Dekochari is the new craze for decorating bicycles that is sweeping Japan, and I predict Trend Hunter. It's the kids' version of pimping out your truck, only it's done with bicycles.
In Dekochari, nearly everything is used to decorate a bicycle, from flags to horns, lights (check out the lights at night) and wheels. Most prominently, however, plywood boxes are constructed to surround the bicycle.
Implications - Customization has become immensely popular amongst consumers because it allows them to have mainstream items that carry qualities designed specifically for that user. Crazes such as Dekochari have managed to feed the consumer's desire to be unique while still managing to fit into a particular behavioral tribe.
Pimped-Out Bicycles
Dekochari Pedal Craze Sweeps Tokyo
Trend Themes
1. Customized Bicycles - Opportunity for businesses to offer customizable bicycle options and accessories to meet the growing demand for personalized transportation.
2. Youth-focused Decorative Trends - Potential for industries to create products and services targeting the growing trend of youth-led decorative trends like Dekochari, allowing young consumers to express their individuality.
3. Eco-friendly Bicycle Decor - Innovative opportunities exist for businesses to develop sustainable and eco-friendly decorative accessories and materials for bicycles, aligning with the increasing demand for environmentally conscious alternatives.
Industry Implications
1. Bicycle Manufacturing - Disruptive innovation opportunity for bicycle manufacturers to incorporate customization features into their product lines and tap into the growing popularity of personalized bicycles.
2. Youth Fashion and Accessories - Opportunity for the fashion and accessories industry to create and market decorative products specifically targeting the youth market, inspired by trends like Dekochari, to meet their desire for self-expression.
3. Sustainable Materials and Design - Potential for the eco-friendly materials industry to provide sustainable alternatives for bicycle decorations, such as biodegradable and recyclable materials, in response to the demand for environmentally conscious choices in Dekochari and similar trends.