ikea_elisava_smits_bastoncu

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In Istanbul (Turkey), Barcelona (Spain) Louise Smits, Aysu Bastoncu

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ABOUT US

5

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CONTENT

00.

ABOUT US

01.

ABOUT IKEA | TASK 1.1 1.2.

1.3.

Community, Commited, Commerce Sustainability, Democracy, Affordability IKEA wants to come closer to the culture + city

02.

IKEA TURKEY 2.1 2.1.1 2.1.2.

2.1.3.

Research - Analysis Turkey in Facts Challenges and opportunities 2.1.2.1. Opportunity: carpentry workshops, textile ateliers 2.1.2.2. Challenge: Woman oppression 2.1.2.3. Challenge: Daycare issues + education 2.1.2.4. Challenge: Demand for green areas Ikea in Turkey 2.1.3.2 History + possitioning (competitors) 2.1.3.2. Survey

2.2 2.2.1.

2.2.2.

2.2.3.

Diagnosis + strategy: Kädikoy Proposal of the targetgroup : mothers Proposal of the products + services (daycare) Collaborations (local workplaces, products)

03.

IKEA BARCELONA 3.1 3.2 3.3.

Analysis Diagnosis Strategy

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IKEA : the brand

d

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01

INTRODUCTION Community, Commited, Commerce Sustainability, Democracy, Affordability IKEA wants to come closer to the culture + city

About: their customers The customer prof ile is the global middle-class.

Their products appeal to the emotional and functional needs of the customers. The corestrategy is consistent internationally, although cultural differences are always taken into account.

About: their strategy IKEA strives to be positioned as a Lifestyle.

Shopping at IKEA is like a journey full of experiences.

The display of their products is like a showcase of their strategy: simple yet cosy. The rooms f rom their catalog come to life, which gives their customers an endless source of inspiration.

IKEA’s strategy is to deliver high value furniture to the middle class while at the same time cutting costs at every point, even when it comes to the designing process itself they try to keep the costs as low as possible.

About: their pricing IKEA aims to reduce their prices by 2-3% per product each year. This may be sustainable with ongoing product innovation. It is calculated they will need 2x as much material for the next year and the supply is at a problem.

01

INTRODUCTION Community, Commited, Commerce Sustainability, Democracy, Affordability IKEA wants to come closer to the culture + city

For IKEA, we prepared a market analysis for two different consumer groups: Barcelonians and Turks. Together with this marketanalysis we present you our f indings and future strategy suggestions.

Both parts of this study are based on two given concepts: ‘community commited commerce’ and ‘IKEA’s principles of sustainability, democracy and affordability’.

COMMUNITY COMMITED COMMERCE IKEA will be inclusive, and actively engage in the communities where they

= A group of people with

= adj. to -> commerce

commonality

= loyal and willing to give

such as norms, religion,

your time and energy to

values, identity,...

something you believe in.

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operate.

com(togheter) + mercium -> commercium trade = buying and selling of

Let’s gather, work and act together.

goods or services

SUSTAINABILITY DEMOCRACY AFFORDABILITY

All pieces must balance and deliver on the 3-key principles – sustainability, democracy and affordability. At IKEA, they believe good design is for everyone. They want to produce goods and services that combine sustainability, form, function and quality – all at a low price.

1.

SUSTAINABILITY It’s not just about what we do, but what we can inspire our customers to do.

Many of the products enable customers to live a more sustainable life at home.

Ikea cares about the quality of life: Ikea makes it possible to live in a small area but with maximum spaciousness. Many pieces of furniture are multi-purpose, provide storage space or can be converted.

Quality of products: materials.

2.

DEMOCRACY Making high-quality home furnishings that are accessible for the many people, not just the fortunate few. For young people of all ages.

Gender: male + female Age: middle aged

3.

AFFORDABILITY E.g. Ogilvy campaign for IKEA Saudi Arabia.

It shows how affordable their products are.

The ads show cropped images of IKEA furniture on everyday items like coffee cups. When the items are places next to each other, the image of furniture is completed.

Affordable for everyday-life

INTRODUCTION Community, Commited, Commerce Sustainability, Democracy, Affordability IKEA wants to come closer to the culture + city

IKEA wants to come closer to the city.

Never before have so many people moved to the city, the same can be said about online shopping. In order to realize the 3 main concepts of democracy (accessibility), affordability and sustainability, IKEA needs to respond to these changing market conditions. There are so many reasons for this: not only to increase consumer convenience but also to reduce the cost of home delivery, etc.

IKEA wants to come closer to the people.

By moving closer to its consumers, IKEA gives its target audience the opportunity to try their products without being forced to travel for a longer distance. By doing so, they try to have a positive impact on citizens and inspire them to live a better everyday life.

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IKEA in Turkey

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TURKEY

02

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

Turkey, is a nation split between two distinct cultures and time periods, it stands at the crossroads of Asia and Europe. For those who don’t know, it is the only country with a foot in either continent.

Standing in Turkey is like holding on to two different times, historical and modern. The cities, places, mosques, plains, mountains and all other things that make it quite an experience are unique, varied and such an immaculate beauty.

To know the country better, Turkey is simply divided into European Turkey and Asiatic turkey or Anatolia. The European Turkey is the part of Southeastern Europe, and while it may seem a quite large area, it only comprises 3% of Turkey.

Istanbul Bursa

Ankara

Izmir

Antalya

Adana

Istanbul is the largest province in terms of population with 15 million inhabitants, followed

by Ankara with 6 million inhabitants, İzmir with 4 million inhabitants, Bursa with 3 million inhabitants and Antalya with 2 million inhabitants.

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Turkey in facts

2.1

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

TURKEY IN FACTS DEMOGRAPHY

Located in both Asia and Europe, Turkey covers an area of 783,562 km² and has borders with countries such as Armenia, Greece, Bulgaria and Georgia.

The total population of Turkey is 83 million. Of these, 73% are Turks, 21% Kurds, 2% Cherries, 2% Arabs, 0.5% Lazians, 0.1% Syrians, 0.06% Armenians and 0.01% Abkhazards. The capital of Turkey is Ankara with a population of 5 million.

One of the most important characteristics is that the majority of the population is young. The age group 0-14 years makes up 24.58% of the total population. However, this percentage was much higher in previous years. This decrease shows that there is an ageing population.

The most important change in the population is the degree of urbanisation. In 1927, 75.8% of the population lived in rural areas and 24.2% lived in urban areas.

