Impact of social media on furniture customisation by local craftsmen in Nairobi, Kenya

Abstract

Background: The furniture market in Kenya was estimated to be around US$ 496 million in 2013. The jua kali (informal) sector held over a third of the sales which estimated to about US$ 160 million with a 10% compound annual growth rate. (Creapo Oy, 2015). This sector majorly consists of local craftsmen who have refined their skills through apprenticeship - a hand-on and experience-based informal way of education. (Maina, Rukwaro & Onyango, 2017) The rise of social media in recent years has impacted many industries, and the furniture design industry is no exception. The increasing influence of the internet and social media platforms has shifted the field of furniture design by making inspirations and ideas globally accessible. It has also led to a growing demand for personalised, custom-made furniture. (Gomes, 2024). Problem: In Kenya, customised furniture from the formals sector is often expensive and out of reach for many people. As a result, local craftsmen in the informal sector play a crucial role in meeting this demand for affordable, tailored furniture. However, not many have the machinery or skills to produce some of these designs. Objective: The main objective of the study was to investigate how social media platforms have led to the rising interest in customized furniture made by local craftsmen. Design: The study employed a survey research design using a mixed-methods approach that included desktop research, interviews, and field observations. Setting: The setting for the study was in Nairobi along Ngong Road Corner near Be Energy Racecourse Gas Station. This area was selected due to the concentration of skilled local furniture craftsmen. Subjects: The respondents of this study included local craftsmen along Ngong Road, designers and customers. Results: The findings showed that social media platforms not only increased the reach of local craftsmen to the market but also the standards and expectations for furniture customisation. It also highlights the new found appreciation of customers for the local craftsmen in regards to their skilled workmanship, time and effort put into creating a piece. Conclusion: This study underscored the role of social media in influencing consumer behaviour and with the continued growth of social media, the demand for customised furniture will continue to increase.