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“Do it yourself” (DIY) yani “kendin yap”, aslında o kadar yeni olmasa da son zamanlarda karşımıza oldukça sık çıkan bir akım. DIY; uzmanların ve profesyonellerin yardımı olmaksızın gerçekleştirilen, bir şeylerin inşaat, tadilat ve tamiratına verilen terim. Bu terim ilk olarak 1912’lerde ortaya çıkmış ve 1950lerde sıkça kullanılmaya başlanmış. O dönemlerde daha çok insanların kendi yaptıkları ev geliştirme projelerini anlatmak maksadıyla kullanılırken, günümüzde oldukça dramatik bir değişim ile 29 milyar dolarlık zanaat sektörüne egemen olmuş, en çok da 35 yaşın altındaki genç yetişkinlere hitap eden bir duruma gelmiş.
DIY, Türkiye’de de en başta özellikle günün çoğu zamanını evde geçiren kadınların; mağazalarda gördükleri ürünleri, evde kendi denemeleriyle, kendi tarzlarıyla özelleştirerek, farklılık katarak gerçekleştirdiği üretimler olarak ortaya çıktı. Başta kulağa yabancı gibi gelen bu kavram aslında uzun zamandır bizlerin hayatında: Ülkemizde 1980’lerde TRT’de –çoğu tasarruf amaçlı yayınlanan- kısa kısa ‘’kendin yap’’ TV spotlarıyla başladı, ancak asıl etkisini yıllar sonra Derya Baykal’ın televizyon programlarında eski eşyaları yeni, kullanılabilir eşyalara dönüştürmesiyle yarattı.
Son zamanlarda internet siteleri de bu akım ile ilgili bolca ilham verici öğretici içerikler paylaşıyor. Yemek tariflerinden tutun da, takı yapımı, mobilya yapımı gibi birçok alan ile ilgili “kendin yap” önerileri bulunuyor. Youtube’da da çok sayıda kanal bu doğrultuda içerik üretiyor. Daha sonra bu “kendin yap” ürünleri Etsy gibi sitelerde satışa çıkabiliyor. Hatta “kendin yap”ı uygulamaya çalışıp, başarısız olanların yaptıkları da internette eğlence amaçlı dolanıyor.
Diğer yandan bazı platformlarda sadece fikir değil, kendi başınıza yapabileceğiniz; boya badana setinden, evde mum yapma setine ya da ev tekstili, dekorasyon ürünlerine kadar pek çok set ve kitler bulmak mümkün. Bu setler sayesinde bu konuda merakı olanlar hem bilgi ediniyor hem de uygulamaya geçirebiliyor.
Bu felsefenin arkasında kişiselleştirmek, tüketmeden üretmek ya da tüketirken aynı zamanda geri dönüştürmek de yer alıyor. Ekonomik anlamda da kolaylık sağlayan bu trend, aynı zamanda bundan sonra sıkça duyacağımız yeni bir terimin de ortaya çıkış sebeplerinden biri: “Prosumer”.
Prosumer, gelişen dünyada tüketicilerin sadece tüketici olma konumundan çıkarak aynı zamanda üretici olma konumuna geçtiklerini belirten, “producer” ve “consumer” kelimelerinin birleşimi. Teknolojinin de gelişmesiyle beraber, DIY, yıllar boyu pasif kalan tüketiciye ilk kez ürün geliştirme sürecinde söz hakkı vererek onu aktifleştiriyor.
‘’DIY’’ akımın bu denli popüler olmasının arkasındaki belki de en büyük neden, ‘’Ikea Effect’’ adında bilimsel bir teoriye dayanıyor.** Duke Üniversitesi’nde Psikoloji ve Behavioral Economics Profesörü Dan Ariely ve meslektaşlarının yaptığı araştırmalarda, insanların kendilerinin katkı yaptığı ürünlere orantısız şekilde daha fazla değer verdiği ortaya çıkıyor. Yapılan bir deneyde, profesyonel biri tarafından yapılmış bir origamiye kıyasla, insanların kendi yaptıkları (yamuk yumuk da olsa) origamiler, yapanlar tarafından çok daha fazla değerli görülüyor ve origamiyi yapanlar kendi yaptıkları ürünlere, profesyonel ürünler ile aynı yükseklikte fiyat biçiyor.
