplied
"They were working in teams and just grabbing everything in an age range and pulling it out of its bag," Ms Swift said.
"There were only about 20 items left by 1.30pm.
"It looked to me like the women who were in there today weren't the typical Aldi shoppers, but then again I'm not sure who the typical Aldi shopper is."
Collette Dinnigan shut her own boutiques in 2013. Photo: Louie Douvis
Dinnigan has scaled back her fashion business in recent years and swapped the Paris fashion shows for a range of creative projects, including collaborations with major retailers, such as her Wild Hearts lingerie line for Target.
It is the first time that Aldi has worked with an Australian designer and market watchers suggest it's a smart way to attract new shoppers, many of whom may never have crossed the store threshold before.
And the lux values of the Dinnigan brand won't do Aldi any harm either, retail analysts say, even if the designs are dumped in bargain bins at the back of Aldi stores and not swinging on expensive hangers in a boutique setting.
Aldi approached Dinnigan about the collection and the German retail giant took care of the manufacturing of the 74-piece range, which included swimwear, dresses, sleepwear and separates in prints and vibrant colours for babies through to children's size 14.
Young Hearts was marketed as one of Aldi's twice weekly special buys.
Dinnigan said it proved you didn't have to pay the earth for good design.
48 comments so far
More comments
New user? Sign up
Make a comment
You are logged in as [Logout]
All information entered below may be published.
Thank you
Your comment has been submitted for approval.
Comments are moderated and are generally published if they are on-topic and not abusive.