IKEA's newest SPRIDD collection is targeted at Millennials who live adventurous, "nomadic" lifestyles.
The collections graphics and colors heavily emphasize the fact that it was designed specifically for younger demographics. Each furniture piece, houseware item and accessory is bold in color and wildly patterned, leaving no room for the minimalism and streamlined designs that IKEA most often features. The brand explains that the SPRIDD collection was designed for "free thinkers and today's modern nomad," and although it does not explicitly state that it is for Millennials – the intention with this statement is quite clear.
The SPRIDD collection is IKEA's attempt at further targeting a demographic that often takes advantage of the brand's affordable and easily put-together designs.
Millennial-Targeting Furniture Collections
IKEA's SPRIDD Was Creared for Nomadic Lifestyles
Trend Themes
1. Millennial Lifestyle - Disruptive innovation opportunity: Develop customizable furniture and accessories that cater to the adventurous and nomadic lifestyles of Millennials.
2. Bold and Colorful Designs - Disruptive innovation opportunity: Create furniture collections with vibrant colors and wild patterns to appeal to younger demographics seeking unique and expressive home decor.
3. Affordable and Easy-to-assemble - Disruptive innovation opportunity: Innovate in the furniture market by offering affordable and easily assembled designs that specifically target Millennials seeking functional and budget-friendly options.
Industry Implications
1. Furniture - Disruptive innovation opportunity: Explore novel materials and design concepts to create furniture collections that cater to the needs and preferences of Millennials adopting nomadic lifestyles.
2. Home Decor - Disruptive innovation opportunity: Develop a range of bold and colorful home decor items such as housewares and accessories to meet the demand of younger demographics looking for unique and expressive design elements.
3. Design Services - Disruptive innovation opportunity: Offer design services that focus on providing affordable and easily assembled furniture solutions for Millennials who value convenience and budget-friendly options.