The current ratio is exactly the opposite.

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GENDER BALANCE

Turkey: 50,2% woman and 49,2% men

Istanbul: 49,2% men and 50,2% woman

In 2019 Turkey had 83 million inhabitants, of whom 41,721,136 were men and 41,433,861 women. Since 2018, the population has increased by 1,151,115 people, or 1.39%.

POPULATION DEVELOPMENT + AGE STRUCTURE

Turkey, along with Kosovo and Iceland, has the youngest population in Europe.

The number of people over the age of 65 in the population is about a half compared to the percentage of the 65+ population in Belgium.

Nevertheless, the trend of dejuvenation and ageing is also emerging in Turkey: at the beginning of the 21st century, children accounted for almost 30% of the population, but 20 years later this has dropped to 23%.

65+ y/o 55-65 y/o 0-24 y/o

45-54 y/o

35-44 y/o 25-34 y/o

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy ECONOMICS

Gross domestic product in Turkey has a value of 61 which is way lower compared to the GDP of Europe which is 100.

GDP* is the total value of all goods and services produced in a country in a year. It is considered an important indicator of the economic strength of a country. In 2019, GDP in Turkey amounted to around 2,361.78 billion U.S. dollars.

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Turkey’s gross domestic product has been on a decline for the past years and is estimated to hit rock bottom in 2019, with a projected steep upturn afterwards. At the same time, inflation is set to peak at almost 17.5 percent the same year, and unemployment is on the rise. All in all, the figures do not look promising for Turkey, but at least estimations assume a quick recovery. However, this economic development is likely due to the political path the country has chosen in recent years, and it remains to be seen if the forecasts will prove true in the future or if Turkey’s economy needs to brace itself for a further downturn instead. *Gross domestic product as a reliable indicator?

Gross domestic product, or GDP for short, not only shows the aforementioned value; by doing so it gives an idea of the state of a country’s economy and standard of living. The higher and more stable a country’s GDP, the better its economic situation.

Since GDP is measured consistently worldwide, comparisons between countries are possible and quite reliable.

54th in the GCR* global competitiveness report the ranking counts 141 countries (spain 23 | Belgium 22)

INCOME MAP OF TURKEY Map showing the average income per inhabitant per province.

The dark red colour represents the highest incomes on average between 2700 - 3400 euro (25640 - 30895 in Turkish Lira). The light red parts represent a lower income between 2200 and 2700 euro. The lighter the colour, the lower the incomes. The highest incomes are in Istanbul. It is noteworthy, however, that at the same time Istanbul has the highest income inequality.

2700 - 3400 EURO 2200 - 2700 EURO

Istanbul

PLACE IN THE WORLDRANKING We are seeing a sharp downturn in the Turkish economy. Turkey’s place in the world rankings has also dropped over the years. This will certainly not get better given the current corona situation.

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy CURRENCY

Turkey is the country with the world’s biggest currency depreciation in the last 2 years.

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The lira - the worst performer in emerging markets this year - weakened as much as 0.5% to 8.4850 against the dollar. The currency is down 30% so far this year on concerns about possible Western sanctions against Turkey, depleted reserves, doubledigit inflation and monetary independence.

Inflation of the Lira in 2020 1 USD = 7.803 TRY in 2010 1 USD = 1,501 TRY TRY = Turkish Lira USD = Dollar

WORK SECTORS AND THEIR IMPORTANCE

52.2%

40 30 20 10

consturction

50

agriculture

The agricultural sector accounts for 11.2% of employment in Turkey.

Many different products are grown and exported all over the world.

Turkey is the world’s largest producer and exporter of hazelnuts, pomegranates, cherries, quinces and apricots. As the second largest producer worldwide, Turkey exports tomatoes, aubergines, peppers and pistachios. It also supplies more important products such as tobacco, cotton, wheat and tea.

60

industry

20.6%

AGRICULTURAL SECTOR

service

“Turkey is a leading manufacturer of agricultural products, textiles, vehicles, building materials, household electrical appliances.”

0

SERVICES + TOURISM SECTOR Tourism is a rapidly developing and important sector in Turkey. Several hotels are among the best in the world. In 2019, 24,124,501 tourists visited Turkey. For Turkey, this resulted in a revenue of $18.2 billion.

27.2%

INDUSTRIAL + CONSTRUCTION SECTOR

Textiles and clothing make up the bulk of the industrial sector with 16.3%. The clothing and textile industry accounts for 19% of total exports.

The clothing and textile industry is followed by oil refining with 14.5% of the total sector. The food industry also accounts for a large part of the sector. The emerging sector in Turkey is the automobile industry.

Turkey is the fifth largest producer of motor vehicles. In addition, the electronics sector is an important industry for Turkey. For example, Turkey is the largest TV producer in Europe.

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IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

Turkey a melting pot of people

LANGUAGE The only recognised language in Turkey is Turkish.

Approximately 90% of the population speaks Turkish. Turkish used to be spoken by the nomads, who later brought it with them to Turkey. So the Turkish language is officially descended from Mongolia.

RELIGION Turkey is named an Islamic country because the majority of its population believes in Islam. This is reflected in everyday life.

The national holidays are based on important Islamic events. In addition to Islam, the state recognises the Orthodox churches of Armenians and Greeks and Judaism.

“Turkey has been always a place with population belonging to the three main religions, Islam, Christianity and Judaism.

There are still many examples of mosques, Greek or Armenian churches and synagogues.”

Other (mostly christians and jews) 0,2% Muslim 99,8%

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Challenges vs op

pportunities

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

CHALLENGES AND OPPORTUNITIES In an in-depth study, we went further into 4 facets of Turkish society. Each of which, in its own way, creates new challenges and opportunities. First we zoom in on the many possibilities of the already existing trade under the topic: carpentry workshops, textile workshops. After that we highlight 3 pain points within the Turkish society. Starting with the oppressed position of women, followed by the shortage of childcare centres. Finally, we discuss the demand for more green space within the urban context.

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Carpentry workshops textile ateliers Traditional craftsmanship has been a prominent feature of Turkish culture for many years. Even though the demand for crafts and skills has decreased in recent decades and the number of competitors on the market has increased considerably, the number of craft workshops is still significant. For Istanbul, crafts are mainly based around metal processing, wood, glass, textiles, production and copperware.

