Glocal Findings
Glocal Findings
Electrolux being a global brand, we want to further improve our ability to create great communication and content that lifts and stays true to our brand, while tapping into local opportunities. In order to better understand each markets needs and how the brand comes to life locally, we conducted a number of interviews across key markets in the summer of 2023, discussing room sets, props, set-, food and clothes styling. The Glocal Findings Guideline is an outcome of these findings and helps to serve as a guide on local needs and opportunities.
Contens
Category: Taste
ELM: HMEEOV24SVE00071
Local comment: Food can be multicultural
Category: Taste
ELM: HMEEOV24SVE0001G
Local comment: OUTDOOR: Big windows
APMEA/APAC
Category: Taste
ELM: HMEEHO24SVE0004B
Local comment: Scandinavian look works well for kitchen props
Category: Taste
ELM: HMEEOV24SVE0004I
Local comment: Generally “basic” food, vegetables, fish, NO pork
to be added
Category: Taste
ELM: HLEEHO24SVE0000S
Local comment: Stay away from salmon, use white fish
Category: Taste
ELM: HMEEOV24SVE00069
Local comment: Food can be multicultural
Category: Taste
ELM: HMEEOV24SVE0005A
Local comment: OUTDOOR: Generic greens/plants outside
Category: Care
ELM: HLEEWM22SVE00030
Local comment: Scandinavian look works well for wardrobe styling
Category: Care
ELM: PSEEFL200KA0000A
Local comment: Not too warm clothes like chunky knits and coats (but okay to use for benefits for care)
Category: Care
ELM: VCEEWM22TVE00004
Local comment: DON’T use: singlets or anything shorter than knee-length
Category: Wellbeing
ELM: PSEEVF22BIS0000J
Local comment: Shoes inside (tennis shoes/closed
slippers/sandals for example)
LATAM/BRAZIL
Category: Taste
ELM: HMEEOV24SVE0004Z
Local comment: Vegetables are great but people still eat meat
Category: Taste
ELM: HMEEOV24SVE0005A
Local comment: OUTDOOR: Outside view, showing generic green is ok
Category: Care
ELM: HLEEWM22SVE00030
Local comment: Scandinavian look works well for wardrobe styling
Category: Care
ELM: PSEEFL200KA00008
Local comment: Not too warm (chunky knits/coats)
Category: Care
ELM: PSEEFL21SPE0000K
Local comment: Preferably silk and other light materials
Category: Care
ELM: PSEEFL21SPE0000A
Local comment: Preferably silk and other light materials
Category: Wellbeing
ELM: PSEEVF22BIS0000J
Local comment: Shoes inside (tennis shoes/moccasin/sandals for example)
SWITZERLAND
Category: Taste
ELM: HMEEHO24SVE0004B
Local comment: Scandinavian look works well for kitchen props
Category: Taste
ELM: HMEEOV24SVE0004Z
Local comment: Show meat. It is premium and a lot of people still eat it (direct from farmer, “happy cow”)
Category: Taste
ELM: HMEEOV24SVE0004Z
Local comment: Plant based is good but not as an only option
Category: Taste
ELM: HMEEHO24SVE00049
Local comment: OUTDOOR: Not close to ocean, so sea food not very common (shrimps ok)
to be added
Category: Taste
ELM: HMEEOV24SVE0001G
Local comment: OUTDOOR: Connection to outdoor works well – Swiss people like being outdoors and can relate
to be added
Category: Taste
ELM: HMEERE24SVE0000W
Local comment: Would avoid showing whole fish in fridge
Category: Care
ELM: HLEEWM22SVE00030
Local comment: Scandinavian look works well for wardrobe styling
NORTH AMERICA
Category: Taste
ELM: HMEEHO24SVE0004B
Local comment: Scandinavian look works well for kitchen props but can be too modern
Category: Taste
ELM: HMEEOV24SVE0004P
Local comment: Moving towards more plant based options
to be added
Category: Taste
ELM: HMEEHO24SVE0001C
Local comment: Styling “not so perfect”, adding crumbs etc
Category: Taste
ELM: HMEEOV24SVE0005A
Local comment: OUTDOOR: Generic green outside
Category: Care
ELM: HLEEWM22SVE00030
Local comment: Scandinavian look works well for wardrobe styling
Category: Wellbeing
ELM: PSEEVF22BIS0000J
Local comment: Shoes inside – Toms, for example
POLAND
Category: Taste
ELM: HMEEOV24SVE0004I
Local comment: People still eat a lot of meat, but there’s a general trend for sustainable eating and vegetables.
Category: Wellbeing
ELM: PCEESK23BIE00005
Local comment: Show more of a human touch. Not shabby, but dare to have a dirty floor before vacuuming.