Adapting to the Individualisation Trend

The demand for individualisation is intensifying as it becomes the norm in many different industries. And for those in industries like joinery, where a high expectation of “tailor made” already exists, there is even more need to look at creative and efficient tools and products to meet that demand with ease.

Individualisation may be recognised as a worldwide trend now, but it has always been a part of New Zealand’s design culture. The kiwi joinery industry is mastery when it comes to catering to the huge variation in living spaces and customer briefs – it has had to be. But other industries are being transformed by the individualisation trend and this change is driving higher expectations among consumers.

Combined with the now long-standing globalisation and digitisation trends, customers are being influenced by design and products from all over the world – not just what they see in their neighbourhoods.

The implications of these trends are that the criteria the customer is using to make their choices is likely to change, as will the process of supporting them through decision making. We predict that there will be three key changes to the way cabinet makers work with consumers:

1. Customers will research the manufacturers and designers they choose to work with differently. They will be looking for a style match up, and examples of previous work will be more important than ever. Being able to show your projects will help customers see what you can work together to produce. And being able to demonstrate creative solutions to unusual requests will give the customer even greater confidence in you.

2. Customers will want to understand their product options. They will expect to understand how the products being used in their spaces can open or restrict their design choices, and how recommended product compares to other commonly known brands.

3. The design phase will be extended. Additional consultation at the design phase will drive a need to manufacture faster. Every production efficiency can help you balance out the overall length of a project.

This is not just a pressure on cabinet makers – product suppliers also need to make sure they are developing the right products for the customer’s needs. The most successful projects are driven by compatibility between the customer, cabinet maker or designer, and the products being used.

The New Zealand joinery industry is perfectly positioned to excel amid changing consumer demand if it can work together with suppliers to understand what consumers need.The individualisation trend is bound to produce some impressive furniture and spaces, and we look forward to seeing how well the joinery industry rises to this and future challenges. www.hettich.co.nz