Istanbul Textile Ateliers

Istanbul Wood Ateliers

STONEWORK The entrance of stone into Turkish handicraft started with the arrival of Turks to Anatolia. Decorative stonework covers a large area in Turkish ornamenting and has protected its place even though changes have occurred depending on the period it was used in.

WOODWORK The trees that are used for woodwork are walnut, apple, pear, cedar, ebony and rosewood and as for ornamenting techniques like inlay, painting,carvings and lattice are used.

METALWORK Metalwork has a very important place in our traditional handicrafts, has a long period of improvement. Copper which has a very important place in Anatolian art is a metal suitable for ornamenting. It has been used as apart of daily objects like kitchen utensils, jewelery, and helmets and

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as part of building like doors and door ornamenting.

Copper is the most used metal in metalwork. There are four techniques that are used in making copper utensils; pounding, moulding, turnery and milling. Copper which is currently the most processed metal has a wide span of usage as kitchen utensils with its tinning technique.

LEATHER, BONE, HORN It is possible to classify handicrafts that are made of leather, fur, horns and bones according to the materials used and their purpose of usage.

Other types of handicrafts that can be added to this category would be; making of handmade authentic leather shoes and rawhide sandals, bookbinding, shadow show puppets, utensils and wool handicrafts.

CHALLENGES AND OPPORTUNITIES Woman oppression (differences in salary) Gender has been a dimension of wage gap in various sectors. Women not only face diff iculties when entering the job market but drop-out rates for women are higher than their male counterparts due to the social roles prescribed for them such which prioritizes domesticity, child rearing and family reproduction over career.

What’s more, even if they do enter and remain in the job market, they are often paid less than men. The wage gap between men and women has been a form of discrimination experienced in both developed and developing countries and in industrial and nonindustrial countries. But this inequality is particularly pronounced in the case of Turkey.

In Turkey, the employment rates for women and men aged between 15 and 64 are 36% and 78% respectively. The risk of unemployment is also considerably higher for women.

Moreover, almost 40% of working women are not registered.This represents 30% for men. The unequal position of men and women on the labour market is also reflected in differences in income.

The average income of women is lower than that of men in almost every country. In Turkey, however, the difference is considerably higher than the world average.

Why do woman not participate in the workforce? 36% noted ‘busy with housework’.

These 11 million people who are ‘busy with housework’ are all, without exception, women.

50% of Turkish men are not involved in the raising of their children.

1/2 Turkish women are housewifes.

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More than than 50% of Turkish women don’t have their own bank accounts.

1/3 of the woman aged between 15 and 24 are not studing of working.

Only 8%* of Turkish men are changing their child’s diaper. * However, fathers between the ages of 25-35 are more involved in caring for their children than older fathers.

80% of high school graduating students are men. This also applies to universities.

66% of Turkish women have already been victims of domestic violence.

According to the data of 2020, 36 percent of women have not heard the word ‘feminism’ before.

The proportion of women who have never worked in an income-generating job in their lifetime is 46.1 percent. One fourth of women who have worked before but quit their job are due to 'marriage and housework responsibilities'. 14 percent of them "no care support for children", 5 percent "no fatherspouse-family leave".Among the reasons why women who stopped working now are "lack of child care support" with 23 percent.

Honour Killings

Def inition: “Honor killings are acts of vengeance, usually death, committed by male family members against female family members, who are held to have brought dishonor upon the family. A woman can be targeted by (individuals within) her family for a variety of reasons, including: refusing to enter into an arranged marriage, being the victim of a sexual assault, seeking a divorce—even f rom an abusive husband—or (allegedly) committing adultery.

The mere perception that a woman has behaved in a way that “dishonors” her family is suff icient to trigger an attack on her life.”

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Violence against women and so-called “honour” killings is a deeply rooted and prevalent issue in Turkey.

According to a 2009 study on prevention strategies, 42% of Turkish women aged between 15 and 60 had suffered some physical or sexual violence by their husbands or partners. Every year, the problem is getting worse: in 2019, 474 women were murdered, mostly by partners and relatives, the highest rate in a decade in which the numbers have increased every year. The figures for 2020, affected by coronavirus lockdowns, are expected to be even higher.

Violence against women is a problem everywhere. In Turkey we have a strong women’s rights movement but we also face a lot of opposition,” said Fidan Ataselim, “In the last 20 years society has changed a lot: more women are demanding their right to work and go to university.

The more choices we have, the more intense the backlash gets.”

Turkey was the first country to present a European convention on gender-based violence and domestic violence, a groundbreaking legal framework designed to protect victims and effectively prosecute offenders, known as the Istanbul Convention.

Since then, however, even basic rights and protections won by Turkish women have come under threat as Recep Tayyip Erdoğan’s conservative Justice and Development party (AKP) has tried to roll back legislation politicians say threaten traditional family values.

In July 2020, when once again a young Turkish women was murdered by her ex-boyfriend, a movement began in social media Instagram between Turkish women. Women started to share their photos in black and white to show their sorrow and reaction against women violence and murder and this movement went beyond the borders and reached all over the World even to the world-wide known celebrities.

PLACE FOR REFUGE TO WOMEN: MORÇATI Mor Çatı Women's Shelter Foundation was founded in 1990 by feminists to combat violence against women. In Purple Roof, the fight against male violence is carried out based on feminist methods and it is aimed to enable women to live in free and equal conditions and to be able to establish a life away from gender-based discrimination and male violence. It is thought that male violence stems from the inequalities that exist between men and women in society and that it is necessary to fight against inequalities by strengthening women's solidarity.

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For this purpose, social work is carried out to empower women in the solidarity center and the shelter. In addition to establishing oneon-one solidarity with women, the practices of national and international conventions, laws and regulations are monitored and reported, and decision-makers are offered recommendations on the necessary policies in order to combat violence and ensure gender equality. Workshops are held with women's organizations, non-governmental organizations, bar associations and municipalities working in the field of violence to share knowledge and experience in the field. Through campaigns and actions in solidarity with national and international women's organizations, the struggle against patriarchy is made for women to establish free and independent lives.

CHALLENGES AND OPPORTUNITIES Challenge: daycare issues + education The second challenge is closely linked to the previous one.

As already mentioned, 1 of 4 Turks is under the age of 14.

This causes problems in terms of daycare. In Turkey, daycare centres and playgroups are private.

In Istanbul, the prices for daycare are between 130 and 770 euro. The Turkish government provides a contribution of 70 euro for each working mother. However, this is far from enough. Concerning the minimum wage of 250 euro, in Turkey and compared to the current daycare prices, the subvention doesn’t meet the needs.

