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THE ETNIC STYLE |
It should not be forgotten that a trend has become increasingly popular in tha past years. It is an Eastern style, with Arabic, African, Indian influences, what we call ethnic. We see it everywhere in advertising, in fashion, in music, even in vehicles (for instance there is a model of city-car presented in 2003 in limited edition, which is named Buddha Bar).
Even in this case, the reply from the ceramic sector companies has not been a delayed one. This consists of many products that re-consider and re-invent the surfaces and warm tones of natural materials such as earth, stones, sand, but also wood, glass or, again, tiles imagined as carpets, wall textiles, or full of luminescent fragments.
The specific values of this style are: the attraction to the different cultuer, the opposite, and at the same time – the attention towards all traditions; the need to know (and own) the world, to be reassured but also to establish a sort of new identity hybrid. It is difficult to make this kind of consumer loyal by resorting to traditional sector marketing tools (hygiene, safety, reliability, etc.). It is more appropriate to imagine (as Citröen with the city-car) products sufficiently flexible, neutral or – on the contrary – designed ad hoc to be compatible with homes that are more comparable, in fact, to small museums.
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Alfa Ceramiche
Marazzi
Artcolor
Castelvetro
Magica
San Prospero
Arkim
Floor Gres |
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