People buy brands not people

There’s a phrase I detest in the kitchen and bathroom industry and that’s ‘people buy people’.  I’ve heard it time and time again, almost as though it is the secret to business success. Perhaps it worked at one stage - probably in the 80s but then we thought McDonald's staff were actually wishing us a good day.  I hate to break it to you - it’s not necessarily the case now. There are a multitude of reasons why consumers make a purchase.

Yes, if you’re knowledgeable, helpful and advisory, people may ‘buy into’ your expertise. But it’s not as the phrase suggests simply that they like you and they like what you do.  I would expect most people to have some element of charisma (unless they’re an accountant or work in IT support).  People may ‘buy into’ your skillset but people are equally as likely to just 'buy into' the brand.

People  buy for aspiration; to align themselves with celebrities, premium quality, or simply for peace of mind and this is all created by a brand. Why else would we have lists of Superbrands, Coolbrands or the latest in Saatchi & Saatchi marketing Lovemarks which even transcend brands? A Lovemark is not only highly loved but is well respected, with Alessi, AGA ovens, KitchenAid and Philippe Starck named in the top 50 ‘Home and Living’ Lovemarks.  But just in case I stray too far off the point, can I also point out if it’s as simple that ‘people buy people’ why are manufacturers investing thousands to display their brands at the upcoming kbbLondon? Surely they would just need more loveable staff?

And where is the ‘people buy people’ philosophy when it comes to sales on the web? I don’t have to know who I’m dealing with (internet security measures aside) if they are selling what I want.  Again, I don’t think I’ve walked out of a shop because I don’t have a particular bond with the person serving me.

That’s not to say personality doesn’t play any a part in the sales process, particularly in local high street showrooms which have a high level of recommendations. It’s just in this case, personality may have become part of your company’s brand. Surely it is beneficial for all kitchen and bathroom companies to look outside the industry, at companies they admire, and consider how they create and maintain their brand image to improve their business.

At the very least can we please ditch the phrase - ‘people buy people’? And resign it to history where it belongs.

Jaime Hayon designs Bisazza bathroom

Mosaic tile manufacturer Bisazza has now introduced a complete bathroom collection created by Jaime Hayon. We ask him about his self-titled range for the luxury Italian brand

Q: What was your design brief or what did Bisazza ask you to achieve?

We were in agreement from the start of the collaboration as we wanted to create an innovative, modular system that would allow – first of all – a very special and glamorous design. Secondly, [it would offer] some variations and options that would be adequate for various situations.

Q: What was your starting point?

Our starting point was to evaluate weaknesses in traditional bathroom systems. I’ve always found them to be too clinical and lacking of beauty and identity. I had the intention of using metal tubes to create the structure that would like the component bathroom. The idea of combining high quality materials like lacquered woods, bevelled mirrors, marble and glass was clear from the start. Once there, it was all about dreaming about options…

Q: How long did the whole process take?

A: We worked intensively for at least two years on this collaboration, even though the concept was started before.  I would say this collection is the result of three years of work.

Q: What item are you particularly pleased with?

I love the structure of the sink and mirror in all its variants. I think it is very special and innovative

Q: Which was the most difficult item to design?

Ironically, we had most difficulties with the most simple item; the shower. Finding a way to make it simple, interesting and adaptable was not simple but eventually we got there.

Q: What is your signature style and would you say it is reflected in this collection?

I think my style is very clear and visible. There is a continuation and a character palpable throughout all my works. The humour, the innovation, the love for organic and feminine shapes and the emphasis on quality materials and working with artisans is a constant characteristic.

For the full feature read Kitchens & Bathrooms News

Join our 360.5 Showroom Forum



Retailers and designers participate in our
Showroom Forum held in Birmingham



We are taking to the road, once more, with our reader roundtable – 360.5 Showroom Forum – which this time will take place in Harrogate at the Hotel Du Vin on July 6. We want to invite showroom retailers and designers to join us at our event, to offer their views on the kitchen and bathroom industry, debate points of interest, discuss challenges to their businesses and help us move this industry forwards.

What makes a genuine kitchen or bathroom designer? Will associations every truly get the support of retailers? Do Wickes, IKEA and Homebase (with its recent FIRA Gold accreditation for kitchens and installation) pose plausible sales threats?

What is your bone of contention with the industry? The internet…still? Sales reps….really? Let us know, as we can add it to our flexible agenda.

Come and participate in our friendly, interactive environment, where you can exchange ideas with like-minded retail professionals. The 360.5 Showroom Forum is FREE to attend, with lunch and refreshment provided throughout the day. Plus, all guests will be presented with a gift to take home.

Retailers and designers who attended past events have said:

“Conversation interesting and worthwhile”

“Certainly found it useful”

“Entertaining”

“Thank you for your kind hospitality”

To book your seat for our reader roundtable, the 360.5 Showroom Forum, contact

Kitchens & Bathrooms News editor Philippa Turrell or call 01923 237799.

Indesit Company celebrates Hotpoint centenary



Then: Hotpoint of the 50/60s

Indesit Company welcomed over 800 kitchen specialists, independent retailers and multiples to its @100 event in London, celebrating 100 years of its Hotpoint brand. The @100 event featured kitchen roomsets reflecting the 50/60s, 70s, 80s and 90s, before revealing its latest Indesit and Hotpoint appliances, including the launch of its flagship built-in Luce collection. The @100 event also gave Indesit Company the opportunity to announce its largest ever spend of £10million on above the line marketing.