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Thus, it forces mothers to quit their jobs and to take care of their children at home.

Kadıköy / Istanbul daycare and preschool centers

CHALLENGES AND OPPORTUNITIES Challenge: demand for green areas (sustainability)

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Istanbul has fallen victim to uncontrollable urbanisation.

The metropolis has degenerated into a monolith consisting of concrete. In some parts of the province it is even diff icult to see a single tree, not to mention a park. According to recent studies, the public green space in the city should be at least 10 square metres for each of its inhabitants. This minimum contrasts sharply with the European average, where each inhabitant has an average of 20 square metres at their disposal. In Turkey, this ratio is only 6.4 square metres.

Kadıköy / Istanbul daycare and preschool centers

Turkey is known for its many small family businesses.

Unfortunately, 'Turkey and sustainable entrepreneurship' is often a contradiction. While the Turkish economy is booming, ecological challenges are also growing. What follows is a look at ecological awareness, entrepreneurship, opportunities and challenges in the field of sustainable entrepreneurship in Turkey.

Nature conservation and organic food are the two themes that raise the most awareness in Turkey. Jeremy Pingul, a sustainable entrepreneur in Istanbul, explains. "Most Turks have family in the countryside, in the mountains or near the sea.

Because of this, they are connected to nature and appreciate fresh and quality food".

Luckily, unlike in Europe or the USA, not everything has yet been tried in Turkey. Most sustainable sectors are underdeveloped. So there is scope to implement in Turkey sustainable business models that have proven their success in the West. For example, the potential for energy efficiency or recycling is huge in Turkey. In addition, ecotourism is promising, given the steady flow of European (environmentally conscious) tourists to Turkey.

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Turkish Competi

itors

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

IKEA IN TURKEY

HISTORY + COMPETITORS

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Turkey has 5 Ikea shops. In 2005 the very first Turkish ikea was opened in Istanbul. Their success is undeniable and will probably continue to grow. This is partly due to the fact that few can compete with them.

BRAND POSITION

Ikea stores Turkey

Ikea stores Istanbul

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Online Survey

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

ONLINE SURVEY

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In order to cross-reference our findings from the literature with the reality, an online survey was used within the framework of this study and lasted for about 3 months.

85 Turks who live in Istanbul or have a close affinity with the city participated. The results can be found on the following pages.

0.1 Profile of the interviewee - gender?

39,0% male

61,0%

female

More women participated in the survey, which is considering our research a very close representation of the reality.

0.2 Profile of the interviewee - age?

47,0%

32,0%

23,0%

26 - 35 y/o

0 - 25 y/o

36 - 99 y/o

The main target group of ikea, late twenties - early thirties, were also the most important group in our survey.

Followed by the young Istanbul population.

Again understandable since this is the largest group of population in Turkey.

Those aged 36 and over comprise the smallest group.

0.3 How do you experience the brand “IKEA”??

91%

9%

The highest precentage of those surveyed (39%) gave the brand an 8 out of 10 score and 6% rated the brand itself with the maximum score of 10/10.

The lowest score obtained was 2 out of 10 and was mentioned by only 1 interviewee.

0.4 Have you already visited the physical store?

100%

All those surveyed have already visited the physical store and or made a purchase at IKEA.

PURCHASES PLATFORMS

0.5 How often do you purchase new furniture?

2,0%

1/week

21,0%

1/month

42,0% 1/year

17,0%

every 2-3 yrs

18,0%

every 5-6 yrs

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

0.6 On which sales platform do you prefer to buy your furniture?

86,0%

In the physical IKEA stores

21,0%

Online sales through the IKEA website

6,0%

Through the catalog to then later purchase the items in the store or online

The average Turk buys new furniture once a year. However, important to note is that they purchase home accessories and consumer goods way more frequent.

Despite the growing success of online sales, the physical store remains the preferred place to buy IKEA goods with 86 percent of the votes.

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FAVORITE FREQUENT

0.7 What is your ...

favorite furniture brand most purchased furniture brand

1

2

3 1 IKEA

2 BELLONA

3 VIVENSE

4

5

6 4 CASA 7

5 ISTIKBAL 8

6 KELEBEK 9

7

8

9

vs

When asked ‘what is your favourite furniture brand?’ ikea and enza home come first. Kelebek and HAMM score DOĞTAŞ

HAMM

ENZA HOME

lowest.

However, when we turn the question around on the other hand, ‘of which brand do you own the most furniture’?

We see that here too IKEA is a frontrunner. Vinvense that is so high on the ranking list has disappeared. And has made way for istikbal (traditional style).

SELECTION REQUIREMENTS

0.8 What do you consider most when buying furniture? (ranking)

1

2

3

4

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

5

6

7

Quality

Price

Design

Brand

Different design

Tailored to me

Communication (friendliness of the seller)

The top 3 consists of: 1. Quality 2. Price 3. Design. In summary, the three main assets that ikea embodies.

It is also striking that customer experience, against expectations, scores remarkably low.

HOW WE WANT TO LIVE HOW WE LIVE

0.9 What does your ... ideal livingroom look like? current livingroom look like?

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IDEAL

LOOK + FEEL

CURRENT

4%

1%

10%

28%

48%

18%

34%

30%

13%

4%

6%

22%

Many of the Turks do not live the way they would like to. For them domesticity and cosiness are key.

For the lion's share of Turks, the television plays the main role in the living room, which they would prefer to see differently. Their dream interior is not expensive but cozy and homey.

COLORS CRITERIA

10. Which colorrange do you prefer for the furniture?

2,0%

vibrant colors

53,0%

neutral tones (white, beige, cream)

24,0%

natural tones

16,0% dark tones

5,0%

multicolor / pattern

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

11. What criteria do you consider to be paramount when purchasing furn

84%

STANDARD QUALITY STANDARD PRICE DO IT YOURSELF INSTALLATION

16%

HIGH QUAL HIGH PRICE DESIGNED E

Neutral and natural colors, like beige, brown, cream and white, are the most preferred.

niture?

LITY + SERVICE E ESPECIALLY FOR YOU

Price is the most important criteria.

The self-assembly of the furniture and accessories is therefore gladly included if it allows the price to drop.

