Żyj po swojemu, czyli historia katalogu IKEA

Wszystko zaczęło się w 1951 roku, gdy właściciel IKEA, Ingvar Kamprad, zdecydował, żeby do szwedzkiego dziennika o nakładzie 250 tys. egzemplarzy dodać dziewięciostronicowy dodatek o meblach. Wychodził z założenia, że klient, który w domowym zaciszu zapozna się z ofertą, będzie miał później większą ochotę na wizytę w sklepie. Trafił w dziesiątkę. Gazetki promocyjne sklepów są do dziś jednym z kluczowych narzędzi marketingu bezpośredniego

Pierwsza strona katalogu była bardzo minimalistyczna. Przedstawiała jedynie fotel wraz z czerwono-białym logiem marki, co miało być wyraźnym sygnałem, że IKEA sprzedaje jedynie autorskie meble, odchodząc od korzeni swojej firmy, która początkowo zajmowała się sprzedażą drobnych produktów, takich jak portfele czy ramki na zdjęcia. W 1952 roku formułę nieco zmieniono. Ukazał się katalog w całości poświęcony tematyce meblowej dedykowanej do wnętrz mieszkalnych. Kolejne okładki były łatwe w przekazie i odbiorze, z prostą grafiką oraz stonowaną kolorystyką. Rok 1964 okazał się czasem rozkwitu dla katalogu IKEA, który został wydrukowany w ilości 2 milionów kopii. Dekadę później, w 1974 roku liczba ta wzrosła aż do 13 milionów. W tym czasie IKEA posiadała już 105 sklepów rozmieszczonych w Szwecji, Norwegii, Danii, Szwajcarii oraz Niemczech.

Ikea – historia marki

Założycielem sieci IKEA był Szwed, Ingvar Kamprad, który w 1943 roku otrzymawszy pieniądze od ojca za dobre wyniki w nauce, postanowił zainwestować w pierwszy, poważny biznes. Nazwa IKEA nie jest przypadkowym zlepkiem liter, a powstała jako akronim od inicjałów właściciela (I.K.) oraz Elmtaryd (E) i Agunnaryd (A) (w analogicznej kolejności farma oraz miejscowości, w których wychował się Kampard). Pierwotnie IKEA nie zajmowała się sprzedażą mebli, a dystrybucją drobnych przedmiotów: długopisów, portfeli, ramek do zdjęć, bieżników, zegarków, biżuterii i pończoch nylonowych pokrywając tym samym potrzeby rynku na tanie produkty. W ofercie sklepu meble pojawiły się dopiero w 1948 roku. Początkowo były wytwarzane przez lokalnych producentów z drewna pochodzącego z farmy ojca Kamparda i cieszyły się dużym wzięciem. Pierwszy salon meblowy otwarto w 1953 roku w Älmhult w Szwecji. Dla marki był to milowy krok, a klienci po raz pierwszy mogli na własne oczy zobaczyć meble produkowane przez Kamprada. Powstanie salonu uwarunkowane było wojną cenową toczącą się między IKEA a Szwedzkim Związkiem Producentów Mebli, który namawiał do bojkotu marki. IKEA udowodniła jednak lepszą jakość przy niskich cenach, a tym samym przyciągnęła rzeszę wiernych klientów, którzy urządzali swoje domy i mieszkania stolikami LOVET, będące swoistym symbolem IKEA w tamtych czasach.

Samodzielny montaż mebli Ikea i polskie wątki

Idea mebli do samodzielnego montażu pojawiła się dopiero w 1956 roku. Charakterystyczne, płaskie paczki były właściwie dziełem przypadku. Jeden z pracowników Kamprada pewnego razu postanowił usunąć nogi stołu, by zapakować go do auta.
Ciekawostką jest fakt, że swój udział w intensywnym rozwoju marki mieli także Polacy. W 1962 roku IKEA po raz pierwszy wyprodukowała drewniany regał MTP. Z tej okazji postanowiono umieścić biblioteczkę na pierwszym miejscu w swoim katalogu, nie jako jeden z elementów, ale w samym centrum, w którym była dobrze widoczna. Pomysłodawcą i autorem regału był Polak, Marian Grabiński, będący obecnie doradcą IKEA. Cała sytuacja miała spory wpływ na rozwój silnych relacji między IKEA a polskimi dostawcami w latach sześćdziesiątych. Współpraca ta trwa zresztą do dziś.

Intensywny rozwój Ikea

Kolejne lata powodowały dalszy rozwój asortymentu marki. W 1980 roku IKEA wprowadziła na rynek między innymi Klippan, bardzo trwałą, a jednocześnie miękką i wygodną sofę. Rosnąca popularność spowodowała, że na początku lat dziewięćdziesiątych IKEA zdecydowała się na zakup tartaków i zakładów produkcyjnych, dzięki czemu powstało Swedwood Industrial Group. Głównym celem tej organizacji była produkcja mebli z drewna, komponentów i pochodnych. Drewniany regał w salonie stał się tym samym koniecznością w latach 90-tych. W 2005 roku IKEA postanowiła wprowadzić pełną kolekcję mebli i akcesoriów do sypialni: materace, rozwiązania pozwalające utrzymać porządek w sypialni, czy też prześcieradła. Katalog z 2017 roku w tym porównaniu wyglądał na nowocześniejszy, zgodny z czasem i potrzebami dzielenia się i bycia razem, ale tożsamość korporacyjna pozostała taka sama w ramach jednej misji: projektowanie dla ludzi, a nie fikcyjnych konsumentów.

Nowy katalog Ikea

Obecnie katalog IKEA drukowany jest na całym świecie w ilości 200 milionów kopii w 35 różnych językach. Od niemal 70 lat cieszy się niegasnącym zainteresowaniem, wyznaczając najnowsze trendy. Marka w 2018 roku zarejestrowała przychód na poziomie 38,8 mld euro, zatrudniając przy tym ponad 208 tysięcy pracowników na całym świecie. IKEA jest obecnie jedną z najbardziej rozpoznawalnych na świecie marek, zajmując 76. pozycję pod względem wartości brandu. Jeśli uwzględnimy liczbę wszystkich dostawców, to blisko milion osób pomaga marce realizować wizję tworzenia lepszych warunków codziennego życia dla wielu ludzi. W myśl często powtarzanych słów Ingvara Kamprada „Większość rzeczy nadal pozostaje do zrobienia. Wspaniała przyszłość!”, IKEA dopiero się rozkręca i nie ma zamiaru się zatrzymywać. IKEA w trosce o środowisko zdecydowała o wprowadzeniu sporych zmian w dystrybucji katalogu. Nie są one już rozsyłane do wszystkich domów, by nowy katalog zdobyć, trzeba go zamówić. Katalog dostępny jest także online na stronie marki.

Ingvar Kamprad

Założyciel IKEA Ingvar Kamprad zmarł 27 stycznia 2018 roku w wieku 91 lat. Był jednym z najbogatszych Szwedów. Za życia jednak odpowiednio zadbał o interes stworzonej przez siebie firmy, dzięki czemu nawet bez niego jest ona w stanie właściwie funkcjonować. Rozproszona struktura organizacyjna marki sprawia, że ciężko jednak wskazać jednoznacznego spadkobiercę Ingvara Kamprada. W Polsce IKEA posiada 9 dużych salonów, zlokalizowanych w największych miastach. W ostatnich latach marka ta w związku ze zmianą swojej strategii otworzyła także w naszym kraju punkty „IKEA gościnnie”, które są zlokalizowane w galeriach handlowych w mniejszych miastach, co pomaga tym samym docierać do niemal wszystkich klientów w naszym kraju.

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