CATALOGUECASESTUDYIKEA’SCATALOGUE

GROUP 6CHAN CHUNG YAN (JOYCE)CHONG KA MAN (CONSTANCE)LAU HIU SHAN (ALISON)LIU LIYANG (LINA)NG CHUNG YUEN (RAYMOND)SEE WING KI (KIKI)TSIN LOK HANG (ESTHER)WONG CHING KIU (CHLOE)

Goals of the presentation :

This case study intended to figure out what should a good catalogue be.

By referring to IKEA’s catalogue, the changes in promoting trend,marketing method through catalogue, social and cultural impact can be

observed.

CATALOGUECASESTUDYIKEA’SCATALOGUE

INDEX

1. Definition and Research problem (Raymond)

2. Introduction of catalog and IKEA (Raymond)

3. Catalogue changes (from 1951 - 2015) (Alison, Chloe, Kiki)

4. Catalogue importance to IKEA (IKEA marketing method) (Esther, Joyce)

5. Branding -social influence (IKEA style), cultural impact (Lina, Constance)

Oxford dictionary:A publication containing details of items for sale, especially one produced

by a mail-order companyA list of works of art in an exhibition or collection, with detailed comments

and explanations (When treat it in an artistic aspect)

To consumer:Distinctive superiority comparing with others

Image of the brand

DEFINITION OF CATALOGUE

Introduction of the furniture catalogueFrom a post

“25 Modern Furniture Catalogue & Brochure Designs” by Yesta Desamba

“Furniture Company will make the most of larger-sized catalogs to contribute design concepts, as well as materials, color swatches, or finishes to assist

customers option for a design they like.”

RESEARCHPROBLEM

How the change of IKEA’s catalog lead to the success of the company such as attracting customer

(With various styles and functions)

Approaches: Changes from past until todayVarious artist elements

How effective by the use of catalogue in promotion?What impact does it cause to the society?

REASONS FORCHOOSING IKEA’S CATALOGUE

Well-known brand with long history (60 years)

Successful in promoting products

The most widely distributed commercial publication in the world

Provides home furnishing hints and inspirational ideas for all styles of interior decoration

CONCEPT OF IKEA

The largest furniture retailer in the worldProviding a range of home furnishing products that are affordable to the

many people, not just the few Spreading ways

Through its worldwide storesIKEA catalog

Web and apps

MORE ABOUTIKEA’S CATALOGUE

AIMS:

Build the IKEA brand -

Stimulate people’s interest in life at home -

Inspire readers -

Reach the customers -

( 38 different editions, in 17 languages for 28 countries)

Since 1951

By shop, post and smartphone (2013)

175 million copies worldwide annually

Consuming 70% of the company's annual marketing budget (2010)

Here are some revealing stats and facts about catalogs that might

spur a marketing campaign or catalog mailing for your business:

● Women open up and look at a higher percentage of catalogs

than men.

● Men buy from catalogs more frequently than women (44%

more than six times a year, compared with only 36% of

female catalog shoppers).

CHANGESINIKEA’SCATALOGUES

1950sGraphical, Landscape, Modernism

COVER

1960sUse photo, scenario displays

COVER

1970sLandscape to square to portrait, men figure

COVER

1980sDesign custom developed, big ‘IKEA’ logo on the top

Scenario photograph as backgroundFrequent change of font and style

COVER

1990sA shift in the use of colours

COVER

2000sSteady design shaped

With titles, sentences, prices

COVER

2010s

Identity: ModernismThe idea of ordinary home

Unity / Harmony Accessible

aimed to transform society

through technology and design.

Its humanistic principles were

derived from the 19th-century

Arts and Crafts movement in

Britain, led by William Morris.

His attempt to bridge the gap

between art and industry

Read more: http://www.smh.com.au/entertainment/art-and-design/the-ikea-revolution-20100914-159qm.html#ixzz3KdYEkYcs

COVER

CATEGORYCLASSIFICATION

① Divide by Parts of a home

Living roomBedroom

KitchenBathroom

② Divide by Products

SofaChairDeskBed

LAYOUT

1951

1953

CONTENTSImages (photos & illustrations)

Blocks of textno regular layout

PRODUCTSindependent displays

later have scenario display

DECORATIONSillustrations

typographic decoration (fonts)

*FUNCTION

INFORMATIVE

Black & whiteInformative

(product details ＆ instruction of installation)

