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“Kohler: Luxury for Kitchen and Bath”
CEU Event
Hosted by Crawford Supply
7:45 – 8:15 Check-in and Networking
8:15 – 8:45 Welcome & Thank You
Crawford Supply/Jeanne Curran
About PowerHouse SMART®
2015 PHS Calendar of Events
Guest Introductions: 30 Second Elevator Drills
Industry Business Update
8:45 – 9:00 Tips & Tricks from Connection’s Marketing
9:00 – 10:05 “Kohler Luxury for Kitchen and Bath” CEU
Presented by Dario Cazares, Kohler Company
10:05 Wendy Wrap-Up
PowerHouse SMART®
Event Agenda
May 14, 2015
www.PowerHouseSMART.com
QUICK TIPS BY RICK RIVERO
Luxury for Kitchen & Bath
©2014 Kohler Co. The material contained in this course was researched, assembled, and produced by
Kohler Co. and remains its property. Questions or concerns about the content of this course should be
directed to the program instructor.
AIA – KLU101 IDCEC - 103979 NKBA – K155
Credit(s) earned on completion of this course will be reported to AIA CES for AIA members. Certificates of Completion for both AIA members and non-AIA members are available upon request.
This course is registered with AIA CES for continuing professional education. As such, it does not include content that may be deemed or construed to be an approval or endorsement by the AIA of any material of construction or any method or manner of handling, using, distributing, or dealing in any material or product.
_______________________________________
Questions related to specific materials, methods, and services will be addressed at the conclusion of this presentation.
This CEU is registered with the Interior Design Continuing Education Council (IDCEC) for continuing education credits. This credit will be accepted by the American Society of Interior Designers (ASID), International Interior Designers Association (IIDA) and Interior Designers of Canada (IDC). The content included is not deemed or construed to be an approval or endorsement by IDCEC of any material or construction or any method or manner of handling, using, distributing or dealing in any material or product. Questions related to specific materials, methods and services should be directed to the instructor or provider of this CEU.
This program is registered for 0.1 CEU value. The IDCEC class-code is: CC-103979 • This CEU will be reported on your behalf to IDCEC and you will
receive an email notification. Please log in and complete the electronic survey for this CEU.
• Certificates of completion will be automatically issued once you have submitted the online survey for this CEU.
• Attendees who do not belong to ASID, IIDA or IDC and do not have a unique IDCEC number will be provided with a Certificate of Completion after this CEU.
Purpose and Learning Objectives
Purpose: Provides inspiration and an overview of kitchen and bath products that will meet
the demands of the luxury consumer.
Learning Objectives:
At the end of this program, participants will be able to:
• discuss how luxury is defined by the consumer and why the business of luxury supports
the economy.
• discuss differentiators of the luxury market including history, uniqueness, craftsmanship,
and personalization.
• review what manufacturers are producing for the luxury market to meet demands of
unique style and functionality with new technologies, and.
• list some examples of how using these products can meet and exceed the expectation
of holistic luxury living environments for the kitchen and bath, in projects both large and
small.
Introduction
Luxury Defined
As quoted from Merriam-Webster:
“Lux•u•ry noun
• a condition or situation of great
comfort, ease, and wealth.
• something that is expensive and not
necessary.
• something that is helpful or welcome
and that is not usually or always
available”.
Merriam-Webster. “Luxury.” m-w.com. Merriam-
Webster, Inc., 2014. http://www.merriam-
webster.com/dictionary/luxury (Accessed Dec 3, 2014)
Luxury Defined
Many will argue that luxury is not
commercial and has little to do with
products.
Luxury Defined
Sicard goes on to say, “‛True
luxury’ floats high above… in the
sphere of values without a price
tag.”
Evolving Luxury: The Evolution of Home
The home has evolved as consumers’ lifestyle values have shifted, from the showcase of
the image-focused 1980s to the anchor of the Great Recession.
Research links descriptive words related to consumer attitude through the years:
Era. Values. Home Is…
1950s
Conformity
Castle
1960s & 1970s. Experimentation. Pit Stop.
1980s Imagination Showcase
Early 1990s. Victimization. Fortress.
Early 2000s Connection Hive
Late 2000s. Responsibility. Anchor.
Today Perspective Lighthouse
Evolving Luxury: Upscale Consumers
It is the affluent, upscale consumer that draws the
most attention when you consider economic
growth.
Evolving Luxury: Upscale Consumers
The affluent consumer has done the heavy lifting behind the economic recovery. Their
buying decisions have become more strategic than ever, as what they buy formulates most
of the good economic news of the day.
The Business of Luxury
“It is impossible to overdo luxury.”
~French Proverb.
The Business of Luxury
The Business of Luxury
The Business of Luxury
“I have a simple taste, only the best.”
~Oscar Wilde.
The Business of Luxury
This process goes beyond picking
out a faucet. It is selecting a faucet
which was designed by world
recognized designers, who have
not only worked on projects for
residential installations, but have
designed for presidents, royalty, or
their country club associates.
Barbara Barry.
Mick De Giulio.
