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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).
Page 1: InPrint Interprint news and trends
Page 5 and 6: TypE 1 | InPrint 23 | 5 Type 1: Ann
Page 7 and 8: Touching a Nerve | InPrint 23 | 7 T
Page 9 and 10: Type 3 | InPrint 23 | 9 Photos (4):
Page 11 and 12: Type 4 | InPrint 23 | 11 Type 4: Se
Page 13 and 14: Interview | InPrint 23 | 13 Dirk-Uw
Page 15 and 16: Type 6 | InPrint 23 | 15 Type 6: Ph
Page 17 and 18: The Coolness Factors | InPrint 23 |
Page 19 and 20: Electrifyingly Creative | InPrint 2

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