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12 | <strong>InPrint</strong> 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 | <strong>InPrint</strong> 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
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