Electrolux Declares War on White

Electrolux Declares War on White
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 Pr�t � 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.