Başka bir neden ise “kendin yap” ürünlerinin aynı zamanda “kişiselleştirilmiş” olmaları. Teksas Üniversitesi’nde yapılan bir araştırmaya göre insanlar kendi yaptıkları ürünleri kullanırken, o ürün başkalarında olmadığından dolayı, daha özel hissediyorlar. Bu durum, ister istemez insanların yaptıkları ürünü daha çok benimsemelerini sağlıyor.
Bu akımın insana psikolojik olarak son getirisi ise, ürün tamamlanınca kendilerini memnun hissetmeleri -sonuç ne olursa olsun- çok iyi bir iş çıkardıklarını düşünmeleri, hatta bazı araştırma sonuçları bu etkisi sayesinde DIY akımının insanlarda bağımlılık yarattığı görüşündeler.
DIY trendinden faydalanan markalar, insanlardaki marka algısında yaratıcı bir rol oynamak istiyor ve tüketim anının ötesinde yaratıcı ve duyusal deneyimler sunuyorlar. Bunun en önemli örneklerinden biri “Ikea Effect”e adını veren Ikea. Ikea, tüketicilere malzemeleri verip son ürünü kendilerinin yapmasını sağlayarak hem maddi olarak daha uygun, hem de tüketiciler açsından daha değerli bir şey üretmelerini sağlamış oluyor.
Kimi markalar da kategorilerinin doğası gereği “Do it yourself” trendine cevap verecek ürünleri doğrudan sağlayamasa da, altında yatan motivasyonlara hitap edecek pazarlama metodlarıyla bu trendin rüzgarından faydalanmanın peşinde. Örneğin; oje sürmek veya makyaj yapmak kendi mobilyanı yapmak kadar zor olmasa da, insanın kimi zaman profesyonellere yaptırmayı tercih ettikleri bir külfet olabiliyor. Maybelline de kendi ürünlerini tanıtarak, bir yandan da oje sürme ve makyaj yapımı ile ilgili bilgiler, videolar paylaşarak tüketicileri “kendin yap” yönünde teşvik ediyor, bir yandan da markanın bu trendden geri kalmaması yönünde çalışıyor.
İşin kişiselleştirme boyutunda da birçok markanın faaliyetlerini görüyoruz. Örneğin ABD’de McDonald’s, müşterilerine sipariş noktasında bir tablet kullandırtarak ‘’kendi burgerini kendin hazırla” hizmeti sunmaya başladı. Starbucks ise benzer bir şekilde yıllardır içeceklerini özelleştiriyor ve hatta isme özel servis ediyor. Nike, mağaza ve internet sitesinde öne çıkan modellerine özel olarak ‘’kişiselleştirmeye’’ hizmetini ekleyerek, kullanıcılarına kendi ayakkabı tasarımlarını yapma fırsatını sağlıyor.
Biz de “kendin yap” akımının Türkiye’de neler yarattığını görmek için bir araştırma gerçekleştirmek istedik. Araştırmamız İstanbul’da 18-40 yaş arası AB C1 ve C2 SES gruplarından 100 kadın ve erkek ile gerçekleşti.
“Do it yourself” akımının tanımı okunarak daha önce duyulup duyulmadığı sorulduğu zaman görüşmecilerin %52’si duyduklarını belirtmiş. Bu trend hakkında ne düşündükleri sorulduğu zaman tüketicilerin çoğu pozitif görüş belirterek “yaratıcılığı artırması”, “ekonomik olması”, “daha verimli olması” yönünde yorumlar yapılmış. Az sayıda da “hazırı varken gerek olmadığı” yönünde olumsuz yorum belirtilmiş.
Görüşmecilerin %41’sı daha önce “kendin yap” trendini uyguladıklarını söylemiş. Ne yaptıkları sorulduğunda çok çeşitli cevaplar olmasına rağmen en çok “dekoratif eşyalar” , “mobilyalar” “takı, çanta gibi aksesuarlar”, “elbise gibi tekstil ürünleri” cevapları gelmiş. Bunlar dışında “çocuk oyuncağı”, “kedi için tırmanma tahtası”, “güneşte domates kurutmak için bir araç” yapmaya kadar uzanan geniş bir yelpazeden bahsedilmiş.
Görüşmecilerin bu ürünleri kendilerinin yapma sebepleri arasında “vakit geçirmek”, “hobi amaçlı”, masraftan kaçınmak için”, “öğrenme amaçlı”, “satma amaçlı”, ve “üretken olma” belirtilmiş.