FAVORITE PRODUCTS MISSING PRODUCTS

12. What is your favorite product / most purchased product at IKEA?

31,0%

Furniture

29,0%

Accessories

40,0%

Organizers (hangers, boxes, etc)

13. What are the products you believe you can't buy at IKEA yet and are

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

Top 10 Answers: 1. I don't experience anything to be lacking

6. Artistic accessories

2. Electronic devices (e.g. television, gaming sets)

7. A larger lighting ran

3. Toys

8. Ventilators

4. Technical appliances (e.g. water heater)

9. Bed linens suitable

5. Books and magazines

10. Larger carpets / ru

When people think of IKEA, they mostly think of furniture. Yet within the Turkish community, this is not the favorite product category. Turks prefer to buy organizers at IKEA. Smaller goods such as organizers and accessories represent almost 70% of sales.

missing there?

nge

It is notable that the majority of those surveyed indicated that nothing was missing from the offerings. What they

e for any bed size

miss are mostly smaller items that do

ugs

not belong to the furniture section.

CONCLUSION TURKISH SURVEY - BRINGING IKEA TO THE CITY

1 2

The objective of this research:

To investigate if IKEA's strategy of bringing IKEA to the ci suitable for the Turkish Market.

Approach:

Research by means of 13 questions in order to get a bette

understanding of the needs and wishes of the Turkish po with regard to the IKEA offer / strategy

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

3

Findings:

The majority of Turks prefer IKEA over other furniture bra

Price, quality and design are the most important parame

Turks indicate that they purchase new furniture only 1x p

and this is also applicable to their IKEA visits. However, th

buy smaller goods several times a year. Accordingly, the

of visitors would be higher if the store was located in the

center and offered mainly smaller products such as orga and accessories.

ity is

er

opulation

ands.

eters.

per year

hey do

e number

e city

anizers

© Lo ui s e Sm i t s - Aysu B a s to nc u © o n l y fo r a c a d em i c p urp ose s El i sava - M a ster Re t a i l D es i gn - Be l gi um - Turkey

Diagnosis and st

trategy

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

70

2.2

DIAGNOSIS + STRATEGY : KADIKÖY Proposal of the targetgroup : mothers Proposal of the products + services (daycare) Collaborations (local workplaces, products)

I. Kadiköy: a new location, a new target audience

KÄDIKOY

71

KÄDIKOY IN FACTS 1.

DEMOGHRAPHY Kadiköy has a population of 582,713, 60% of whom are women and 40% men. The average age is between 45 and 59 years. In addition, there is also an ageing population which is much higher than in other regions.

Map with the population density of Kadiköy

The average household income in Kadiköy is 9.000 turkish lira above the average of Turkey and Istanbul in general.

Purchasing power: In Istanbul Kadıköy has the second highest in-come level.

Consumers education level: primarily university graduated Secondly high school graduated people Consumers: between 25-65 who are married and have a child or grandchild/mainly

2.

ECONOMICS

© Lo ui s e S m it s - Ays u B a s to n cu © o nl y fo r a c a d em i c pu rpose s El i s ava - M a s ter R et a i l D e si g n - Be lg i um - Tu rkey

3.

ACTIVITIES E.g. Theatre (cultural activities), shopping, restaurants, bars 4-main shopping street Bahariye 7-fish and vegetable street bazaar,..

72

4.

TRANSPORTATION 1-metro 2-ferry 3-metrobus 4-autobus 5-marmaray 6-taxi 7-pedestrian 8-bike

Bike roads of Istanbul.

Marked area is Haydarpaşa/Kadıköy.

We can offer bike rotes and stops inside our site too for children maybe.

5.

GREENERY AND DAYCARE There are not enough places for children and you can see there are only few green areas.

Children playgrounds in Kadıköy center.

Even when people send their children to a kindergarten or childcare center , they usually close at latest 6pm but most of the jobs end at earliest 6pm so they have no time to pick their child or at home on time. Thus, the school service can leave the children ikea area and they can be benef ited f rom childcare or kindergarten services or just playground of the ikea till their parents come to pick up them and with this way we may attract more people even in weekdays because while they come to pick their children up they might sit ikea restaurant or buy smth in meantime.

73

IKEA TURKEY | ISTANBUL Research - Analysis Diagnosis + strategy: Kädikoy

I. A collaboration with the local arts and crafts.

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Industrial engineers f rom the Technical University of Turkey have set up an extremely interesting project. They visited all the artisans of Istanbul and mapped it out both literally and f iguratively. The “Crafted in Istanbul Project” could be used as a starting point for our IKEA’s strategy.

In this way, the small artisans, who the culture of Turkey so desperately needs, are not trampled underfoot by a giant competitor like IKEA. IKEA and the local craftsmen can work together and influence each other in a positive way.

IKEA wants to come closer to the people.

Firstly, traditions and customs play a very important role in the life of the average Turk. “Turkish society is very close. If you want to change one person, you have to change an entire society”. Young people learn to behave as they should. Society does not appreciate deviant behaviour.

Secondly, and more specif ically, there is a general aversion to new ideas and business concepts. “Before starting their own business, Turks want to be sure that their business model works. They are af raid to fail.”

u i se S mi m i t s - Ays u Ba B a ssto n ly c ad e em urp os e s © Lo ui to nc u © o nl y fo r a ca mii c p u rp ose E l iis ava - M a ster s ter Re Rett a iill D De g n - B el gi g iu um El sava essiig m - Turkey

What can IKEA d

do? strategy

© Lo ui u i sse e Sm S m i t s - Aysu Ays u B a ssto to nc u © o n lly y fo r a c a d em i c p urp ose os e s El E l iissava ava - M a ster s ter Re Rett a iill D De essii gn g n - Be B ell gi g i um - Turkey

IKEA HAS TO FACE WOMAN OPPRESSION*

*The biggest challenge for Turkey is to address gender

inequalities. How can IKEA help with this? How can IKEA help

build a better future for all?

2 CHALLENGES** 1. NO AFFORDABLY DAYCARE

2. NO EQUAL CHANCES

**It is a challenging issue where both the shortage of affordable childcare and the inequality in the labor market must be addressed.

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

provides a for a more sustain that will be for eve

a service

nable way of life affordable eryone

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

1. JOBS

1

IKEA

COLLABORATES WITH LOCAL ARTISANS 2

LOCAL ARTISANS EXCHANGE THEIR KNOWLEDGE THROUGH WORKSHOPS THR

3

ROUGH WORKSHOPS

WOMEN GET EMPOWERED

Through the exchange of knowledge, time-honored tradition is not lost and the ikea house becomes a place for development, education and mutual inspiration.

