There is something about ‘Julestjerne’
DART- Model (Driver Analysis/ Reading Trends
- You can get the most relevant information for the DIY research. The dart model gives us the opportunity to get all the information we want the most detailed.
- We used the Internet, because you can find many articles and visuals about DIY. The information from articles and visuals are also very detailed and gives us the information we need.
Maker culture-technology based extension of DIY culture
3D printers, scanners, drones, DIY electronics, The ”Kar kit”
Blo movement-using computers and software in the realm of genes
Massive trend- various possibilities and platforms
Freedom, control, budget, creativity
TV-shows, equipment stores
Investing without an intermediary
DIY ethic in consumption and production
Local business’ with sustainable DIY production/ produce
”Living room” Marketing
Performances arts, book authors, theatre companies
Social media platforms
Platforms for DIY learning
Opportunities for Diploma’s and Degree’s
Both paid and free options for study
Freedom of scheduling and subject choice
Practical & artsy
From the historical perspective we could say that DIY dates back to ancient times. In 2010 Italian archaeologist discovered a Greek temple that had detailed assembly instructions and is therefore being called ancient Ikea building . The term DIY as we know it today was made popular in the 1950s in England. The housing market situation was favorable for the middle-class people, who bought homes and then wanted to decorate and customize them with little investment and their own hands. When we take a look at today’s DIY projects, they are usually driven by another idea only than to create something that enhances your home or outfit. It is more about uniqueness and customization these days. When we look at Denmark for instance, there are DIY blogs with posts dating back to 2005 which are updated regularly since then, like Sostrene Grene. There are also shops like Tiger (Flying Tiger) which started selling cheap DIY tools and customization gadgets.
DIY ethic promotes the idea that anyone is capable of performing a variety of tasks rather than relying on paid specialists. Doing things by yourself gives consumers many benefits, for example; it’s cheaper, it’s easier and you can use your own creativity.
Nowadays it is easy to find information about DIY on the Internet. You can find many tutorials, books, articles, blogs and pictures on the Internet explaining how to make things yourself.
” We will provide for ourselves ”
Focused on independence
Sharing, exchanging ideas
Against mass production
When researching DIY from the industry viewpoint, there are some companies that follow the DIY trend. The case here is that DIY is not the exact word to call these trends. These companies promote their campaigns also using the DIY keyword, but what prevails is in fact customization and personalization options that they offer. The most iconic are probably the NikeID shoes that offer customization online, however the Adidas miAdidas initiative started at about the same time. In 2000 both companies offered customization online in their stores, which they continued developing and do it until now. In both cases it is mainly about the shoes and equipment. Gucci however offered customization for leather jackets In case of Gucci for example, they created a DIY customization campaign revolved about DIONYSUS leather bags, and in June they launched a new campaign involving customizable shoes, men’s apparel and unisex jackets. We can see the same trend in the Ralph Lauren brand which offers a personalization option in many products for their whole target group. DIY tags and searches are still popular on Pinterest and Youtube since the DIY trend boom which happened approximately 2 years ago.
We also did some research about Customization. Because of the fact that the collection of Hummel can’t be a real DIY collection, we thought about a customization collection. The only thing customers are capable of is: Choosing their favourite item and compare them the way they want it to.
What is customization?
Customization is modifying something according to a customer’s individual requirements. This means that a company let the customer choose their favourite this about an item they want. For example: The colours, the material and the forms.
NIKEiDOne brand who has a customized collection is Nike. NikeiD allows customers to customize Nike shoes for performance, fit and style. You can find all customizanle products on the special site called NIKEiD. It starts with that the customer can choose a model, then you can choose the material and colours.
The nice thing about the NIKEiD collection is that, even when you find out you do not like your own made shoe, you can return it no matter the reason. Which makes it extra attractive, because the customer has to make the shoe online. You can’t feel or see the shoe then in real life before it is made and sent to your home.
Adidas has also a collection called customize. They also offer a few shoes which you can customize the way you want. You can choose the material, colour and you can also add text if you want.
If you want to return your customized item, you can sent them back, but you can’t return them in the shops.
What we find out is that the brands make it possible for the customer to see all the benefits of customized products. Because of the fact that they can return their products no matter the reason, they got attracted. An other thing is that customers can choose their own material and colour, which means: if they don’t want leather for example, they can choose an other fabric. The brand do limit the customer to choose between chosen colours and materials per model. Every model has their own colour pallet and materials where you can choose from.
The marketing strategy of mi Adidas for their customized collection is social media. On their website you are capable to find several options of customized products. They show videos and photos of customized products. So you can see how some materials and colours look like in real life.
Mi Adidas started with tailormade shoes for top athletes. When the popularity for MC (Mass Customization) became more and more, Adidas started to introduce customization on a bigger scale.
On way which Adidas uses to make customized products more known and attractive, is using online videos from customers already owning a customized product. They can find it on YouTube and Adidias shows these videos on their facebook and other platforms. Customers can see examples and see how it will look like. They get the feeling that they can show something they made theirself, which makes is awesome.
The marketing strategy of Nike is similar to the strategy of Adidas. They use their platforms to show their products. One difference is, that you can’t find any videos or great pictures of examples of customized products like Adidas did. They do show standard selling shoes which have the same model as customized shoes, but sometimes the colour of these shoes can not even be chosen in the colour pallet of their customized shoes.
Nike did launched a billboard campaign in Times Square coinciding with the re-launche of the NIKEiD website. This campaign contains that customers where now capable to use their phone to make their customized product.
When Nike launched a brand new shoe specifically designed for hip hop dancers. This campaign was designed to promote both NIKEiD and the new shoe. It allowed users to customize their own Nike Air Troupe shoe and then to submit their design into a competition against other designers. Designs would go through rounds of voting until the best designs were chosen, and winners could win various prizes. The competition ended on April 16, 2009.