Bu trendin olumlu tarafları sorulduğunda “eğlenceli ve zevkli bir uğraş olması”, “maddi açıdan avantaj sağlaması”, “istenilen doğrultuda şekillendirilebilmesi”, “motivasyon kaynağı olması”, “insanın kendini geliştirmesini sağlaması”, “insana gurur vermesi”, “insanın kendi yaptığı şeyi daha zevkle kullanması” gibi yönler söylenmiş.
Olumsuz yanları sorulduğunda görüşmecilerin çoğu olumsuz yanı olmamasını söylerken az sayıda görüşmeci ise “gerekli zamanı bulamamak”, “doğru yapamama ihtimali”, “malzemeleri bulma sıkıntısı”nden bahsetmiş.
“Kendin yap” ile ilgili video, fotoğraf içeren programları platformları görüşmecilerin neredeyse yarısı takip ediyor. Daha çok internet sayfalarından bu trendi takip edenler varken, özellikle “youtube” ve “facebook” platformları öne çıkmış. Başka söylenenler arasında “pinterest”, “ev döşeme programları” var.
Görüşmecilerin %10’u “kendin yap” trendini teşvik eden markaların aklına geldiğini söylemiş. Bu kitleye akıllarına hangi markalar geldiği sorulduğunda şaşırtıcı olmayan bir şekilde en çok “Ikea” cevabı öne çıkmış. “Koçtaş” ve “halk eğitim kursları” da başka söylenen cevaplardan.
İşin kişiselleştirme tarafında ise, görüşmecilerin %38’i kişiselleştirilmiş bir ürüne sahip olduğunu belirtmiş. Hangi ürünler olduğu sorgulandığında çok çeşitli cevaplar gelmiş, bunlardan bazıları; “enerji bilekliği”, “dolap”, “gemi maketi”, “çerçeve”, “kitaplık”…
Kişiselleştirilmiş bir ürüne sahip olmanın neden önemli olduğu sorgulandığında “kendim yaptığım için”, “kendi imzamı taşıdığından”, “fabrikasyon olmaması” gibi yorumlar alınmış. (“kimlik gibi bir şey olur insanlar sadece bende görür ve hatırlar”).
“Bir ürünü kendinize göre şekillendirecek, farklı yapabilecek seçenekler sunan marka aklınıza geliyor mu?” sorusuna görüşmecilerin %9’u olumlu cevap vermiş. Akla gelen markalar arasında “Samsung”, “Ikea”, “Sony”, “Zara”, “Mavi” ve “Araç markaları” belirtilmiş.
Sonuç olarak ‘’DIY’’, hem yeni bir pazar oluşturup insanları girişimciliğe teşvik ederek, hem de kişilere ‘’tüketme’’ yerine ‘’üretme’’yi vurguladığından, günümüz için önemli bir trend. İnsanların satın aldıkları ürünlerde kendi dokunuşlarını görmeleri, o ürünlerle farklı bir bağ yakalamalarına ve sonunda o ürünlerin (ve markaların) kendileri için büyük önem taşımasını sağlıyor. Markalar için uygulaması çok kolay ama etkisi çok büyük olacak bir trend. Türkiye’de de DIY’in bu denli uygulanıyor olduğu ve pozitif olarak karşılandığı görüldükten sonra markaların özellikle dikkate alacağını düşünüyoruz.
26 Ocak 2017 Perşembe
Do It Yourself
“Do it yourself” (DIY) may not actually be that new a concept but it certainly is a trend which we have recently started to come upon pretty frequently. DIY is the term used to define building, modifying and repairing anything without getting help from the experts and professionals. The term had emerged around 1912 for the first time and started to be frequently used in the 1950s. At those times, it was mainly used in order to define home improvement projects that people implemented themselves, whereas today, after undergoing quite a dramatic change, DIY dominates a 29 billion USD artisanship industry and appeals mostly to young adults under 35 years of age.
DIY first appeared in Turkey when especially women who spend most of their time at home started to produce items trying to reproduce what they had seen at stores, customizing them according to own taste and style and introducing something new. This concept, though it may sound unfamiliar in the first place, has actually been part of our lives for a long time. It started in our country in the 1980s with the short “do it yourself” TV infomercials, mostly prepared for the purpose of developing a sense of economizing, broadcasted on TRT. However, the real impact came years later when Derya Baykal started converting old objects into new and useable ones on her TV shows.