2. IN-HOUSE DAYCARE* KNOWLEDGE MUST BE SHARAD AND SPREAD Mothers are trained as teachers and can take turns caring for the children.

Organised after-school care will raise the

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level of education.

AFFORDABLE “IN-HOUSE” DAYCARE Those who work at IKEA can bring their children to work.

*“The intention is to promote well-being at work and quality of life for parents by providing the best possible care for children and their families.”

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Can the same str country that is n

We put it to the test and investigated Barcelona analo

rategy work in a not Turkey? gously to the Turkish research.

87

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IKEA in Spain

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SPAIN

03

IKEA SPAIN | BARCELONA Research - Analysis Diagnosis + strategy: El Born

Within Southern Europe, Spain is the largest country by area. If you look at the number of inhabitants, Italy is larger. Italy has about 25% more people than Spain.

Should you include Turkey in Southern Europe, that country would pass Spain on both counts. Because only a small part of Turkey lies within the continent of Europe, this country is generally not counted as Southern Europe.

Bilbao

Zaragoza

Barcelona Madrid

Valencia Palma

Sevilla

Murcia Malaga

Spain consists of 17 autonomous regions and 2 autonomous cities (Ceuta and Melilla). The autonomous communities have varying degrees of autonomy. Barcelona is the second largest city in Spain after Madrid. The city is located in the Spanish autonomous region of Catalonia in the province of Barcelona.

© Lo ui s e Sm i t s - Aysu B a s to nc u © o n l y fo r a c a d em i c p urp ose s El i sava - M a ster Re t a i l D es i gn - Be l gi um - Turkey

Spain in facts

3.1

IKEA SPAIN | BARCELONA Research - Analysis Diagnosis + strategy: El born

SPAIN IN FACTS

DEMOGRAPHY

The total population of Spain is around 47 million. This is about 2/3rds of the Turkish population.

When we look at the relationship between the urban and the rural Spanish population, we notice that in the last 70 years the urban population has increased considerably. A similar phenomenon can also be found in Turkey.

In 1955, Spain had about the same number of rural population as urban population. Anno 2021 81% of the population lives in the city and only 19% in the countryside. However, it should be noted that this trend has not increased as much in the past 2 years.

GENDER BALANCE

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In 2020 Spain had 47 million inhabitants, of whom 23,197,625 were men (49,1%) and 24,132,356 women (50,9%). Spain has about 1 million more women than men. We also notice this trend in Turkey.

TOTAL FERTILITY RATE (TFR)

Spain's fertility rate has declined dramatically in recent decades. Between 1955 and 1975 we noticed a remarkable growth in the number of births. At its peak, the TFR was at an average of 2.8 births per Spanish woman. After that, it went downhill. In 2000, the TFR reached a record low with barely 1.3 births per Spanish woman. Twenty years later, in 2021, this figure has risen slightly again to 1.4.

Less youth more gray population

IKEA SPAIN | BARCELONA Research - Analysis Diagnosis + strategy: El born ECONOMICS

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

Spain’s economic freedom score is 66.9, making its economy the 58th freest in the 2020 Index. Its overall score has increased by 1.2 points, due primarily to a higher fiscal health score. Spain is ranked 31st among 45 countries in the Europe region, and its overall score is slightly below the regional average and well above the world average.

The Spanish economy has been rated moderately free for nine years. GDP growth has decelerated in the past two years as private consumption growth has slowed slightly and external demand has softened more significantly.

The principal obstacles to greater economic freedom in Spain are the lack of labor freedom and, especially, the size and the cost of government.

If government spending and related sovereign borrowing were reduced, a liberated private sector could boost growth and employment.

Unfortunately, the socialist government has proposed an ambitious plan for new spending programs as well as rollbacks of the last center-right government’s labor code reforms.

WORKFORCE DISTRIBUTION

Sin Spain’s diversified economy includes manufacturing, financial services, pharmaceuticals, textiles and apparel, footwear, chemicals, and a booming tourism industry.ce returning to democracy in 1975, Spain has become the eurozone’s fourth-largest economy.

4,5 % Agriculture

24,7% Industry

70,7% Services 26,83% Unemployed

TYPES OF SPANISH PEOPLE

Other 0,7minorities % Other minorities Basque 1,6 % Basque Gallician6,4 % Galician Catalans16,9 % Catalans Castillan 74,4 %Spanish Castilian Spanish

© Lo ui s e Sm i t s - Aysu B a s to nc u © o n l y fo r a c a d em i c p urp ose s El i sava - M a ster Re t a i l D es i gn - Be l gi um - Turkey

Challenges vs op

pportunities

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IKEA SPAIN | BARCELONA Research - Analysis Diagnosis + strategy: El born

CHALLENGES AND OPPORTUNITIES In the following paragraphs, we will elaborate on 4 facets of the Spanish society. The first 3 were chosen by analogy with the Turkish research. By examining the same themes analogously we will look for similarities and differences between both cultures. It quickly becomes apparent that what is an opportunity in one culture is a challenge in the other.

The fourth and final facet, deals with an intrinsic element of Spanish culture called ' eating habits and food culture '.

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

Chain stores vs the great local artisans Like Turkey, Spain is rich in crafts and traditions. The lion's share is located in the city centers and have time-honored traditions. Thus, the processing and production of tiles is a clear testimony to Spanish history and popular life. However, the weight of crafts in society is on the decline. We also noticed this trend in Turkey but unfortunately it has already evolved further in Spain. Due to the weak position of the Lira, traditional workshops remain very popular in Turkey. Since this problem does not exist for the (Spanish) Euro, the crafts in Spain are much more threatened by the big players. As PIMEC, Micro Small and Medium Enterprises of Catalonia, explains "The effect on local and nearby trade in the municipalities is clearly affected when a commercial operator establishes a large establishment outside the consolidated urban fabric.'

CHALLENGES AND OPPORTUNITIES The position of women in Spain anno 2021

SPANISH CIVIL WAR

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1936 - 1939 During and after the Spanish Civil War, General Francisco Franco and his supporters had a clear vision of ideal Spain.

At the foundation of the fatherland envisioned by Franco’s regime stood fundamental Catholic values, strict societal roles and restricted rights for women.