1954

EARLY 1950s

LAYOUT

1955

1957

1964

1967

CONTENTStext and photos

strictly separatedsimple layout

PRODUCTSmainly scenario displays

occupy most of the space

DECORATIONS no illustrations

no typographic decoration

*STYLE

neat & simple

*FUNCTION

Informativeshow arranging an area with IKEA’s products

real life experience

LATE 1950s - 1960s

LAYOUT 1970s-1980s

1971 1982

1984

REMAINED SIMILAR

CUSTOM LAYOUTone block of texts placed in a corner

*EFFECTS

BRIEF INFORMATIONAN INTERIOR DESIGN WITH IKEA’S PRODUCTs

1973

LAYOUT

1993

2000

2007

CONTENTSblocks of texts mingle with the photo

PRICES

PRODUCTSscenario displays

*STYLE

neat & simple

*EFFECTS

GIVE BRIEF INFORMATIONVISUALIZED, EASY TO READ

AN INTERIOR DESIGN CAN BE OWNEDAFFORDABLE

FROM 1990s

LAYOUT CONCLUSION

EARLY 1950s DISPLAYS OF INDEPENDENT PRODUCTS

INFORMATIVEMORE DECORATIVE

LATE 1950s - 1980sDISPLAYS OF INTERIOR DESIGN

WITH IKEA’S PRODUCTSNO DECORATION, MINIMALISM

FROM 1990STEXTS MINGLES WITH PHOTOS

BRIEF INFORMATIONPRICES

* FUNCTIONAL AS A CATALOGBRIEF INFORMATIONVISUALIZED

* COMMERCIAL SUCCESSAN AFFORDABLE INTERIOR DESIGNLIFE STYLE

IMAGES

COMPUTER-GENERATED IMAGERY

2005 Began experimenting with computer-generated imagery

Now 75% of product images are fully computer-generated

COLOUR

OLDMAIN COLOURS

Background Sharp Colours

Words Black, Dark Grey

COLOUR

NEWMAIN COLOURS

Background White, Light Grey

Words Dark Grey

Yellow, Blue (Signature Colours)

COLOUR

DIVIDED BY COLOURS / COLOUR-THEMED

ScenariosProducts

TYPOGRAPHY

2009 - 2010Futura to Verdana

Bold Titles

Large & Bold Prices

STYLE

Minimalism

Simple, Neat

Modern Home

EFFECTIVENESS

Match with IKEA’s concept/ vision

Emphasizes prices:Affordable price, Main attraction

Simple, neat design:Match with the product design

Well-design:Products & Image → Catalogue

Impact of the catalogue

Scenarios:Encourage customers to buy everything for their home

from IKEA

People, models in scenarios:Show realistic examples of IKEA styled home

IKEA’SMARKETING METHOD

Advertising and promotion is dominated by the catalogueWith 70% of the annual marketing budget

Commit the aims of IKEA catalogue :Spread around the world and create relationships

with IKEA customersFINAL GOALS : INCREASING NUMBER OF CUSTOMERS & PROFIT

Successful

CATALOGUEMARKETING

1. Distribution of Catalogue - e.g. Shopping mall

2. Eye shopping- Convenience shopping

experience - Would like to get one even not buying

Effectiveness of a catalogue in terms of marketing

2008 2009 2010 2011 2012

21.5

21.8

23.5

25.8

27.6

10 millions

Profit of IKEA from 2008 -2012

DIGITAL CATALOGUE PACKAGE

1. PAPER-PACKED 2. ONLINE CATALOGUE 3. MOBILE APPLICATION

Multiple Channels:

CATALOGUEMARKETING

1. Design for audience

2. Feature of most profitable products

-An interesting cover-Appealing products

Effectiveness of a catalogue in terms of marketing

Where the wonderful everyday begins and ends

3. Cross sell between products

Companion products suggestion

→ easily to learn about other products clients may need

→ interest into sales

pedal binswash-stand with drawers

mirror washbasin tap

CATALOGUEMARKETING

Cabinetwall storage, boxestowelside unittablebench

Chadwick, S.(2013)

ONLINE CATALOGUE 2. ONLINE CATALOGUE

http://www.ikea.com/ms/zh_HK/virtual_catalogue/online_catalogues.html

Live product data can be shown -

Additional content can be added -

Access to the catalogue when consumers do not have a printed copy at hand -

Use as an online marketing tool to drive traffic to IKEA -

Provide the catalogue to consumers who prefer to read in digital format -

http://onlinecatalogueasia.ikea.com/HK/zh-hant/IKEA_Catalogue/

(0:24)

Scan the print catalogue→ scanning icons to scan the

whole page

DIGITAL CATALOGUE PACKAGING3. MOBILE APPLICATION

→ Further use of the app (0:53-1:10)

3-Dimensional FurnitureAnimations → Realistic

DIGITAL CATALOGUE PACKAGING3. MOBILE APPLICATION

As this app is launched in 2014, the effectiveness of the app is not yet shown apparently. A research shows that “16,390 users rated the IKEA app with an average of 3.7 stars.”Rese, A., Schreiber, S., & Baier, D. (2014). The new application has room for development in the distribution and user friendly aspect.

