Ikea itself calls the digital successor to the print catalog a launch book and is primarily aimed at multipliers. The publication appears four times a year.
In December 2020, Ikea announced the discontinuation of the print catalog and is now in good company. Only recently did Obi publicly separate from his print advertising. Raw material delivery problems, advertising refusers, sustainability: there are actually a few points that speak in favor of change, but at the same time the challenge of actually reaching target groups remains.
Highlights, innovations, collections
Now Ikea wants to offer more inspiration with the “Launch Book” and sends it digitally as a mailing four times a year to journalists, influencers and other media representatives. It is also available for download on the Swedish furniture retailer’s website. The publication is to present the highlights, new products, collections and topics that are pending for Ikea four times a year.
It starts with the summer issue, which picks up on the themes, innovations and collections for the next three months. The launch book is developed in-house.
Text: Franziska Mozart
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