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InPrint
Interprint news and trends · No. 23 · September 2008 · www.interprint.com
Young!
The Big Search
Touching a Nerve – but which One?
No longer so Middle-class and Corny
The Coolness Factors
Fast Forward –
Electrifyingly Creative

2 | InPrint 23 | EDITORIAL
Dear Readers,
“The young are ‘the forgotten ones' of the furniture industry and the
furniture supply industry.” With this provoking statement, Salvatore
Figliuzzi opened up a fascinating discussion in the last edition of
InPrint, which is still continuing today. The time seems ripe for a new
way of thinking, which incorporates the young generation as today’s
(or subsequent) consumers. As studies confirm: more than two thirds
of consumers have already found their favorite brands by the age of
17. And: the brand preference of young people is also well received
by “established” target groups. Therefore, other high-price industries
such as the fashion and electronics industries have long since included
young people in their communications.
Due to the enormous response, we have dedicated the InPrint Young!
special edition, now lying in front of you, to this subject. It is based
on the question: with what products and using which communication
channels can the furniture industry better reach young people? To
find the answers, Interprint commissioned the Münster University of
Applied Sciences to carry out a study. We are inviting you to share in
some of the very interesting findings. An advance summary: the target
group is anything but standardised. Be it pupil, apprentice or student,
boy or girl, 14 or 23 – all this makes more than a difference. Therefore,
as you leaf through InPrint, you will come across six young “types”,
who are representative of certain aspects in the market segment of
this generation. The characterization helps to make the target group
more understandable in its very different characteristics as well as
deducing communication strategies.
In addition, based on three successful youth brands, this magazine
shows how the target group can be won over with an address about
the aspects of lifestyle, design and brand. And finally, there is an
interview with Dirk Uwe Klaas, the managing director of the Verband
der deutschen Möbelindustrie (the head association of the German
furniture industry).
Why this commitment even though we are not especially present in
the consumer market as decor printers? Because decor influences
furniture and flooring trends. Because the appearance and quality
of surfaces can provide the young group of consumers with decisive
stimuli. And because this market segment offers our entire industry
a big potential. The stimulus for us is also the new Interprint design
philosophy “Fast Forward”, which is met with huge interest on the
market. It is presumably so successful because it does not just represent
a melodious concept of ideology. In fact, creative processes
for innovative decor, the discovery of new sources of inspiration and
the cross-industry cooperation with partners, media and universities
produces very practical answers to issues for the future. One of these
is how we, as decor printers, together with our customers, can reach
young people.
We hope you enjoy this stimulating read!
Yours,
Holger Dzeia

Content | InPrint 23 | 3
Content
The Big Search
Start Young: Brand preferences are developed early on
Touching a Nerve – but which One?
Results of a study by the Münster University of Applied
Sciences on the subject of “Youth Living”
“No longer so Middle-class and Corny”
Interview with Dirk-Uwe Klaas, chief executive of the
Verband der deutschen Möbelindustrie
The Coolness Factors
Lifestyle, Brand and Design make a brand desirable
Electrifyingly Creative
Salvatore Figliuzzi about the Interprint Design Philosophy
“Fast Forward”
Thanks
To the project group of the Münster
University of Applied Sciences
04
07 – 10
13 – 14
16 – 17
18 – 19
20
Strong Types!
Anna-Lena, Daniel, Sebastian, Melanie, Stephanie,
Philip: In this edition of InPrint, we
introduce 6 young types who are representative
of the target group of young adults. Meet
our 6 protagonists in their dream rooms! Attention:
Names and situations are imaginary.
The selection is not representative. This characterisation
by age, gender, education and
living situation is intended more to analyse
the relevant aspects in the market segment
of the young generation.
Imprint
Publisher: INTERPRINT GmbH
Westring 22 · 59759 Arnsberg · Germany
Telephone: +49 (0) 2932 - 950-0 · Telefax: +49 (0) 2932 - 950-109
info@interprint.de · www.interprint.com
Responsible for the contents: Elisabeth Zenker · Editor: Leo Bisping
Layout: Dassel-Design GmbH · Text contributions: Olivia C. Rost
We thank the following companies for the pictures they have
provided:
Bruehl, Bad Steben (P. 14), Corbin-Wohndesign, Landstuhl (P. 11),
die Collection, Buchen/Odenwald (P. 14), Fritz Hansen, Allerød
Dänemark (P. 15), Hülsta, Stadtlohn (P. 5, 11, 13, 14),
IKEA, Hofheim-Wallau (P. 6, 9, 12), Reisenthel, Gilching (P. 14),
Röhr-Bush, Rietberg (P. 5), Rolf Benz, Nagold (P. 11, 15),
sitzsack.de, Sonneberg (P. 6), Sonic Chair, Köln (P. 14).

