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  • DIY: do - and increasingly, design - it yourself
  • DIY: do - and increasingly, design - it yourself
    Dulux (2015) ©
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Will DIY inspire a new generation?

While the past decade has seen the rise of maker culture - from crafting to hacking - DIY retailers seem to have been left out. And yet, despite a shaky housing market, the desire to improve one’s home has never been stronger. So what’s behind this mismatch, and how can brands transform into buzzing hives for a new generation of DIYers?

Location North America / Northern Europe

People will always want to improve their homes, but as way they do it changes, a new challenge is emerging for DIY brands. Over the past decade, Britain’s biggest chains, B&Q and Homebase, have faced a drop in sales, and with significant store closures planned over the next few years, the impact is still being felt. But behind news of a shaky economy and a slowing housing market, is another problem: younger people simply have less confidence doing it themselves.

As stores shrink, and online retail grows, the challenge for brands is to alter perceptions about how achievable ...

Canvas8

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