It’s a new phenomenon characterizing the world of fashion retail that could have interesting developments in the future: discount brands are becoming part of the fashion universe with their very own lines of apparel (which is nothing new). What is new is that they are focusing above all on creating a commercial image that up until now was considered the exclusive territory of luxury. An example of this, in fact, is the German chain of discount supermarkets, Lidl, which this past November in Brussels, opened a pop-up store to present its line of products dedicated to skiing in a preview, and it did so in the ex-Marc Jacobs store in rue Antoine Dansaert. The skiing line was then subsequently presented also in the store’s supermarkets. Already in September, however, Lidl had already opened a temporary store for its Esmara line of clothing in Hamburg, in the Wall Neue, one of the most prestigious business areas of the city, right next to the big designer labels in luxury.