4 | InPrint 23 | The Big Search
The Big Search
Being young is a full-time job. What is “hip” today might be well and truly annoying by
tomorrow. A mirror of these huge upheavals is the young person’s own bedroom. And even
if young people don’t have a lot of money of their own, brand awareness is keener between
the ages of 12 and 18 than it is in any other phase of a person’s life.
The cuddly bear on the bed. A poster of Timberland on the wall. The
model railway on the floor. A gallery of alcopop bottles on the shelf.
Adolescence: the most exciting and most difficult time in your life.
New realms of experience are unlocked. The search for a new, grownup
personality begins. You want to go forward but, all too often, you’re
not quite yourself. Your parents don’t understand anything – and that’s
a good thing!
The body is changing. Your preferences too. The older the young
person, the more important friends, cafes and cinemas become, while
your interest in family, sports and toys declines at the same speed.
The favorite pastimes of teens can be listed quickly: “just talking,
chatting” is preferred by 75 percent, followed by “going shopping”
(59 percent) and “hanging out outside” (51 percent)*. Recognition
within the group contradicts the desire for an individual identity.
No Admittance!
Nothing expresses the changing interests of this period better than
your own room. The more puberty advances, the more important this
private space becomes, as a study about youth living carried out by
the Münster University of Applied Sciences commissioned by Interprint
confirms. Quote from an interviewed 15-year old girl: “My room is
more an area where I am alone. Not every Tom, Dick and Harry should
gain access.” Only your closest friends have free access to where
you’re most important pieces of furniture, sofa, bed (for chilling) and
desk (for the computer) are. Those who still have their old children’s
furniture find it really embarrassing when someone visits.
The long-term loyalty: Furniture brands are discovered early on
It has been proven: somewhere around the age of 12, brand awareness
begins to form. It increases very sharply until the age of 17
before slowing down, until it is fixed at about the age of 22. When
the door to your first apartment opens, a person already has a “brand
career” spanning several years behind them. More than two thirds of
consumers have already found their favorite brands by the age of 17.
And this which manifests as a preference during this period is often
more long-lasting than first love.
For young people, brands play a central role as they provide a focus
to overcome everyday life, aid acceptance and integration into groups
of friends and stabilize self-awareness. This also applies for furniture
brands. Even when you don’t have much money of your own, teenagers
are already looking around attentively to find what furniture
appeals to them and have great influence over their parents. Furniture
and accessories appeal to the requirement for lifestyle, design and
brand strength – factors, which generally score points among young
people. As well as other popular brands, furniture brands help you to
discover your personal preferences. They form the style and are the
foundations for what you might like or reject in your own four walls as
an adult.
* According to the “Trend barometer 2007” in German youth magazine Bravo