Lately, web sites are sharing plenty of inspirational and instructional content regarding this trend. Many “do it yourself” recommendations can be found in numerous fields from recipes to jewelry making or furniture building. A large number of channels on YouTube create content in this context. These “do it yourself” products then can be put up for sale on web sites such as Etsy. Moreover, even the failed “do it yourself” attempts do roam the internet just for the fun of it.
On the other hand, it is possible to find not only ideas but also lots of sets and kits on some platforms for you to create things yourself. These kits and sets vary from paint and white wash to candle making at home or home textile and decoration items. All these allow those who have an interest in “DIY” to both be informed and put it into practice.
What lies behind this philosophy is customizing, producing without consuming or recycling while consuming. This financially convenient trend is at the same time one of the reasons for the emanation of the term “prosumer” that we shall be hearing a lot from now on.
Prosumer is a derivative of the words “producer” and “consumer” which denotes that the consumers in the developing world have transcended beyond being in a position where they merely consume and into becoming producers themselves. With the technological advancements, DIY renders the consumers -who have so far been passive for years- active by giving them the right to speak in the product development phase.
The primary reason why the “DIY” trend has become so popular can be explained through a scientific theory that is known as the “Ikea Effect”. ** The research conducted by Dan Ariely, a Professor of Psychology and Behavioral Economics at Duke University, and his colleagues, reveals that people value products which they have contributed in their making disproportionately higher than those they have not. According to an experiment, people regard the origamis that they have done themselves (no matter how crooked they may be) to be much more valuable than the ones done by a professional and they quote prices as high as the professional ones for their origamis.
Another reason is the innately “customized” nature of the “do it yourself” products. According to a research conducted at Texas University, people feel more special while using products of their own making because nobody else has those products. For that matter, people can’t help but embrace what they have created.
The last psychological yield of this trend is that people feel pleased and satisfied with themselves once the production is completed. They think that they have done a good job – no matter what the end result is – insomuch that some research results even suggest that the DIY trend is becoming addictive because of this impression.
Brands that benefit from the DIY trend want to play a creative role in the brand perception in people’s minds and offer creative and sensory experiences beyond the moment of consumption. One of the most important examples of this is Ikea which has lent its name to the “Ikea Effect”. Ikea, by giving the materials to the consumers and asking them to assemble the end product, ensure that they produce something both more affordable and more valuable from the consumers’ point of view.
Other brands, although by nature they may not directly supply products that would respond to the “do it yourself” trend, seek to draw advantage from the impetus of this trend through marketing methods that would appeal to the motivations underneath this trend.
For example, even though applying nail polish or putting on lipstick are not as tricky as building one’s own furniture, they may sometimes become burdensome for which one may choose to seek help from professionals. Maybelline, while promoting its products, shares information and videos on applying nail polish and putting on make-up and encourages its consumers to “do it themselves” and hence as a brand tries to keep up with this trend.
When it comes to the customization aspect of “do it yourself”, we discern some operations of numerous brands. For instance, McDonald’s allows customers to order from a tablet-like kiosk where they can customize everything and “prepare their own burger”. In a similar approach, Starbucks has been customizing its drinks and even serving them with customers’ names on the coffee cups for years. Nike has added “customization” services for its outstanding models at the store and on their web site, allowing its customers to design their own shoes.
We wanted to conduct a research to observe how the “do it yourself” trend reverberates in Turkey. Our research comprised of 100 females and males who are 18-40 years of age, AB/C1/C2 SES and live in İstanbul.
When we read them the definition of the “do it yourself” trend and asked whether they had heard it before, 52% of people we interviewed said that they had heard it before. When we asked them what they thought about this trend, the majority of the consumers expressed a positive opinion and commentated that it “enhanced creativity”, “was economical” and “was more efficient”. A small number of people expressed an adverse opinion saying that “there was no such need when there were readymade alternatives available”.
41% of the interviewees said that they had already given the “do it yourself” trend a try. When asked about what they had done, there were a variety of answers but the most common ones were “decorative objects”, “furniture”, “accessories like jewelry and bags” and “textile goods such as dresses”. Other than that, a wide variety of items such as “children’s toys”, “climbing/scratching posts for cats” or “a tool to be used for sundrying tomatoes” were mentioned.
Among the reasons why the interviewees did these items themselves are “passing the time”, “hobby”, “cutting down costs”, “learning”, “sale” and “being productive”.