The position of women repression. Even in Spa less than half a centur womanunf riendly law women are still paid le doorstep has not disap domestic responsibilit

FRANCOIST SPAIN

1939 - 1978 Spanish social and legal values embraced a code of morality that established standards of sexual conduct for women and severely restricted career opportunities for them. On the contrary, it honored their role as wives and mothers. Moreover, it prohibited divorce, contraception, and abortion. Ironically enough, it permitted prostitution.

In addition, during the Franco years, marriages had to be canonical. That means it had to be performed under Roman Catholic law and regulations, even if only one of the partners was Catholic. Without a husband’s approval, a woman was prohibited from almost all economic activities, including employment, ownership of property, or even traveling away from home. The law also included definitions of crime such as adultery. In other words, extramarital sex. Desertion from husbands was considered to be a crime as well.

n is considerably better in Spain than in Turkey, no honor killings and strict ain though there is still room for improvement. It is almost hard to comprehend that ry ago in a prosperous and f irst-world country like Spain there were such s. The laws have disappeared but the inequality is still there. Though less visible: ess than men for the same work. And the traditional role of the mother at the ppeared either. Many Spanish women are going to work away f rom home but the ties do not disappear with it.

d

d

REFORMATION

NOWADAYS

1975.1978.1981

1981 - ...

Significant reforms began shortly before Franco’s death, and they have continued at a rapid pace since then. The husband’s permission rule was abolished in 1975, laws against adultery were canceled in 1978, and divorce was legalized in 1981.

In recent years, the role of women has largely increased in Spain, especially in politics. New laws have officially eliminated all kinds of discrimination.

Although Spanish women are quickly approaching their European counterparts, and the younger generations perceive machismo as outdated, the macho culture is still present to some extent. Women in Spain are paid 13% less in public sectors and 19% less in private sectors than men. Although they are portrayed in media as balanced in power with men, their traditional roles as homemakers and mothers subordinate to men are still visible.

© Lo ui s e Sm i t s - Aysu B a s to nc u © o n l y fo r a c a d em i c p urp ose s El i sava - M a ster Re t a i l D es i gn - Be l gi um - Turkey

CHALLENGES AND OPPORTUNITIES Challenge: daycare issues + education In Spain the age for compulsory education is six years old. Many children, especially for those up to three years old, are looked after by their family members. On the other hand, there is a high enrolment rate for nurseries and pre-schools in the age group between three and f ive.

In Spain childcare service is usually of excellent quality, no matter in a kindergarten (Guarderias), a nursery, or a pre-school. There is not much difference between a kindergarten and a nursery, despite a kindergarten usually only accept children over three months old. Children can usually stay in a nursery for the whole day. A typical state nursery can cost you around EUR250 per month, including a meal.

*In many cities and towns in Spain, there is a short-

The Government of Spain claims to offer suff icient preschools to all children between three and f ive years old f ree of charge.

age of state run nurseries.

The main criteria for a

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

child to be accepted in a state school nursery is low income, proximity between home or work and

Even though pre-school is not mandatory in Spain, the average Spaniard prefers not to keep his children at home but to send them to kindergarten. This is in contrast to Turkey, where people keep their children at home as long as possible.

the nursery, and if your child already has siblings at the institution.

Since obtaining a nursery place is subsidised by the state and places are predominantly given to the low income families, many parents turn to the private sector instead.

Also noteworthy is the monthly price difference between a Turkish nursery and a Spanish nursery. In Turkey you pay on average one quarter more than in Spain. Which is striking when you know that the incomes in Turkey are on average a lot lower than those in Spain.

This is because Turkey does not subsidize crèches * whereas Spain does. In addition, Spain also has private daycare centers that fall in the same price category as the Turkish crèches.

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

The Spanish legal foundation on working time does not create a favourable atmosphere for employees to reconcile their work and family responsibilities. This study outlines the institutional f igures that permit Spanish employees to reduce or redistribute their working hours; in addition to illustrating some of the differences with other European workers.

In Spain, the lack of social awareness regarding reconciliation of labour and family life is apparent in that its regulation does not emerge f rom an initiative of the Spanish parliament, but rather, results f rom the transposition of guidelines established by the international and European communities. Therefore, Spanish employees having family responsibilities f ind it harder to achieve a balance between work and family as compared to their colleagues in Denmark, the Netherlands, Sweden or Germany. Furthermore, Spanish data f rom 2005 to 2014 has been analysed in order to determine if a change in trend has occurred with regards to reconciliation or if, onthe contrary, we are witnessing the perpetuation of traditional men and women role

Why Women’s Day was such a runaway success in Spain On March 8 there was a general strike and an unprecedented demonstration that trumped those in all other countries.

Hundreds of protests took place across the country in a general 24-hour strike, and the march’s success placed Spain at the cutting edge of the global movement.

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

INTERMEDIATE CONCLUSION

Gender

in equality in

Spain

is not fostered by

a shortage of

daycare centers

How can IKEA support Spanish women?

Other challenges / opportunities that the country has to offer

CHALLENGES AND OPPORTUNITIES Opportunity: eating habits and food culture It is simply impossible to understand Spain without understanding its food. Food to a Spaniard is a source of pride, a way to live; it is central to their identity.

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

The Mealtimes and Culinary Customs of Spain 1-Breakfast (El Desayuno) 2-Little Meals (Tapas) 3-Lunch (La Comida) 4-Snack (La Merienda) 5-Dinner (La Cena) 6-After Dinner

The Mealtimes and Culinary Customs of Spain could be devided in 6 categories Breakfast (El Desayuno) : A typical breakfast might include café con leche (strong coffee with hot, frothy milk), bollos (sweet rolls) with jam, toast with jam or mild cheese, or simply "Maria" crackers dunked in hot milk.

Generally, breakfast in Spain is eaten at home, before dashing off to work or school.

Little Meals (Tapas) : Tapas are eaten well after breakfast but before the big mid-afternoon lunch. They are small plates like canapés or finger food and may be warm or cold dishes. Tapas time generally includes bar-hopping to taste wine and chat.

Lunch (La Comida) : The midday meal or la comida, as it is called in Spain, is the largest meal of the day. It is definitely a big meal and typically includes multiple courses and wine.

Snack (La Merienda) : The late-afternoon snack in Spain is called la merienda. It is necessary since there are typically five or six hours between lunch and dinner.

Dinner (La Cena) : Dinner (la cena) is a significantly lighter meal than lunch. It is generally eaten between 9 p.m. and midnight.