TypE 1 | InPrint 23 | 5
Type 1: Anna-Lena, 15, Student
Photo: Hülsta
Creative answers to rapidly changing trends: the “mobiline trend”
range by furniture manufacturer Röhr-Bush can change its appearance
every day by putting inserts in glass panes or using furniture and wall
tattoos.
Photo: Hülsta
“I want to be able to change my furniture.”
Anna-Lena lives with her brother and her single mother. Her room is primarily a retreat
(“cocooning”) and a place to chill out and chat with her friends. Her idea: flexible, changeable
furniture, like a sofa bed, adjustable table and shelves. Design lines with round, soft forms,
pastel colours and combinable patterns appeal to her. She would like the chance to virtually
create her room and furniture.
Address through Lifestyle and Design
For the high school student, furniture is interesting when it is presented in connection with
her peers and conveys an atmosphere of friendship and fun. She likes to read youth magazines
and loves programmes like “Deutschland sucht den Superstar” and “Schloss Einstein”,
which is a fictional programme about boarding school. In this environment, advertising for
the target group of very young girls gains the largest publicity. On the net, it is the sites of
“My Space” and “schülerVz” that Anna-Lena likes to visit the most.
Likes:
riding, boys, cinema, going out
Doesn’t like:
little brother,
coaching, cauliflower
Media:
DSDS, Germany’s Next Topmodel, VIVA
Newspapers and web:
Sugar, Bravo Girl, ICQ, MySpace

6 | InPrint 23 | Type 2
Type 2: Daniel, 15, High School Student
“I need more space!”
15-year old Daniel lives with his parents and has relatively little space in his “digs”.
For him, furniture must be “practical and cool” above all. The high school student would
love a system, with which he could “splice together” various elements.
Photos (3): Inter IKEA Systems B.V.
Address through Design and Brand
Where does Daniel find his desired furniture and how does the furniture industry find Daniel? Best through the
internet, because as a computer freak, he would rather use the lively online tools, with which he can compile
his furniture parts. Other media are sports magazines and computer magazines, which present design ideas in
connection with technology and communicate the aspects “practically” and in a “space-saving” manner.
Likes:
Computer games, chatting, football
Doesn’t like:
French, homework, tidying up
Favorite programmes:
sports, action films
Newspaper and web:
Kicker, ICQ

Touching a Nerve | InPrint 23 | 7
Touching a Nerve – but which One?
Youth is not a status. It is more of a constantly evolving process. Optimal communication
is as different as the expectations of the target group. A study, commissioned by Interprint
by the Münster University of Applied Sciences, shows this.
Even with the definition of age, people start to falter: does youth
begin at 12 or 14? Does it end at 20, 23 or 25? What do a 16-year old
apprentice and a 23-year old student have in common? Presumably
very little. The “young people” as a homogeneous group does
not exist. However, there are sections of youth reality which have
significance. In cooperation with the Münster University of Applied
Sciences, Interprint carried out a characterisation of young people in
accordance with gender; age and educational situation (see the six
“types” in this edition of InPrint).
Salvatore Figliuzzi, manager of repro/decor development at Interprint
Germany says, “The living circumstances of these six characters
are as different as their expectations on living. However, there are
similarities, from which solutions for products and their communication
can be deduced.”
Because I am a Girl
Perhaps the most important criterion is gender. Not only are girls more
advanced than boys in their development, they also (no wonder) put
considerably more significance on the design of their room or their
first apartment. Girls, in turn, are not all the same girls. The 18-year
old apprentice Melanie wants to represent herself with her first furniture;
21-year old student Stephanie wants to distance herself. Even
with boys, the following applies: anyone who lives with their parents
as a school pupil has different demands on the design of their room
than the studying son of well-heeled parents.

