InPrint - interprint

More documents

Recommendations

Info

8 | <strong>InPrint</strong> 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 | <strong>InPrint</strong> 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
Page 1 and 2: InPrint Interprint news and trends
Page 3 and 4: Content | InPrint 23 | 3 Content Th
Page 5 and 6: TypE 1 | InPrint 23 | 5 Type 1: Ann
Page 7: Touching a Nerve | InPrint 23 | 7 T
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

InPrint - interprint

Create successful ePaper yourself

Delete template?

Save as template?