Would you buy flat-pack clothing from Ikea? Business expert predicts future where shoppers pick out clothes from the Swedish store to build at home.
Daily Mail, article by Caroline Mcguire
Last week, a full day Sharkonomics workshop was held at Silvent. Here is the conclusion from the client:
Stefan Engeseth is different. His theories are just as simple as they are brilliant, but above all they are innovative. Stefan made us think differently, think correctly, and think ahead.
Managing Director Anders Erlandsson, Silvent
The media have reported that fans of soccer teams are behaving strangely. Violence is nothing new in soccer, but this time soccer fans are directing their anger against their own teams! Why? Because they don’t think their team is performing in the way they should, so they have transformed from fans to enemy-hooligans. I think we will see the same phenomena repeated for many brands; their fans will turn against them if they believe the brand is not delivering what it should. If brands don’t deliver or score goals of innovation, fans will simply revolt online and offline in shops and perhaps even in the headquarters. Why? Brand leadership means never standing still; always running for the next innovation or development. If fans of one brand experience other brands as being better, they will transform into enemy-hooligans and go against their own brand.
Brands that have seen this happen include MySpace, Ericsson and Levi’s. Apple could become one of them because Apple does not in my opinion understand how fast it must run its innovation when it has so many passionate fans. A predator company could certainly use this to its advantage.
Who said creating trouble can’t be an effective way for change management.
Yesterday we held the World premier of our business workshop about defense based on the Sharkonomics defense part. It was really fantastic to see the reactions of the participants – the reaction was so much stronger than we could ever have imagined.
Since our client needs time to implement and change their organization we can not say their name.
What we can say is that they will already today start to create defense and change their corporate DNA.
When fashion becomes cyclical, Ikea could be the company that could come in and break the mould
Swedish author and business thinker Stefan Engeseth predicts that Ikea’s next move will be into the world of fashion.
Mr Engeseth says that Ikea’s expertise lends itself easily to the world of apparel. ‘Fashion is an expression of how to package and sell design,’ he says.
He believes that fashion is in a repetitive cycle, stuck in history and needing renewal.
Ikea could offer both complete apparel items and composite parts that customers could assemble themselves, says Mr Engeseth. The parts could be “tailored” at home in inventive ways without the need for complex sewing.
‘Emotionally, this connects people to how life was in the beginning,’ he says. ‘Customers can personalize and “hack” the designs.’
Jack Yan, publisher of the fashion magazine Lucire, and a branding expert in his own right, says Mr Engeseth’s ideas have a great deal of merit.
‘This taps in to its existing fan base, and just as importantly, Ikea can make full use of its channels, outmanœuvring many existing fashion labels,’ says Mr Yan. ‘Ikea has an international retail base and it has distribution down to a fine art.’
For completed clothing, Mr Engeseth says that Ikea could offer Unisex dressing, without the divisions of male and female, but as an ‘Ikea member’.
He sees Ikea clothing as being high-tech and low-cost, harder-wearing than the apparel found in mass-market retailers.
‘We’re already seeing some shoppers go to outdoor and living stores to buy longer-lasting clothing. Ikea already sells reusable Kr 4 bags that are good and cheap; their clothes could be equally practical, as strong as work clothes,’ he says.
‘You could even extend this hard-wearing philosophy into wedding gowns—after all, there are already some people opting to get married in Ikea stores.’
Mr Engeseth says Ikea could offer the clothing range to its fans first, so they have a “uniform”, much like football teams.
‘There are 57 million Ikea “family members” already, so let them be the only ones who can buy the clothes first. This would be the longest catwalk ever.’
He goes further, saying that those wearing Ikea clothing could qualify for greater discounts at the point of sale. ‘Not only will this build their tribe, it will “dress it up” to become a worldwide community.’
Fans who have furnished their homes could host ‘Ikea days’, where dressed-up fans could invite their friends to their homes, which become pop-up fan showrooms. ‘That could give Ikea millions of stores, and greater exposure to how homes can be designed. That would bring in sales and the company could treble its profits,’ he says.
About Stefan Engeseth
About Jack Yan
Jack Yan founded Jack Yan & Associates. Among his company’s interests are business consulting, software and media, including the fashion magazine brand Lucire. He has authored or contributed to numerous books, including Beyond Branding, Typography and Branding and Nation Branding: Country Concepts and Cases. He ran for Mayor of Wellington in 2010 and 2013. His personal site Jack Yan.
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International celebrity who is an unknown back in Sweden.
Press clip at Today’s analysis (Dagens analys) by Peter Mackhé (Google translation).