The Business of Luxury
The Business of Luxury
Another often-used definition for luxury is a life well-lived:
“People are increasingly turning to their homes to provide the tools to live the way they
want—from new forms of building design and age-appropriate amenities to technology that
facilitates healthy lifestyles. As consumers continue to grow older and age in place, and as
public health concerns capture more attention in the marketplace, consumers will
increasingly view the home as a wellness center and look to make home improvements
that help them live comfortable, safe, and productive lives.”*
*Source: HIRI Future Trends Program, Kohler 2013 AB Tracking Survey.
Expectations & Solutions for the
Luxury Kitchen & Bath
Timelessness & Tradition
Luxury stands the test of time.
Timelessness & Tradition
Craftsmanship & Competence
Craftsmanship & Competence
To luxury brands, craftsmanship is not simply a
self-referred choice relating to the way of making
things.
Craftsmanship & Competence
Personalized & Unique
Personalized & Unique
The affluent consumer is the
ultimate collector, and the rarer an
item, the more collectible and
desired it becomes.
Personalized & Unique
Personalized & Unique
Luxury experiences and unique design
partnerships can be marriages made in
heaven.
Solutions for Reflecting Personal Luxury Style
Solutions for Reflecting Personal Luxury Style
“Luxury must be comfortable, otherwise it is
not luxury.” ~Coco Chanel
Solutions for Reflecting Personal Luxury Style
These carefully selected choices are made
from brands that participate in social
communities. Luxury consumers will seek out
the internationally award-winning products in
the categories of kitchen and bath.
Bathrooms
Everyday routines can be elevated with
luxury. Bathing is more than a bath.
Bathing Experiences
Whirlpools.
Bathing Experiences
Bubble Massage.
Bathing Experiences
Acoustic Hydrotherapy.
Bathing Experiences
Heated Surfaces.
Chromatherapy.
Showers
The shower has transformed into a spa.
Steam Showers
Beyond showering, a steam shower is
therapeutic for the skin, the mind, and the
soul.
Sinks
Decorative sinks celebrate beauty and creativity
in every bath in the home.
Faucets
Sinks are paired with exquisite faucets.
Vanities
Conquer the clutter.
Vanities
Functionality and beauty are combined.
Toilets
Tile
Luxury tile is earth’s raw material presented as art and architecture.
Kitchens
Kitchen Sinks
Kitchen Sinks
Kitchen Faucets
Pot Fillers
Pot fillers are the new standard tool of the
trade in cooking.
Technology & Lighting
Technology
Toilets
Bidets
Showers
Showers
Kitchen Faucets
Lighting
Luxury lighting is intimate and thoughtful,
with exquisite details that go well beyond
providing light.
Bathroom Lighting
Toilet Lighting
Uninterrupted Power
Summary & Resources
Course Summary
Luxury is not defined by a specific product; rather, it is a state of being. However, as
architects and designers, products are the tools with which we bring those luxury desires to
reality.
While certainly not above the effect of the latest recession, the affluent consumer
responded by no longer defining luxury with excess and conspicuous consumption. The
affluent preference focuses now on products with higher perceived value and increased
practicality with a visible and living consciousness.
The new luxury consumer is looking for products with unique and timeless details, and
hand-crafted touches. Bathtubs with heated back surfaces, steam showers, and chef-
inspired kitchens that are both elegant and functional are all examples of what the new
luxury consumer expects from the products in two of the most used rooms in the house,
the kitchen and bathroom. All of us should live in spaces filled with luxury.
Resources
• Dimino, Lisa, Marlene Greenfield, and Stephen Kraus. “Women, Power and Money,”
Wave 5. Seizing the Future. Study by FleishmanHillard, Hearst Magazines, and Ipsos,
2013.
• The Futures Company (2013), HIRI Future Trends Program, 2013/2014 Kohler State of
the Consumer Study.
• Kohler Co. www.us.kohler.com (Accessed Dec 3, 2014)
• Kraus, Stephen, Nathalie Sodeike, Clare Liu, and James Torr. “A Tale of Two Markets: A
Global Perspective on Affluents and the Business Elite.” White paper, Ipsos MediaCT,
2014.
• “Luxury goods.” Wikipedia: The Free Encyclopedia. Wikimedia Foundation, Inc., 23 Nov
2014. http://en.wikipedia.org/wiki/Luxury_goods (Accessed Dec 3, 2014)
• Merriam-Webster. “Luxury.” m-w.com. Merriam-Webster, Inc., 2014.
http://www.merriam-webster.com/dictionary/luxury (Accessed Dec 3, 2014)
• Ricca, Manfredi and Rebecca Robins. Meta-luxury: Brands and the Culture of
Excellence. London: Palgrave Macmillan, 2012.
• Sicard, Marie-Claude. Luxury, Lies and Marketing. London: Palgrave Macmillan, 2013.
Conclusion
©2014 Kohler Co. The material contained in this course was researched,
assembled, and produced by Kohler Co. and remains its property.
Questions or concerns about the content of this course should be directed
to the program instructor.
AIA – KLU101 IDCEC - 103979 NKBA – K155
