Oops … they've done it again!
It was December 2025 when the Strenesse brand finally traded Milan Fashion Week for the clearance bin at Lidl in Oer-Erkenschwick. Criticism from brand experts was not long in coming—they claimed this would spell the brand’s demise. The new brand owner, however, stated that attention is simply the most valuable commodity these days, and that there’s no problem competing at both KaDeWe and Lidl at the same time. To be fair, Strenesse had already been on its last legs since its second bankruptcy in 2019, and the new owner of the brand rights is simply more concerned with the payback period than with brand positioning—fair enough. So it’s only logical that the brand is now making a comeback at Lidl, but this time with reinforcements: Germany’s undisputed style icon, Jogi Löw, has also joined the lineup—and of course, he’s brought his blue “lucky sweater” along! It’s made of 100 percent cashmere and costs a mere 49.90 euros, even though the “regular” price is actually a whopping 150 euros. We won’t think twice about it, because with this sweater, victories over England and Argentina are practically guaranteed (just in case we’re appointed national team coach anytime soon). From a branding perspective, questions remain: How can we properly assess the potential of brands with high name recognition but zero market presence? When exactly does a once-strong brand become nothing more than a bargain bin item? And is Jogi Löw really the fashion role model for men over 50? What do you think?
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