Electrolux Declares War on White

Electrolux declares War on White
...and explores the potential of integrating individuality through fashion and interior decoration

Electrolux announces it has officially declared War on White today, a shift which marks the company's official move into thoughtful design innovation; meeting consumer demand for appliances that reflect more individuality in the home. The revelation of new prototypes at the Salon de Prêt à Porter in Paris is the second in a series of steps the company plans to undertake to develop household products that go beyond current appliance design.

As part of its War on White process, Electrolux is sourcing inspiration from different design disciplines outside its own, including fashion, interior decoration and architecture.

War on White has its foothold in the company's new approach to the development of household appliances, via consumer insight. Over the past years, Electrolux has received feedback from over 65,000 consumers across Europe as part of this process. The company has integrated its entire brand and design positions into the development and marketing of products that are solidly rooted in meeting consumer needs. War on White is an integral part of this process, answering a consumer need for more individualized products that reflect their need states.

"The home is a reflection of who you are. As the kitchen is becoming the new living room area of the home, it should allow people to individualize more", states Henrik Otto, Senior Vice President of Global Design at Electrolux. "Its not just about function anymore. We want people to become as opinionated about their household appliances as they are about their clothes, furniture and cars."

Electrolux has already taken active steps to individualize its appliances by offering extensive color ranges on several vacuum cleaner ranges, including its cordless Ergorapido range. The investigation of patterned products is a natural step up from this approach.

Following the original introduction of the patterned refrigerators at the September 2005 edition of the Salon, Electrolux has received a mountain of feedback from across the world. The positive feedback from consumers, professionals and the fashion industry overall has lead the company to continue on its path to the development of such products.

Second Electrolux Fashion Award goes to Firma: www.dexigner.com/forum/index.php?showtopic=4770
Electrolux: http://www.dexigner.com/directory/detail/7235.html

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