The Ambrosa collection – an insinght into the contract-residential market

Abstract

A designer creating products for a certain company and for a certain market has to understand the company brand, product portfolio and target markets. When a design case deals with textiles used in such public spaces as hotels and restaurants, aesthetic characteristics and quality requirements of the market play a key role. Understanding the market features is vital in product design.

This thesis study aims to collect scattered knowledge about the hospitality market in the textile industry, referred to in this work as the contract-residential market. The study’s purpose is to build the market description and reveal its textile characteristics, against which the thesis collection’s suitability for the market is proved. Focusing on the contract-residential segment, the thesis work, however, strives to offer a broad approach to market thinking and assume the characteristics of particular companies’ examples of work.

The methods of data collection include practical and theoretical research. The thesis production part, the Ambrosa collection of jacquard interior textiles, is made in cooperation with the Backhausen weaving mill. The cooperation practice enabled immersion into the industry, a study of the company brand and product portfolio, its target markets and current needs. The literature review, including Internet sources, covers such topics as market segmentation, textile quality requirements, country style, current textile trends and companies in the market. The interview sessions revealed detailed information about the contract-residential market and textiles, which is not available in current literature.

As an outcome of the research, the hospitality market is analysed from its intermediary position between the contract and residential markets, because it comprises of both their characteristics. The market is described in detail, revealing its textile aesthetic characteristics and quality requirements. Critical market thinking is applied to the Ambrosa collection and its suitability for the contract-residential market is justified by analysing its textiles against the market features. The collection proves to be fit for Backhausen’s product portfolio and the Austrian market, as well as outlining its potential for other European countries. My product presents a modern take on country style, which is a strong portfolio group of Backhausen and one of the key markets in Austria. Thus, modern Landhausstil hotels and restaurants are among some of the collection’s most likely buyers.