Do it yourself (DIY): Analysis and commentary on 3 newspaper articles
Synthesis of three articles from the English press on the DIY market.
[...] Plus, with a growth in female home ownership and single women now accounting for more than one in five UK households, women often have no choice but to brush up on skills traditionally practised by men. Even if you live with a man happy to leap to your assistance every time a doorknob rattles, the chances are that he might not be up to the job. In 2008, a survey quizzed 3,000 men about their DIY knowledge and found that less than three quarters of young men (under 40) could change a fuse, while 30 per cent didn’t know how to bleed a radiator. [...]
[...] With these savings, the group Kingfisher expects their 2010 results to be similar to the results achieved in 2009. In recent years, the DIY market has undergone profound changes in customers (document 3). Just like the Kingfisher group, many entrepreneurs are septic on the future of DIY (document 2). The DIY market has found a new clientele. In fact, DIY is no longer reserved for men. In recent years, women tinker more. The DIY stores have observed this trend. They have adapted their products to this new clientele because women consume differently. [...]
[...] For example, DIY tools for women are lighter. The product packaging is more colorful. In the shops, the shelves designers have created a more feminine atmosphere and thus, a touch of femininity has invaded the DIY stores. What are the reasons for this change? Firstly, a recent study (2008) has shown that many men weren’t very DIY. Then, there are many more women living alone. Collette Dunkley, creative agent for Chix & Mortar, says that women are still uncomfortable negotiating with builders, tradesmen and DIY suppliers. [...]
[...] The crisis hasn’t spared the DIY stores. However, their results are encouraging. They try by every means to increase their income. They save on energy costs and purchases with the help of distributors. They operate a new customer segment with women and are now turning to rural and peri-urban areas. Entrepreneurs believe that the DIY market hasn’t yet said its last word. We will see if they were right in the years to come. Ce dossier a été présenté pour une soutenance orale accompagné d’un diaporama. [...]
[...] In 2009, there was a drop in new home constructions. So there were fewer sales of construction products. However, many people chose to renovate their house. This trend in the market saved the DIY market! Small stores have interest to meet in order to better negotiate with wholesalers. Furthermore, the seasonality of sales is a big nuisance for small shops which have difficulty managing their cash flow. To conclude, the majority of entrepreneurs believe that the DIY market will restart after the crisis. [...]