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From: TT
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1 of 5 | Photo: © Inter IKEA Systems BV / TT
The first Ikea catalog from 1951. The same founder of Ikea, Ingvar Kamprad, produced the first catalog that was printed and distributed in 285,000 copies in southern Sweden. The cover was adorned with an MK armchair with ear flaps.
For 70 years, it has been a part of interior design in Swedish homes. But now the furniture giant Ikea is finishing its catalog.
– It is a very rational decision, but also an emotional one, says Konrad Grüss, CEO of Inter Ikea Systems.
Filled with interior design ideas, new products and old classics, the Ikea catalog has since 1951 become something of an iconic printed matter that has found its way into most Swedish homes. But the catalog published in August this year was the last. The change in habits and ways of consuming media has left more and more Ikea catalogs intact.
– Consumer behavior has changed dramatically. The catalog is used less and less. Content is something that people have loved, but they want it in a different way, says Konrad Grüss.
Find new ways
In recent years, Ikea has tested different formats for the catalog and new ways to distribute it. But when the experiments are summarized, it has been decided that now is the right time to quit altogether. Therefore, the catalog will not be available in digital version either.
Inspirational images and product images will continue to be a very important part of Ikea communication and will continue to be produced to a great extent.
– We have become increasingly digital and we need to find new ways to communicate with our customers, says Konrad Grüss.
The corona pandemic has accelerated digital development in many ways. Had it not been for the pandemic, it could have taken another year, according to Konrad Grüss, but the decision has been made for several years.
– We have worked with this for several years to arrive at the right decision for the future. You could say that the pandemic has accelerated the decision. But we are very long-term in all the decisions we make, he says.
Should invest
Apps, social media, and your own website have become more important to Ikea. But stores and their design also continue to play an important role, according to Grüss.
Konrad Grüss does not mention an exact figure, but says the Ikea catalog and working with it have formed a significant part of Ikea’s global marketing budget over the years. At the same time, you are careful to emphasize that the decision to stop using it is not about saving money.
– This is money that we will invest in our other channels, both existing and new.
Ikea also announces that they will release a final edition as a kind of tribute to the history of the catalog. The copy of the tribute will not be sent home but will be in the Ikea department store.
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