REPETITION = BRAND IDENTITY RECOGNITION = LOYALTY + SALES

“Keep a consistent style to reinforce your banding”

Chadwick, S.(2013) 6 great tips for effective catalogue marketinghttp://www.microcosmdesign.com.au/microcosm-blog/6-great-tips-for-effective-catalogue-marketing

BRANDINGHOW IKEA BUILD THE BRAND IMAGEVIA CATALOGUE

BRANDINGHOW IKEA BUILD THE BRAND IMAGEVIA CATALOGUE

Figures prove the influence and popularity

“It started with mail-order more than 60 years ago…”

“Within a month, 212,000,000 catalogues are ready to be distributed…”

“…distributed to 200,000,000 households and

read by more than 500,000,000 potential customers”

“...today, the catalog is printed in 27 languages and distributed in 34 countries...”

Svensson, S. (2012). The role of the new IKEA Catalogue. Inter IKEA Systems B.V. Media Production, p.4, 10, 17. Retrieved from http://www.era.eu.org/02/downloads/ERA_ac12_svensson.pdf

‘...IKEA provides Web users with the ability to enter an item number to see if a desired product is in stock at their nearest location – a great way to save

customers from making wasted trips. This feature integrates nicely with IKEA’s direct mail catalog program; a customer can simply plug in the item number from

the catalog and then head off to the store.’

CONVENIENCELINKAGE BETWEENCATALOGUE AND REALITY SHOPPING

Yunker, J. (n.d.). IKEA: Behind the Best Global Retail Web Site. Retrieved from http://bytelevel.com/news/IKEA_article.pdf

ENVIRONMENTALLY FRIENDLYNOT ONLY THE FURNITURE

Usage of paper (Based on the customer research)○ Total chlorine-free (TCF)

○ At least 10-15% post-consumer waste○ No rainforest or old-growth fibres

In the prepress process...X FilmX Associated chemicalsX Optical brighteners

Ford, D., Gadde, L.-E., Hakansson, H. & Snehota, I. (n.d.). Managing networks. Retrieved from http:

//impgroup.org/uploads/papers/4198.pdf

The IKEA catalogue has been the ‘textbook’ for some Interior designer or home-design enthusiasts

IKEA STYLELEAD THE TREND OF HOUSEHOLD DESIGN

Scandinavian Lavinia: European styleYoung Generation: Practical, versatileCountry Style: Multi-use solid wood

(Colour tone)Fashion style: Bright colors, sharp contrast

IKEA Style, Retrieved from:: http://www.swewe.net/word_show.htm/?1265157_1&IKEA_style

Home in Hong Kong

Hotel in Taiwan

Embrace modern design stylesSoften the edgesMix styles for an eclectic lookCreate another focal pointCreate furniture groupings

A website about modifications on and repurposing of Ikea’s products

IKEA STYLEINSPIRE CREATIVITY

Abbie (2013). 10 Tips for Decorating with IKEA. Retrieved from: http://www.studiodavenue.com/tips-tricks/10-tips-decorating-with-ikea-catalog/

Not only ‘book’: 3-D Paper Model

Not only ‘touchable’:

The 2013 edition of the IKEA catalogue application was downloaded almost 10 million times

Not only image:

Indoor gardens in London, climbing walls in France

CREATIVITYMORE POSSIBILITY OF CATALOGUE

CONCLUSION

IKEA treat the catalogue as a mediator between consumer and itself

Follow technology development (apps.)Changing consumers’ buying habitAttempt to lead the shopping trend

Provide an occasion for artist (IKEA hackers)

D I S C US S I O N

Q.Compare the old and current design

Which is more visually appealing ?Which is more functional?

D I S C US S I O N

A.

1973

2015

R E F E RR E N C E SChadwick, S.(2013) 6 great tips for effective catalogue marketinghttp://www.microcosmdesign.com.au/microcosm-blog/6-great-tips-for-effective-catalogue-marketing

Svensson, S. (2012). The role of the new IKEA catalogue. Inter IKEA Systems B.V. Media Production, p.4, 10, 17. Retrieved from http://www.era.eu.org/02/downloads/ERA_ac12_svensson.pdf

Yunker, J. (n.d.). IKEA: Behind the best global retail web site. Retrieved from http://bytelevel.com/news/IKEA_article.pdf

Ford, D., Gadde, L.-E., Hakansson, H. & Snehota, I. (n.d.). Managing networks. Retrieved from http://impgroup.org/uploads/papers/4198.pdf

Rese, A., Schreiber, S., & Baier, D. (2014). Technology acceptance modeling of augmented reality at the point of sale: Can surveys be replaced by an analysis of online reviews?. Journal of Retailing and Consumer Services.

