Retail Observer

RETAILOBSERVER.COM JUNE 2014 22 A recent study shows that luxury consumption will grow from $985.5 billion to $1.2 trillion over the next 10 years 1 . At the same time, the current generation of consumers seeks product quality and craftsmanship 2 because they may generally be disconnected from time-honored skills and techniques. Consumers are looking for quality and luxury appliances that evoke artisanship and construction techniques. Manufacturers such as GE Monogram ® are taking notice with products like the hand-crafted French door built-in refrigerator. Authentic Craftsmanship—Although today's modern consumer might not have firsthand experience with the skill and technique found in products of previous generations, they still appreciate a rugged, artisan-type feel and look to incorporate them into their home. In addition to extensive research on the latest consumer trends, GE's designers were inspired by architectural construction methods when designing the product, and spent months interviewing customers to best understand which performance features matter most and which design techniques make a difference. The time and attention invested in this process have resulted in a look and feel that can only be attained through a hand-crafted product. "Our designers worked with our customers to create our first Monogram French door built-in model—one that authentically combines superior craftsmanship and performance as only Monogram can," remarked Michael Mahan, product manager for GE Monogram Refrigeration. Luxurious Materials—Improving the overall look and feel of the kitchen is a key motivator for consumers to make upgrades 1 . "GE took note of the authentic materials frequently found in other places in the kitchen, including glass, steel and aluminum, and incorporated them as an alternative to the typical plastic interior materials," said Sally Pipkin, GE industrial designer. Utilizing materials that are already present in the kitchen allows the product to be easily integrated and emphasizes the authenticity of each hand-built unit, all while improving the overall look and feel of the space. Additional research showing that consumers often look for workshop-inspired, traditional pieces 2 contributed to the GE design team's decision to incorporate visible metal fasteners on the glass front drawers and the extra-deep glass door bins. This look emphasizes and celebrates the attachment method rather than hiding it. By taking note of the latest trends and preferences of your audiences, GE is leading the way in developing a product that not only reflects today's consumer, but is also expected to have staying power in the industry. Additional Features—In addition to the craftsmanship and quality that is associated with this product, GE's Monogram refrigerator offers many performance elements, from adjustable shelves to additional storage space and a digital control panel. Availability—The new GE Monogram French door built-in refrigerator (models ZIPS360NZ, ZIPP360NZ and ZIP360NZ) is hand-crafted in Selmer, Tenn., and will be available at the end of the year. 1. 2014 Luxury Daily http://www.luxurydaily.com/ number-of-luxury-consumers-to-reach-440-million-by-2020-report/ 2. LPK, 2012 M A N U F A C T U R E R [ N O T E S ] RO AUTHENTIC CRAFTSMANSHIP DEFINES GE MONOGRAM ® REFRIGERATOR

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