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CONSUMER INSIGHT


who like to share experiences, projects and knowledge – we encourage our community to connect and share their experience. We offer, not only information on products and knowledge on tool usage, but we prefer to create an outstanding mix of inspirational ideas, achievable projects and helpful tips and tricks. No matter how skilled our customers are.“ “‘DIY’ is broad definition that is not just associated with those with a professional ‘home improvement’ background. We encourage our customers to use their own ideas, desires, visions and above all their own hands.”


Care UK, Philippa Pawson says: “Currently there are no ‘grab and go’ kits that lend themselves to upcycling, so we wanted to provide a specialist kit that includes all of the essentials at an affordable price.” “Over time DIY has expanded to include a new element. When embarking upon a home improvement project, people now have the option to put their personal touches to furniture without blowing their budget or needing specialist equipment and skills. Upcycling is a great, easily accessible way to create unique pieces regardless of the type of house you live in. It provides an instant sense of achievement and is low risk in terms of budget, time and effort.”


The Environmentally- conscious Consumer Paint manufacturer, Rust-oleum has adopted a ‘Make It Yours’ slogan, with a website specifically designed to show consumers how to use their products to upcycle furniture, with a ‘how to’ section that shows a step-by- step guide. Trends have shown that organic materials are favoured by a growing number of people, Rust-oleum has showcased how versatile its home improvement products are, demonstrating a spraypaint that gives a ‘stone’ like texture – instantly updating the interior/exterior of the home and giving a more expensive look to potentially cheap-looking plastic


18 DIY WEEK 27 OCTOBER 2017


ornaments. Content manager, Laura MacDonald says: “Transforming old materials into useable objects is a seemingly basic concept and it has sparked an exciting revolution in recent times.”


“This, combined with the rise of social media platforms, such as Pinterest and YouTube, has created a generation of young adults who bring together technology and creativity, as they take on upcycling and repurposing projects.” “Organic-looking colours and prints are certainly in; we see items being transformed to imitate natural textures, such as stone, copper, silver, and gold. “This could be an indicator that consumers are becoming more aware of sustainable living, opting to update existing pieces and save money in the process.” Millennials are showing a much


stronger awareness of sustainability, so the preference for more organic and recycled materials is desired in homes for younger people. Sugru CEO, Jane Ni Dhulchaointigh says: “We’ve seen people fix the inside of the dishwasher basket with Sugru, which means a huge amount to the environment.” “If it’s a large appliance like a fridge, microwave, or a dishwasher that you can keep going for an extra few years, it’s about feeling better about the stuff that we do have because people are more aware of how much damage consumption is having [on the environment].” “So, when people are talking about upcycling a chair or a piece


of furniture, it feels really good to them because they feel resourceful and they’ve put their stamp on it – but the bigger thing is they’ve taken care of it and it’s not another piece of furniture that has gone on the street or gone to landfill.”


Social Media A stronger focus on social media is another prevalent factor which leads to the idea that a younger demographic is the cause for this trend. Global engineering and electronics company Bosch has recently launched allaboutdiy. com, a website focused completely on using Bosch products for DIY home renovation. With this comes a strong social media presence, demonstrating projects that can be undertaken and showcasing consumer’s similar work. Bosch’s DIY brand director, Andrew Booth says: “You only have to turn on the TV or open a magazine or newspaper to see the current popularity and interest in craft, upcycling and home improvement projects; this is a trend we want to reflect through all our marketing activities by providing inspirational and enabling content marketing.” “We strive to improve the DIY experience – regardless of whether people are DIY enthusiasts or just want to get their projects done. Our product range ,as well as our content offer, is tailor-made for all different DIY levels.“ Mr Booth continued: “We have a very active and growing community


Is Brexit the cause? A positive view is not taken by everyone however; Reeds director Ian Mead thinks that, although the craft element of DIY has increased, young people may be frightened to undergo larger tasks, he says: “I think people are getting scared of DIY because of the costs of doing it wrong. If it is a project around the house, if it’s plumbing or electrical, then you really want to get a professional in to do it because the risk of what might go wrong. If it’s a bigger decorating job, you’ll get a professional. “If it’s upcycling of some furniture, it’s something more people are willing to have a go at because what’s the worst that could happen? The worst thing that could happen is you don’t paint it very well and it doesn’t look very good, whereas if you paint the downstairs of your house and it doesn’t look very good then you need to get someone in to put it right.” “Younger people, where money is tighter, will be looking to upcycle and do some of the work themselves. And, we see a correlation with the broader economy where we are probably selling more furniture paint now than we were two years ago, because people are a little more concerned in terms of where we are with Brexit and the whole uncertainty that we have at the moment. There may be a case where people are staying put in terms of where they live and they’re trying to upcycle what they’ve got.” As consumers continue to be curious within the craft and upcycle element of the industry, it seems the lines are blurring and making it unable to provide a clear definition of what the term ‘DIY’ really means. However, this resourceful trend looks only to be increasing, as the interest and demand for upcycling paints and furniture continue to soar – in turn, presenting new opportunities for retailers.


www.diyweek.net


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