E N D

NOTE

Chadwick, S.(2013) 6 great tips for effective catalogue marketinghttp://www.microcosmdesign.com.au/microcosm-blog/6-great-tips-for-effective-catalogue-marketing

Svensson, S. (2012). The role of the new IKEA catalogue. Inter IKEA Systems B.V. Media Production, p.4, 10, 17. Retrieved from http://www.era.eu.org/02/downloads/ERA_ac12_svensson.pdf

Yunker, J. (n.d.). IKEA: Behind the best global retail web site. Retrieved from http://bytelevel.com/news/IKEA_article.pdf

Ford, D., Gadde, L.-E., Hakansson, H. & Snehota, I. (n.d.). Managing networks. Retrieved from http://impgroup.org/uploads/papers/4198.pdf

Used Reference

http://gizmodo.com/5937803/ikea-uses-fake-digitally-created-rooms-inside-its-cataloghttp://www.dailymail.co.uk/sciencetech/article-2194188/Ikea-shuns-photoshoots-uses-wireframe-3D-design-catalogue-pictures.html

Project ProposalSection 1 – Formulating a research problem1.1 Research Topic1.2 Research problem(s)1.3 The main objective of the research- What is the main focus of your study1.4 The sub-objectives of the research- What are the specific aspects of your study1.5 Relation to cultural professional practice?- The relationships between your objectives and cultural professional practice?

Section 2– Conceptualizing a study2.1 What is the strength of your study? And what is the limitation of your study?2.2 What are the methods uses for data collection?2.3 When, where and how long does the data collection process take?2.4 What do you need to prepare before data collection process?2.5 What do you need to do during the data collection process?2.6 Please describe the research process step by step in chronological order.

Project ProposalSection 3 – Developing a research Instrument3.1 What research methods would you use in this study? Qualitative or Quantitative?3.2 What instrument do you need for data collection?

Section 4 – Selecting a sample / Participants (if relevant)4.1 What is your study population?4.2 What is the total size (or expected size) of your study population?4.3 How would you get in touch with the participants?4.4 Do you know the participant(s) in person?4.5 Explain the reasons for your decision.

Section 5 – Presentation structure5.1 List the proposed sections in your presentation.5.2 Write a 150 words abstract of your research project.

Useful reference! (Maybe)

- https://www.youtube.com/watch?v=MOXQo7nURs0#t=91 這個好無聊但好正,唔知有無用...

- https://www.youtube.com/watch?v=UUbbfCHbOq0&list=UUcQ5WlinXufbKizIJHlI4LQ (HK)

- https://www.youtube.com/watch?v=E0YHRVT1KMM (social)- http://www.marketing-interactive.com/why-is-ikea-catalogue-

campaign-so-successful/ - (http://www.ikea.

com/ms/en_GB/about_ikea/press_room/thecatalogue.pdf)- http://gonextpage.com/blog/get-ikea-catalog/- file:///C:/Users/s1105921/Downloads/09e41511d21b1ca3e8000000.pdf

2014.11.17 - First meeting1. Research topic (catalog, a case study of IKEA) (VA)2.A. Research problem

(How the change of IKEA’s catalog lead to the success of the company; attract customer, style, function;)(Raymond)B. Introduction of catalog and IKEA

(1) Introduction of catalog,furniture catalogue (Raymond) (2) Introduction of IKEA (*commercial success and branding; IKEA catalogue)(Cancelled because of it repeated the “case study of IKEA”) (I guess the ‘research topic’ is just simply the cover page of our ppt, the detail explanation of our research should be covered in 2A and 2B, just a swift in the order of contents---Chloe)C. catalog changes-(insight*, effectiveness*, purpose* in different generation) (from 1951 - 2015) (VA)

1. layer out (* from individual products to scenario promotion)2. cover3. colour4. typography: tailor made 5. category classification6. style-(minimalism)

E. Catalog importance to IKEA (research on IKEA marketing method ) ($$,Joy)1. Other promotion means: online catalog, apps (Attract customers)2. Target Audience (Middle class)

F. branding -social influence(ikea style), cultural impact (Lina, Con)

G. ConclusionH. Q & A (1Q for discussion)

_____________________________________________________________________Main objective of the research3. relation to cultural professional practice (colour, typography……..)

transformation of ikea catalog(from individual product to a home setting )

little notes

Pamphlets and catalogsare a type of print media as an application of designwhich have widely applied on promoting products and eventsFor example: IKEA catalogs, MUJI catalogs, H&M catalogs Music concert/ shows pamphlets

What are the differences between those with books or magazinesLayouts

- How do they put words- How do they put images

Others (still thinking)- usage- free of charge (as far as i know)

From wikipedia: “A central set of product data can be used to feed consistent, accurate and up-to-date information to multiple output media such as web sites, print catalogs, ERP systems, and electronic data feeds to trading partners. “(I think print catalogs means both pamphlets and catalogs by their usages in this case)So, Print catalogs are used as a print media product that consists of consistent, accurate and up-to-date information for the trading partners( means the target audiences)

Compare online and paper-packed catalogue!!