for what it’s worth

stories and stimulus from a consumer insight consultant

Kitchen Appliances as Boutique Buys

kitchen luxeAfter the launch of the Porsche Poggenpohl kitchen collaboration, it seems that household appliances are the latest in luxury must-haves. Known for it’s exclusive fashion ranges and uber-cool design offerings, Parisian concept store Colette is the first to cross over into the kitchen with it’s newest addition: an exclusive collection from Hoover.

Collection Black is a range of household appliances in matt black that “premiered” in the store last week, hoping to raise the design profile of the brand through what it describes as a collection of “extreme elegance, perfectly in line with the new tendencies of the kitchen”- whatever that means. An impressive coup for the brand, though not sure what it says about the much-respected store: a true belief in the product and design, or selling out for a slice of the marketing budget?

Hoover Collection Black – (only available in French)

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Filed under: brand extensions, clever promotion

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