CoP: Essay Chapter 2 Draft

‘Mass culture and globalization resulted in an evolution of the marketplace into a wondrous array of subtle formats.’ (Manvelli, J. 2006, P.6) It is the digital and technology revolution that has drastically altered the marketplace today. It is now not only a marketplace but has evolved into an area of experience and lifestyle, changing the motion of shopping along with it. This change in basic consumer activity and behaviour has generated a social and cultural complexity where retail is now becoming leisure. It is either substituted all together or incorporated into the service to encourage purchasing. Through this advancement it is clear that the psych of the consumer is based upon ‘desire, longing and daydreaming’ (Manvelli, J. 2006, P.6). There is now a ‘personal immersion’ (Manvelli, J. 2006, P.6) taking place and people are self-indulgent in their desires. The retail sector has acted upon this creating complex environments which stimulate this psych to provoke emotional responses. The distinction between buying and living has been merged and consumers are now expecting retailers to engage and entertain them by customer experience and service. Shopping is now a destination, a retreat, an escape and the act of purchasing resembles a ritual.

In relation to marketing the idea of home to the consumer the retailer’s use the term ‘lifestyle’ to not only sell goods but also to promise a way of living, and they do this through using a brand’s identity. Many brands have tried to expand their product range to include lifestyle but there is an overall brand that champs lifestyle goods, Ikea. It has conquered lifestyle through cheap prices and clean design identifying its products and image as part of wider ethos to offer a stylish, affordable way of living to the masses. They built a brand and therefore built a loyal customer base.

Ikea and its big blue and yellow warehouse store is a recognised icon around the world. It has created an engaging and empathetic brand personality offering a better life at home for the many. Its brand is a distinct, undiluted Swedish identity no matter what market, bringing comfort and familiarity to anyone in whatever country they may be. The ‘guerrilla architecture’ (Manvelli, J. 2006, P.8) provides an industrial chic base in which to manipulate the space to alter the retail format and offer the appropriate products and services to meet the customer’s constant changing needs, without compromising on brand identity or promise. This creates a brand position in which they can market to many different cultures and offer ‘service economy’ (Manvelli, J. 2006, P.11)