8 | InPrint 23 | Touching a Nerve
The Common Denominator: Individuality and Flexibility
With all six types of youths, the desire for individuality, mobility and
flexibility are very distinct. Young people rarely want to have readymade
range put in front of them. Much more, they want to act out their
own style or even create one. A dream room made up of elements of
various ranges, in which personal “cult pieces” set the focus, would
be the ideal solution for most young people. The internet provides
countless opportunities to design your own products (shoe design
at “NIKE” or “Converse”, online rooms at “Praktiker”). It is almost a
prerequisite that you can put together your own room virtually with the
furniture and accessories ranges of the furniture manufacturer.
Modular Systems and Furniture Subscriptions
What type of furniture do young people want? For example, it should
be light, flexible, mobile and changeable. The big plus point is given
to a modular system with flexible surfaces. With different decorative
surfaces and other exchangeable elements, shelving elements, table
panels and cabinet fronts could get a new outfit very easily. Salvatore
Figliuzzi says, “When the idea is considered further, a “furniture subscription”
would offer many advantages as the design could grow with
the young people and satisfy the quick-changing trends. Above all, it
would help to save money.” The advantage for the furniture manufacturer:
an early and long-term connection to the brand.
What is important to young people
% 70
60
50
40
30
20
10
0
Age 12-13 Age 14-15 Age 16-17 Age 18
friends
school/career
parents/family
money/possessions
sports
animals
Friends are the most
important thing in life
for all young people.
Parents increasingly lose
their importance. Finishing
school and choosing a
career become the central
themes – just like money,
which you never have
enough of.
How you see yourself – and how you’d like to be
Reliable,
honest
intelligent
normal
chaotic
dreamy
modest
reserved,
shy
59 47
selfconfident
40 61
43 23
successful
34 58
43 33
cool
14 55
36 cute, 25
13
good looking
51
34
sophisticated, 28
15 clever
48
31 16
exciting, sexy
15 44
30 superior, 18
better than others
13 39
I am
I would like to be
The study “Bravo Faktor
Jugend 7” from 2004 shows
how young people see themselves
and how they want to
be. Accordingly, there is a
gaping hole between desire
and reality: For example,
more than half of those asked
would love to be “cool”,
but only a third see themselves
in this way. There is a
similar ration when it comes
to appearance: only 25 percent
of young people see
themselves as good looking
while more than twice this
number would like to be.
28 percent of the young interviewees
see themselves as
“sophisticated, clever”, but
48 percent would like to be.
In comparison, 59 percent
see themselves as reliable
and honest while just 40 percent
want to be this way.

Type 3 | InPrint 23 | 9
Photos (4): Inter IKEA Systems B.V.
Type 3: Melanie, 18, Dental Assistant Apprentice
“Chilling is the best!”
Melanie lives with her boyfriend. She likes furniture that can be
individualised, for example with layers and changeable surfaces.
The apartment must be both cozy (retreat for her and her boyfriend)
and chic (meeting place with friends). A design line with
matching elements is important to her. She is happy to sacrifice
part of her salary for nice furniture.
Address through Design and Lifestyle
Melanie likes it when media conveys a lifestyle atmosphere: being
happy with friends, having fun, throwing parties. Her “house
media” are women’s magazines and TV programmes like “Das
perfekte Promi Dinner”, Germany’s version of “Come Dine with
me” and “Germany’s Next Topmodel”. As she is interested in the
topic of living, she also likes the smart design shows. On the
internet, Melanie is interested in cosmetic and health sites, which
also represent a suitable presentation area for living spaces.
Likes:
nail studio, fitness studio,
solarium, shopping, chilling
Doesn’t like:
housework, clearing up after
her boyfriend, football
Favourite programme:
GNT, GZSZ, Verbotene Liebe
Newspaper and web:
Chica, Jolie, Joy, Lokalisten.de

10 | InPrint 23 | Touching a Nerve
Brand as Friend or Brand as Rebel?
The study also produced another similarity: who produces role models,
for example groups of friends and cliques in certain worlds is
hitting the nerves of young people. You go through life together. The
brand is a reliable friend. For these scenes, furniture offers the ideal
background for the action. The sofa to cuddle up on, the kitchenette
for communal cooking, the “debating” table, the dolled-up bathroom:
furniture is brought to life and emotionally charged. Its stages are
websites, catalogues, advertisements and cinema and TV sports.
Anyone who positioned their products in “Deutschland sucht den
Superstar” or “Germany’s Next Topmodel” or uses the commercial
breaks for their message will immediately have a captive audience of
millions. The success of these programs is also based on the fact that
the young people sympathise or join in the enjoyment.
At the same time, young consumers question old-fashioned products.
However, even differentiation requires identification. Brands which
want to rise above the mainstream, must find a certain number of
“rebels” first of all, who wear this image in the world and make wearing
it or using it successful. Differentiation only works if young people do
not drift into isolation.
Salvatore Figliuzzi says, “The results of the study show the high significance
of creativity, mobility and design to develop a young person’s
own style. For Interprint, there is another challenge in promoting the
claim to the design philosophy ‘Fast Forward’ with even more force:
we want to look forward creatively as a ‘trendsetter’ and be the first to
professionally implement decor ideas on the market.”
Summary
Anyone who wants to be successful as a furniture brand in the youth market:
Shows flexibility and choices in their product range,
Connects the theme of design with the attitude towards life of young people,
Offers them identification choices (“emotional home”) as well as chances
to differentiate from the mainstream,
Ensures lively communication in “youth media”.