When the positive aspects of this trend were questioned, it was referred to be “an entertaining and enjoyable occupation”, “financially advantageous”, “shapable as required”, “a source of motivation”, “allowing for self-development”, “a source of pride”, “using that which they made themselves being more pleasurable”.
When asked of the negative aspects of this trend, most of the interviewees remarked that there were none but few mentioned “not finding the time needed to be engaged in it”, “possibility of not being able to do it right” and “hardship of finding the materials”.
Nearly half of the interviewees follow the programmes and platforms that contain videos and photographs about “do it yourself”. They follow this trend mostly on the internet and “YouTube” and “Facebook” were the platforms that are mentioned the most. Among the others were “Pinterest” and “programmes on home decoration”.
10% of the interviewees said that they could recall brands promoting the “do it yourself” trend. When asked of such brands, “Ikea” was the dominant answer which did not come as a surprise. “Koçtaş” and “public education courses” were among the others.
Regarding the customization aspect of the trend, 38% of the interviewees indicated that they owned a customized object. When asked about these, a variety of answers were received, some of which being “energy wristband”, “cabinet”, “model ship”, “frame” and “bookshelf”.
When asked why it was important to own a customized object, some of the answers received were “because I did it myself”, “because it is not fabricated” and “it would be something to identify me with, people would only see me having it and remember”.
When we asked them whether they could recall any brands that offered alternatives to customize an item, 9% of the interviewees said that they could. “Samsung”, “Ikea”, “Sony”, “Zara”, “Mavi” and “vehicle brands” are the brands that were mentioned.
As a conclusion, “DIY” is an important trend today for both creating a new market and encouraging people to become enterpreneurs and for accentuating “production” instead of “consumption”. When people see their own touch on a product they buy, they feel connected to it and in the end these products (and brands) matter a great deal to them. For brands, it is a trend that is easy to put into practice and has a great impact. We believe that brands will take it into serious consideration upon seeing how widely DIY is being put into practice and how positively it is adopted.
DIY first appeared in Turkey when especially women who spend most of their time at home started to produce items trying to reproduce what they had seen at stores, customizing them according to own taste and style and introducing something new. This concept, though it may sound unfamiliar in the first place, has actually been part of our lives for a long time. It started in our country in the 1980s with the short “do it yourself” TV infomercials, mostly prepared for the purpose of developing a sense of economizing, broadcasted on TRT. However, the real impact came years later when Derya Baykal started converting old objects into new and useable ones on her TV shows.
Lately, web sites are sharing plenty of inspirational and instructional content regarding this trend. Many “do it yourself” recommendations can be found in numerous fields from recipes to jewelry making or furniture building. A large number of channels on YouTube create content in this context. These “do it yourself” products then can be put up for sale on web sites such as Etsy. Moreover, even the failed “do it yourself” attempts do roam the internet just for the fun of it.
On the other hand, it is possible to find not only ideas but also lots of sets and kits on some platforms for you to create things yourself. These kits and sets vary from paint and white wash to candle making at home or home textile and decoration items. All these allow those who have an interest in “DIY” to both be informed and put it into practice.
What lies behind this philosophy is customizing, producing without consuming or recycling while consuming. This financially convenient trend is at the same time one of the reasons for the emanation of the term “prosumer” that we shall be hearing a lot from now on.
Prosumer is a derivative of the words “producer” and “consumer” which denotes that the consumers in the developing world have transcended beyond being in a position where they merely consume and into becoming producers themselves. With the technological advancements, DIY renders the consumers -who have so far been passive for years- active by giving them the right to speak in the product development phase.
The primary reason why the “DIY” trend has become so popular can be explained through a scientific theory that is known as the “Ikea Effect”. ** The research conducted by Dan Ariely, a Professor of Psychology and Behavioral Economics at Duke University, and his colleagues, reveals that people value products which they have contributed in their making disproportionately higher than those they have not. According to an experiment, people regard the origamis that they have done themselves (no matter how crooked they may be) to be much more valuable than the ones done by a professional and they quote prices as high as the professional ones for their origamis.
Another reason is the innately “customized” nature of the “do it yourself” products. According to a research conducted at Texas University, people feel more special while using products of their own making because nobody else has those products. For that matter, people can’t help but embrace what they have created.
The last psychological yield of this trend is that people feel pleased and satisfied with themselves once the production is completed. They think that they have done a good job – no matter what the end result is – insomuch that some research results even suggest that the DIY trend is becoming addictive because of this impression.
