Hannover, Germany—Because each individual has her own style, products must not merely be trendy but rather match the life-style of consumers, so says international textile and area rug designer Elke Arora, during one of her many seminars she has given on the subject this year. To stress her point, Arora pointed out the concept of Carpets of Dalton. She explains that instead of just selling a product, the specialty retailer presents concepts which can achieve product acceptance on the basis of quality, color and design in order to meet its customers’ personal desires and needs. In discussing this theory, she says the design world is being marked by two movements —forwards/backwards and local/global.

“Forwards/backwards is bringing back the precious weaves of the baroque style and colorworld,” said Arora. “The wave of the retro-design will remain for years to come but the materials and fabrics will become increasingly influenced by technique and chemistry. It will become more intelligent, equipped with catalyst-coatings and will allow for additional functions. New areas of use will be opened up. “For some time now, the local/global combination has had us under control,” she continued. “Our local activities have been exposed by global intervention. Through Information Technology (IT), the globalization enters into the last remote corner of our lives. We still have our own local influences but, at the same time, we continue to watch what others are doing around the world. This is something we cannot escape.”

Arora goes on to explain that consumers notice, live and experience many of the developments but are not physically affected by them. For example, a billboard advertisement may sway someone’s color choice yet will have no affect on her personal life. “The dictatorship of the potential seller market ignores the needs of the individual and her changing life sentiments,” says Arora. “We should bear in mind: the one who found her individual style is not in need of a trend but for a matching product for her personal style,” she concludes. “The products you offer must reach the consumer through her emotions by meeting her sentiments of life and living.” —Kathlene Vercellino