Type 4 | InPrint 23 | 11
Type 4: Sebastian, 17, Apprentice
Photo: Hülsta
Photo: Hülsta
“Furniture doesn’t have to cost a lot.”
Sport and technology are the biggest weaknesses of Sebastian, which his furniture should also reflect.
The 17-year old lives with his mother and is doing an apprenticeship to become a vehicle mechatronics
technician. His furniture must be cheap, multi-functional, cool, angular and not too comfy! He has fun with
“cult details”, like old car seats as armchairs.
Address through Lifestyle, Technology, Brand
As Sebastian has to count his money and think practically, he reacts positively to multi-functionalism and
design. He likes the internet less than car and sports journals, car programmes like “pimp my ride” and
the radio, which he listens to in the garage all day long. Advertisements, spots, product placement and PR
reports reach him if they are charged with technology, action and masculinity. Sebastian could be interested
in sample rooms at car exhibitions, like a chilling corner.
Likes:
BBQs, beer, girls,
football, bongs, tuning
Doesn’t like:
pop songs, vocational school,
Sunday drivers
Favourite programmes:
Auto Motor Sport, D-Max
Newspaper and web:
Auto-Bild, no internet

12 | InPrint 23 | Type 5
Type 5: Stephanie, 21, Trainee Teacher
“The main thing is naturalness!”
Address through Lifestyle
Friendly, cozy shared accommodation atmosphere, nice evenings,
Stephanie lives in a shared accommodation and is single. She prefers
spending time with friends, communal cooking, natural surrounding:
simple design with multi-functional furniture, supplemented by individual
pieces (preferably antique). Cult brands enjoy more kudos than
anyone who conveys these lifestyles will reach Stephanie. Her media
are the internet (studiVz, Facebook, MySpace), daily newspapers,
the current, established brands. She spends a lot of time with friends in
living magazines, health and women’s magazines. She only appreciates
television advertising between series and talk shows if they are
the large breakfast kitchen. For her, design must be cozy, natural and
individual.
funny and stylish.
Photos (4): Inter IKEA Systems B.V.
Likes:
Vegetarian food,
children, parties, 1Live
Doesn’t like:
Rock ’n Roll, Punk, spiders, smokers
Favourite programmes:
Talk shows, Auf und Davon,
Das perfekte Dinner
Web:
Meetic, Neu.de, 1Live Liebesalarm