Brands that benefit from the DIY trend want to play a creative role in the brand perception in people’s minds and offer creative and sensory experiences beyond the moment of consumption. One of the most important examples of this is Ikea which has lent its name to the “Ikea Effect”. Ikea, by giving the materials to the consumers and asking them to assemble the end product, ensure that they produce something both more affordable and more valuable from the consumers’ point of view.
Other brands, although by nature they may not directly supply products that would respond to the “do it yourself” trend, seek to draw advantage from the impetus of this trend through marketing methods that would appeal to the motivations underneath this trend.
For example, even though applying nail polish or putting on lipstick are not as tricky as building one’s own furniture, they may sometimes become burdensome for which one may choose to seek help from professionals. Maybelline, while promoting its products, shares information and videos on applying nail polish and putting on make-up and encourages its consumers to “do it themselves” and hence as a brand tries to keep up with this trend.
When it comes to the customization aspect of “do it yourself”, we discern some operations of numerous brands. For instance, McDonald’s allows customers to order from a tablet-like kiosk where they can customize everything and “prepare their own burger”. In a similar approach, Starbucks has been customizing its drinks and even serving them with customers’ names on the coffee cups for years. Nike has added “customization” services for its outstanding models at the store and on their web site, allowing its customers to design their own shoes.
We wanted to conduct a research to observe how the “do it yourself” trend reverberates in Turkey. Our research comprised of 100 females and males who are 18-40 years of age, AB/C1/C2 SES and live in İstanbul.
When we read them the definition of the “do it yourself” trend and asked whether they had heard it before, 52% of people we interviewed said that they had heard it before. When we asked them what they thought about this trend, the majority of the consumers expressed a positive opinion and commentated that it “enhanced creativity”, “was economical” and “was more efficient”. A small number of people expressed an adverse opinion saying that “there was no such need when there were readymade alternatives available”.
41% of the interviewees said that they had already given the “do it yourself” trend a try. When asked about what they had done, there were a variety of answers but the most common ones were “decorative objects”, “furniture”, “accessories like jewelry and bags” and “textile goods such as dresses”. Other than that, a wide variety of items such as “children’s toys”, “climbing/scratching posts for cats” or “a tool to be used for sundrying tomatoes” were mentioned.
Among the reasons why the interviewees did these items themselves are “passing the time”, “hobby”, “cutting down costs”, “learning”, “sale” and “being productive”.
When the positive aspects of this trend were questioned, it was referred to be “an entertaining and enjoyable occupation”, “financially advantageous”, “shapable as required”, “a source of motivation”, “allowing for self-development”, “a source of pride”, “using that which they made themselves being more pleasurable”.
When asked of the negative aspects of this trend, most of the interviewees remarked that there were none but few mentioned “not finding the time needed to be engaged in it”, “possibility of not being able to do it right” and “hardship of finding the materials”.
Nearly half of the interviewees follow the programmes and platforms that contain videos and photographs about “do it yourself”. They follow this trend mostly on the internet and “YouTube” and “Facebook” were the platforms that are mentioned the most. Among the others were “Pinterest” and “programmes on home decoration”.
10% of the interviewees said that they could recall brands promoting the “do it yourself” trend. When asked of such brands, “Ikea” was the dominant answer which did not come as a surprise. “Koçtaş” and “public education courses” were among the others.
Regarding the customization aspect of the trend, 38% of the interviewees indicated that they owned a customized object. When asked about these, a variety of answers were received, some of which being “energy wristband”, “cabinet”, “model ship”, “frame” and “bookshelf”.
When asked why it was important to own a customized object, some of the answers received were “because I did it myself”, “because it is not fabricated” and “it would be something to identify me with, people would only see me having it and remember”.
When we asked them whether they could recall any brands that offered alternatives to customize an item, 9% of the interviewees said that they could. “Samsung”, “Ikea”, “Sony”, “Zara”, “Mavi” and “vehicle brands” are the brands that were mentioned.
As a conclusion, “DIY” is an important trend today for both creating a new market and encouraging people to become enterpreneurs and for accentuating “production” instead of “consumption”. When people see their own touch on a product they buy, they feel connected to it and in the end these products (and brands) matter a great deal to them. For brands, it is a trend that is easy to put into practice and has a great impact. We believe that brands will take it into serious consideration upon seeing how widely DIY is being put into practice and how positively it is adopted.
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