search.noResults

search.searching

note.createNoteMessage

search.noResults

search.searching

orderForm.title

orderForm.productCode
orderForm.description
orderForm.quantity
orderForm.itemPrice
orderForm.price
orderForm.totalPrice
orderForm.deliveryDetails.billingAddress
orderForm.deliveryDetails.deliveryAddress
orderForm.noItems
CONSUMER INSIGHT


GENERATION DIY: THE UPCYCLE AND CRAFT REVOLUTION


As the customer focus shifts to millennials, retailers must examine how the DIY industry is changing from home improvement into a market that revolves around organic materials and repurposing furniture. Kiran Grewal reports. Trend Focus


T


he definition of the DIY industry can seem to be a grey area, often overlapping between home improvement


and refurbishment, from professional tradesman and businesses, to do-it- yourself crafts and upcycling of old cabinets or drawers to breathe new life into your furniture. Repurposing old furniture is a


trend that has really taken off in recent years, with consumers finding it cheaper to update their more dated homewares rather than going to


www.diyweek.net


retailers and buying new. Upcycling can be undertaken by complete beginners or more advanced DIYers and can range from adding a new coat of paint in a brighter colour, to sanding down and sawing wooden pallets into a rustic-looking day bed. ‘A New Era – A Glimpse into the Future of Home Improvement’ was the motto of this year’s Global DIY Summit, and a recent of commentary


piece provided by


BHETA’s Paul Grinsell explores all the possibilities of a new generation updating the language of the DIY industry. He says: “If the mass market


is now all about home improvement, whether performed by the consumer or the tradesperson, we all need to ensure our sales and marketing and, indeed, our product development reflects this – when we target the mainstream customer.”


“[The language is] still being spoken by a new generation – Generation DIY, in fact – and for the most part, they speak it online. Have a browse on Pinterest to see the massive number of times the acronym ‘DIY’ is mentioned – and the massive number of contexts in which it is used.”


Suppliers in the DIY retail industry have been quick to pick up on the trend and, rather than take a step back from this area which may initially seem to cause a loss in sales for retailers, some have produced products to aid consumers who want to venture into the upcycling world. Brushware firm Harris is a great example of this; expanding its portfolio with the launch of an Upcycle Kit, to inspire people to take on new projects. Marketing director at Harris’ parent company Orkla House


27 OCTOBER 2017 DIY WEEK 17


Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10  |  Page 11  |  Page 12  |  Page 13  |  Page 14  |  Page 15  |  Page 16  |  Page 17  |  Page 18  |  Page 19  |  Page 20  |  Page 21  |  Page 22  |  Page 23  |  Page 24  |  Page 25  |  Page 26  |  Page 27  |  Page 28  |  Page 29  |  Page 30  |  Page 31  |  Page 32