Interview | InPrint 23 | 13
Dirk-Uwe Klaas,
chief executive of the Verband
der deutschen Möbelindustrie
“No longer so Middle-Class and Corny”
The furniture manufacturer is increasingly opening up its range to the younger generations.
Nevertheless, there is still a lot to do when it comes to communication, thinks Dirk-
Uwe Klaas, chief executive of the Verband der deutschen Möbelindustrie.
Mr. Klaas, do you think the furniture industry gives the target
group of young people enough attention?
Yes and no. Yes, when I think about the versatile range of our manufacturers.
No, if I consider the address. There are hardly any business
enterprises that focus on young
people when it comes to marketing
and advertising. In addition,
there is the phenomenon of habit
or moulding, which is why some
products simply do not reach certain
target groups. Anyone who
went along to IKEA as a child
will continue to go as a young
adult. Other furniture houses can
make much better products but
are overlooked.
Above all, you should not forget:
in the first instance, parents give
the target group of “young people”
the necessary attention. Parents
tend to furnish the children’s
bedrooms and much furniture is
taken with them into the young
person’s bedroom. In a second
wave of purchasing, young people
are then allowed to help decide which items of furniture they like best.
When young people rent their first apartments or a room in shared
accommodation, they are already moulded.
Can you see a range expansion among manufacturers and suppliers
– in the direction of “youth living”?
Yes. Many renowned branded manufacturers have created new ranges
for young living. All in all, the range is no longer as middle-class and
corny as it was before and therefore it is really well suited for young
people. So-called cross cooperations are also successful, for example,
when the upholstered furniture manufacturer Steinhoff coop-
erates with Esprit or the cabinet maker Nolte with Joop!. As a result,
lifestyles, which the consumer already recognises from fashion, are
taken over into furniture. This clearly appeals to first-time buyers as it
provides an aid to decision making and safety.
Do you think that the expectations of the young generation
towards interior design have changed in the past few years?
In all age classes of society, design has become more important. The
many design programmes show the huge interest in a beautiful apartment
and beautiful furniture. In addition, there is a new social trend:
the subject of sustainability is becoming more and more important
to people. What is already present in the food industry with organic
products will come to all industries. Today, people ask about the responsibility.
Tomorrow, it will be in the conscience of the generations.
Consumers will ask about the energy efficiency in the manufacturing
of furniture, about the lifespan, the recyclability of materials,
Photo: Hülsta

14 | InPrint 23 | Interview
the eco-balance and the origin. Illegal tropical
wood will no longer have a chance. On the other
hand, there are good prospects for material innovations,
separable materials and long-lasting
furniture.
What could manufacturers and traders improve in their
communication when addressing young people?
Addressing and inspiring them in their media. i.e. in student newspapers,
uni papers, on the internet. Maybe in Turkish or Russian and
maybe, in terms of the trade, with more young lifestyles, which invite
people to copy. With stylish living ideas, with multi-functional furniture,
with honest prices.
In your opinion, what influence do the design preferences of the
young have on the taste of older generations?
This is a complex theme. Many supposedly new
designs are already boring for the older generation
when they deal with retrospective
trends. “Old wine in new skins” as it was.
However, irrespective of the design, we have
the impression that the younger generations
redecorate more often than the older generations.
With the catchphrase of sustainability, our
ancestors did the right thing with their unbelievably
sustainable furniture. Older people are rarely inspired by individual
pieces of cult furniture. When there were really new design preferences
by the young generations, the older generations would observe
this. It means that one or two flat screen televisions can already
be found in pensioners' houses. And living in an old people’s shared
accommodation is also possible. You have to look at both sides.
What are the current trends in “youth living”?
As already discussed, versatility is the trend. It is not possible to mention
a bestseller, as the desire to have something individual counteracts
a standardised look. Anything is possible, even in youth living.

Type 6 | InPrint 23 | 15
Type 6: Phillip, 23, Law Student
“I only buy branded items.”
Phillip lives alone in an apartment his parents own. The law student has his
penchant for prestige features openly on view. This also applies for design,
where he uses brand identity to express his social standing. As Phillip does
not have to pay much attention to money, high-quality, coordinated designer
living solutions are a consideration for him. He is especially receptive to the
connection of multimedia and furniture, for example a flat screen television
that can be concealed at the end of the bed. Design must be high-quality
for him with rather stark-severe forms.
Address through Brand and Design
The “Phillip target group” can be achieved through the topics of quality,
functionality and brand. First-choice communication channels are specialist
journals from the respective field of study and lifestyle magazines with a
language addressing luxury, the elite, profile, money and value. For this
target group, cooperation with multimedia companies or the entertainment
industry could also be attempted.
Photo: Hülsta
Likes:
fencing, sailing,
driving his BMW, relationships, House
Doesn’t like:
the Green Party, unemployed persons,
no-name products
Favourite programme:
boxing, Formula 1, nTV
Newspaper and web:
GQ, Vanity Fair, Skype, Facebook,
ElitePartner

