I learned during a project with Brother, that sewing machine and the finished show home a significant market, and devices (which are even in the high four-digit € range) for use to be purchased at home. That despite the division of labor and industrialization there is an important market, had surprised me, is at the self-construction or sewing it less about saving money as it is still installed by DIY or furniture known. It is an appropriation of the object, which takes place not by a purchase decision, but by doing. A supplement of the Frankfurter Allgemeine Zeitung devoted himself exclusively, the subject of "DIY".
The "do it yourself" as an acquisition attempt, a new form of product users represent relationship that will not stop the future also be heavily influenced labor items such as the car. Of course we will not verbasteln an elegant Porsche by the screwing of purchased parts, but maybe we will find a favor to change the oil filter itself or to tailor matching floor mats. This appropriation is not an attempt to repeal the division of labor, he used the experience and identification with the product.
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