IKEA’s localised catalogue

Talking about localisation…
With over 400 stores across 49 countries, IKEA is a truly global business. Its 324-page catalogue is testament to its international success, and by the end of July 2017, 203 million copies had been distributed. However, it’s not just the figures that are impressive – it’s also the content.

IKEA demonstrated a real commitment to localisation by sending ethnographers to research different kitchen styles from around the globe. The insights gathered were then used to influence what type and style of products should be made available in each market. Let’s take a look at some of the ways they localise around the globe!

Israel

IKEA recently included a special edition of their catalogue, which targets the Orthodox Jewish community. The catalogue uses Hebrew and shows men and boys studying Jewish religious texts and wearing traditional clothes. Key elements of Jewish households also featured, such as large shelves for holy books and Sabbath candlesticks. However, like the Saudi Arabian version that came before it, this version was widely criticised for its lack of female models and was accused of ‘misogynistic segmentation’.

China

Realising that kitchens are typically quite small or ‘cosy’ in China, IKEA photo-shopped its Chinese catalogue to feature a smaller kitchen. The brand also took their localisation a step further with its store locations. IKEA stores in Europe and the US are typically located in the suburbs due to their size; however, in China most customers use public transportation, so this wouldn’t have been a good move. Recognising this, IKEA strategically placed their stores around rail and metro networks to allow ease of access when customers are transporting their goods.