After Dinner : Spaniards are night owls. The typical Spaniard does not get to bed until around midnight.

On the weekends, holidays, and during the summer months, it is not unusual for a Spanish family to turn in after 3 a.m. So, after the late-night dinner, Spaniards continue their socializing in neighborhood cafés and taverns or go out to a nightclub or pub.

© Lo ui s e Sm i t s - Aysu B a s to nc u © o n l y fo r a c a d em i c p urp ose s El i sava - M a ster Re t a i l D es i gn - Be l gi um - Turkey

Diagnosis and st

trategy

© Lo ui s e S m it s - Ays u Ba sto n c u © o nl y fo r a c a d e m ic p u rp os e s E li s ava - M a s te r R et a i l D es i gn - Bel g iu m - Tu rkey

IKEA SPAIN | BARCELONA Research - Analysis Diagnosis + strategy: El Born

3.2

DIAGNOSIS + STRATEGY : EL BORN Proposal of the targetgroup : mothers Proposal of the products + services (daycare) Collaborations (local workplaces, products)

Ciutat Vella the historic center of Barcelona It includes the neighborhoods of Barri Gòtic, full of sights and monuments, El Raval and El Born. Also the originally fishing neighborhood La Barceloneta and the old part of the port of Barcelona belong to this district.

Ciutat Vella is cut vertically in half twice by La Rambla and by Via Laietana. The district offers a very wide range of stores, restaurants and nightlife.

CIUTAT VELLA (EL BORN)

BARCELONA = the capital of the autonomous comunity of catalonia of Spain and the second largest city in Spain

BARCELONA IN FACTS 1.

DEMOGHRAPHY BCN Barcelona has a population of 5.585.556 of which 47.5% are men and 52.5% are women.

63.4% of the population is in the age group between 18 and 64 years and 21.5% is 65+.

Age distribution in Barcelona

2.

POPULATION CULTURE BCN 62% of the inhabitants of Barcelona were born in Catalonia, while almost 24% come from other areas of Spain. from Pakistan, Italy, China, Ecuador, Bolivia, and Morocco. Barcelona is home to Spain's largest Jewish community with about 3,500 Jews.

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3.

ACTIVITIES BCN Barcelona is a leading cultural, sports, economic, tourism, arts, science, fashion, and commerce center. It's the fourth most economically powerful city by GDP in the European Union and the 35th in the world, and one of the world's most prosperous city brands.

CIUTAT VELLA - EL BORN IN FACTS 1.

DEMOGRAPHY EL BORN Old (65+)

12,3%

Older adults (40-46 y/o)

32,8%

Young adults (25-39 y/o)

35,5%

Young (15-24 y/o)

10,6%

Children (0-14 y/o)

10,1%

Figures show that El born is home to many late twenties early thirties. Which is perfect since this is just the age category IKEA is targeting. However, what does make us wonder is the number of young people (this is significantly lower than Kadikoy where the younger generation (younger than 24 y/à-o) represents 30% of the population. This could potentially create new challenges in the future.

2.

ACTIVITIES EL BORN El born is the place to be for tallers, start-ups, co-working spaces.

Espai Born de Creacio - co-creation space for artists to rent and develop their work.

Studiostore - studiostore is an open space dedicated to promote Design and Creativity.

IKEA SPAIN | BARCELONA Research - Analysis Diagnosis + strategy: El Born

IKEA IN TURKEY

DAYCARE + ARTISANS No location is more suited to a collaboration with local crafts and studios than El Born. On the map below, we indicated some of the arts and crafts.

Daycare does not pose much of a problem in Barcelona; for example in El Born there are plenty of centers. Only for children under 3 years old the offer would be greater when bigger.

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

LOCAL ARTISANS

*Kindergarden Ciutat Vella

*Daycare Ciutat Vella

*Kindergarten programs do not incorporate child care services, whereas day care centers primarily focus on offering child care programs for parents. The child care programs may be early morning or after-school programs, as well as full-day child care for infants, toddlers and older children.

© Lo ui u i sse e Sm S m i t s - Aysu Ays u B a ssto to nc u © o n lly y fo r a c a d em i c p urp ose os e s El E l iissava ava - M a ster s ter Re Rett a iill D De essii gn g n - Be B ell gi g i um - Turkey

What can IKEA d

do? strategy

© Lo ui u i sse e Sm S m i t s - Aysu Ays u B a ssto to nc u © o n lly y fo r a c a d em i c p urp ose os e s E l iissava ava - M a ster s ter Re Rett a iill D De g n - Be B ell gi g i um - Turkey El essii gn

IKEA HAS TO FACE IGNORING INEQUALITY*

SEXO Del lat. sexus

sexo débil 1. m. Conjunto de las mujeres

sexo fuerte 1. m. Conjuncto de los hombres

2 CHALLENGES** 1. THREAT TO LOCAL TRADE

2. “FALSE” GENDER EQUALITY

* Gender inequality is seemingly non-existent in Spain. However, gender inequality is also present here only more hidden and less pronounced.

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provides a for a more sustain that will be a for eve

a service

nable way of life affordable eryone

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

1. JOBS

Togheter we shape a better Barcelona for everyone

Local artisans work

togheter with women.

The same opportunities for everyone. By sharing knowledge, we can enrich each other.

Gender equality is supported and actively displayed and promoted on social media.

1

COLLAB

LOCALS

2

3

EXCHANGE KNOWLEDGE

EMPOWER WOMAN

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

2. PLATFROM FOR LOCAL ARTS LET’S

MAKE NOISE

LET’S

CREATE AWARENESS

“Let’s use IKEA’s voice to make some noise.”

“Using social media as an on-line translation of the off-line knowledge exchange. Where woman and artisans of both sexes show their work and knowledge."

© Lo ui u i sse e Sm S m i t s - Aysu Ays u B a ssto to nc u © o n lly y fo r a c a d em i c p urp ose os e s El E l iissava ava - M a ster s ter Re Rett a iill D De essii gn g n - Be B ell gi g i um - Turkey

a better ev for eve

veryday life eryone

© Lo ui s e Sm i t s - Aysu B a s to nc u © o n l y fo r a c a d em i c p urp ose s El i sava - M a ster Re t a i l D es i gn - Be l gi um - Turkey

THANK YOU

© Lo u i se S m i t s - Ays u B a sto nc u © o n ly fo r a c a d em i c p urp os e s E l is ava - M a s ter Ret a il De si g n - B el g i um - Turkey

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