16 | InPrint 23 | The Coolness Factors
The Coolness Factors
Casual, cheeky, individual: for young people, a brand is desirable if it appeals to their own
attitude towards life. Design and a strong brand image are two more factors for success.
The brands Converse, babe Young Care and Sony Ericsson show how you can perfectly
communicate these three properties.
The moment that brought the shoe brand Converse into the race was
exactly 100 years ago. In 1908, the company was founded in Massachusetts,
USA and produced the basketball shoe “Chuck Taylor All
Star” just a little bit later. With over 600 million pairs sold, it is the most
successful foot cladding in fashion history, even through the smell of
sweat and a waddling gait are inextricably connected with it.
In the 1950s, the “Chuck” was already the everyday shoe of the
American youth, and the following generations of hippies, punks and
skaters were also happy to follow in their footsteps. The fact that the
canvas shoe with the star became world-famous has less to do with
its quality and more to do with its easy-going, rebellious image. This
was consistently looked after when Converse bottomed out at the end
of the 1990s and was taken over by Nike. The strategy focuses on lifestyle,
design and brand strength and comes out in the outerwear and
accessories in the same way as in its shoes. Converse communicates
using billboard advertising, TV spots and its online presence, which
makes virtual shoe design possible. The core of the target group are
young people aged between 14 and 23 but older and younger alike
also like to wear these shoes.
Celebrating the sense of us: babe Young Care
As far back as the 1960s, mothers relied on the pink metal pot by
the babe brand. Originally, the cream by Johnson & Johnson was
developed especially for infants. In the 1980s, the first products for
adolescent skin appeared. Babe Young Care recommended itself as
simple care at a reasonable price. Young, optimistic, cheeky – it hits
the attitude towards life of the target group perfectly, even today. 97
percent of German women aged between 14 and 29 know the brand.
It is number 1 among 11 to 16 year olds and number 2 among 17 to
24 year olds.
Babe Young Care is so well received because the brand acts as a
friend to the female consumers. A main component of the communication
is the “babe shared accommodation”. Four girls live together,
have fun, share their problems and celebrate the sense of unity of
being friends. And of course, they take care of their skin using babe
products. The shared accommodation newsletter, comics, games and
a relaxing magazine with daily updated tips provide the viewer with
the feeling of sharing in the life of these girls. A clever media mix (TV,
internet, print, advertorials, mobile marketing, consumer promotion,
PR) make sure that no one ever misses the launch of a new product.

The Coolness Factors | InPrint 23 | 17
Falling on open ears: Sony Ericsson
It is not exactly evidence of modesty when Sony Ericsson stated
its aim of wanting to become the most attractive and most
innovative global brand in the mobile communication industry.
However, it is not unrealistic as the company focuses on an
essential component of youth culture: music. The image of the
“bobbing” boy, who would otherwise flat out refuse to dance, is
mainly due to the Walkman mobile of the company.
“Mobile Music” is Sony Ericsson‘s strategy for the target group
of music enthusiasts and technically-minded young people. The
communication runs mainly through TV, sports events and the
internet. The cooperation with German TV channel Pro7 is especially
high-profile together with the company’s sponsoring of
“Deutschland sucht den Superstar 2008” (Germany’s version of
“Pop Idol”). The website offers a number of service tools and a
high-quality range of products for technophiles (“Cyber Shot”
camera phones, “Storyteller slide show”). The logo is integrated
into slogans with a high-level of brand recognition.
The Consumer
Culture Effect
These three factors make brands
successful:
1. Lifestyle
Many products are bought by young people
in order to be with the “in” crowd. Identification
takes place through the attitude to life that
the brand expresses. Accordingly, the flair of the
product is the central element of the communication.
Lifestyle is a core value of the appeal. The
shoes, the skin care, the mobile (the sofa,
the cupboard ...) are an expression of your own
personality and a chance to “stage manage”
yourself.
2. Brand
Brand is a fundamental criterion in the
decision to purchase if it is recognized.
Brand awareness is supported by
interesting communication.
Brands provide security, are a “trusted
companion.”
3. Design
Young design is a distinguishing feature in
comparison to other age groups and
social groups.
It is a supporting element of the factors of
lifestyle and status.
Design is an expression of individuality.
Design is an important element that must
adapt to the other factors. Using design, an
object becomes “cool” and an expression of your
individuality.