Now: Hotpoint Luce Collection



Hero of the showcase was the Luce collection for Hotpoint, which moves the brand into a premium market. The Luce range spans ovens, hobs, hoods, fridge drawers and a dishwasher, including a selection of 450mm appliances, such as a coffee machine, microwave and wine cellar. It includes single ovens with an electronic control that circulates two streams of air for improved cooking results, as well as a patented direct flame burner for its gas hobs.

Luce will be supported by a £5million media campaign, targeting 19million adults through TV, print, digital and events.

In addition, @100 also showcased the re-vamped Hotpoint Aqualitis range of washing machine, which now feature an A+++ energy-rating and 11kg capacity. The washing machines were joined by a complementary tumble dryer with an A+++ energy-rating.

These will be supported by a campaign for its Aqualitis Laundry, which sees a tie-up with Disney Pixar Cars 2 in a consumer competition. Consumers can win the chance to have the film premiered in their home town.

The Disney competition will be followed by a print campaign, advertorials and digital advertising for its core range of washing machines and tumble dryers.

Not to be outdone, Indesit had revamped its entire cooking range, with a re-vamped styling and improved energy efficiency, and is the first re-design of its built-in range for seven years.

And the Indesit Company also announced the dual branding of its Cannon range cookers, which will now also carry the Hotpoint brand to be Cannon by Hotpoint.

Turning techie at IFA Conference

K&B News editorial assistant and fashionista Britta o’Boyle is now a confirmed gadget geek

Shoes and bags; you’ve always had my full, undivided attention. But until I joined the kbb industry, gadgets had to work that  little bit harder. After my recent visit to the consumer electronics show IFA global press conference, held this year in Alicante, I'm now a complete techie convert. Power briefings from Siemens, Bosch, Samsung and panels from GfK on the first day, gave way to a conference on the second day and I now know IFA 2011 isn’t an exhibition I want to miss. And with good reason, as GfK figures announced the white goods market is increasing again after reports of an 8% growth in 2010.

Director of Messe Berlin, Christian Goke reported IFA that the 2011exhibition is already completely booked. So it seems the only limit to this show is space. The exhibition attracted 125,000 visitors, 29,000 of which were international in 2010, and the numbers are expected to grow again this year. So much so that two new halls are being built for this year’s show, with direct links to the existing exhibition halls. As if it wasn’t big enough already, there will be an extra 15,000 sqm to contend with, as well as plans to provide home appliances with an extra 10,000 sqm by 2014!

The IFA conference also took a turn to look at challenges for retailers. The internet, which I would suggest is becoming slightly like marmite where you either love it or hate it, was declared one of the main challenges. It was stated that there were 1.97 billion internet users in the world and Europe represented 14% of consumer electronic goods internet sales. There was also said to be a 13.6% increase in internet sales in 2010 and 9.1% of internet sales were white goods.

However with all that said, reference was made to the fact that Europe is the world’s largest market for consumer electronics and home appliance sales, representing 29%. And this year is said to be the year of the tablet PC. So, could it be possible that retailers will justify investing in an iPad (or equivalent) for their showrooms as a new gadget to design kitchens and bathrooms on? And will consumers start to use tablets not just as detergent, but as devices to control their washing machine start time or oven temperature? Why not take a trip to IFA in Berlin from September 2-7 to find out? I know I will...!

Moores kickstarts kitchen roadshow

Moores Furniture Group is talking to the road, to showcase its kitchens to retailers, architects and developers.

It will be displaying its Four Seasons range of rigid kitchens, in working display sets, alongside its latest sustainable kitchen which it claims contributes up to 17 credits for the Code for Sustainable Homes.

In addition, there is also the opportunity to win an iPad by registering at the Moores Showcase event.

The 2011 Moores Showcase, which features five events, will kick off at the Aztec Hotel in Bristol on May 10.

It will be followed by New Hall Hotel in Sutton Coldfield on May 12; Holiday Inn in Brentwood, Essex on May 17; Mercedes World in Weybridge on May 19 and Dakota Hotel in Glasgow on May 25.

For more information email anne_pattinson@moores.co.uk or call 01937 862112

Supermodel fronts Franke ad campaign

Marketing communications manager
Massimo Vismera

Celebrating its Centennial anniversary, Franke has invested in its most expensive press advertising campaign, to date, fronted by supermodel Heidi Klum.

The aim of the multi-million pound campaign, said to be in double digits, is to move Franke from a product driven brand to an aspirational lifestyle brand.

It has been designed to appeal to consumers, architects and kitchen designers and will be used throughout the world. However, visuals of the campaign have been embargoed until June 1.

CEO Franke Kitchens Systems group, Torsten Tuerling commented: “As a globally recognisable face, Heidi Klum embodies the aesthetic and hardworking qualities of our products and systems and is someone who is instantly associated with good taste and effortless elegance.”

He continued: “As the kitchen sink itself has been transformed from a simple household article into a lifestyle addition, our campaigns have evolved from product to an aspirational lifestyle focus that engages with our customers on a more emotional level beyond functionality. We want to win minds and hearts for Franke”.
It is expected that the campaign will help Franke achieve its plan of reaching 10million pieces in sales for sinks, from its current base of 6million and in the long-term selling as many taps as sinks.