18 | InPrint 23 | Electrifyingly Creative
By Salvatore Figliuzzi,
Manager of Repro/Decor
Development at Interprint
Deutschland
Electrifyingly Creative
A look ahead, a trend further: Interprint hits the bull’s eye with many of its customers with
its new design philosophy “Fast Forward”. Using a creative design and marketing concept,
the image of surfaces is improved, not just with the young generation.
The Interprint design philosophy “Fast Forward” is just a few months
old and already strongly represented on the market. It gives us, as
decor printers, the opportunity to give the product of derived timber
products a new value and to appeal to a young target group. How?
Through creativity, emotion and passion.
“Fast Forward” captures a new perspective for surfaces. The task of
the Interprint designer is to develop decors which surprise and inspire.
To do this, we approach the forms, structures and textures
which surround us on a day-to-day basis in more detail and put them
in new contexts. Go closer! is a motto which has got around because
it stands for unusual and creative design. For decors which really earn
the attribute “innovative”.
“Fast Forward” also means being a step faster and further in front than
the others. Putting the young target group in the spotlight is a part of
this. As the study on “youth living” commissioned by Interprint shows,
young people are very brand-conscious very early on. They are really
well informed about trendy colours and shapes. They are open to the
orientation that brands give them – even furniture brands.
Good design is not down to chance. It is based on structured development
steps which explore the people, for which the design is meant.
A significant factor of our concept is new channels of communication,
for example using a “marketing / invest pool”. With other partners in
the value added chain, the presence of our industry can be developed
in “young media” which are quite decisively responsible for the brand
preferences of young people. The influence of the internet cannot be
rated highly enough. It provides them with opportunities to create their
own products or to vary them and to get to know lifestyles and people,
with whom they can identify and who they imitate. As well as the
“classic” presentation forms, the web provides new platforms. One of
these is “viral marketing” on blogs and portals, with which a modern
form of mouth-to-mouth propaganda is practiced.
In order to combine competences, another path leads through cobranding,
which brings in the established youth brands to provide an
advance of attention with their names. A win-win strategy, with which
the youth brands expand their products and themes and the furniture
companies are able to bring their brand closer to the target group.
With “Fast Forward”, we have taken on a new subject field. We are
pleased that our customers are accepting the range with enthusiasm.
The design philosophy does not just provide our decors with an intense
external effect. It also provides the entire surface design and
furniture construction with this. In the meantime, our design competence
is consulting our customers in the design of processes which go
beyond the selection of decor. Analysing, defining and focussing on
reaching new target groups – this makes “Fast Forward” so successful
throughout the entire industry.

Electrifyingly Creative | InPrint 23 | 19
GO CLOSER!
STRUCTURES
ARE
EVERYWHERE!

20 | InPrint 22 | THanks!
Thanks!
Our thanks go to the students of the Department of Economy / International
Marketing at the Münster University of Applied Sciences.
In the form of an extensive study, they have compiled the findings
which form the basis of the articles in this edition of InPrint: Vanessa
Beck, Verena Butke, Angelique Cau, Anouck Duriez, Julia Engbersen,
Marlene Hosszú, Lisette Laetsch, Celia Lange, Kibariye Sambur, Felix
Schlösser, Johanna Vennemeier, Peter Vorholt, Nina Wittkamp, supervised
by Prof. Dr. Thomas Baaken and Volker Hölscher.
The project group of the Münster University of Applied Sciences,
Department of Economy / International Marketing with Prof. Dr.
Thomas Baaken (2nd from right) and Volker Hölscher (left)
Presentation of the study in the Interprint Design Centre
Arnsberg, Germany · Pittsfield, MA, USA · Nilai, Malaysia · Ozorków, Poland · Affi, Italy · Moscow, Egorievsk, Russia · Shanghai, Changzhou, China