THE LITTLE VACUUM THAT COULD; THE DYSON BAGLESS HAS GONE FROM AN UNKNOWN COMMODITY TO FINDING ITS PLACE ON THE FLOOR, BOTH IN HIGH-END STORES AND MASS MERCHANTS.
HFN: The Weekly Newspaper for the Home Furnishing Network, February, 2005 by Thau, Barbara
Byline: Barbara Thau
NEW YORK-This is a story about Dyson, a vacuum cleaner that has blown away retailers by sucking up sales with its iconic design, breakthrough technology and savvy marketing strategy.
It is also a story about how this British bagless machine has maintained its mystique, cachet and premium price point -- around $400 -- at both high-end chains and mass merchants, a real coup in today's home furnishings industry.
But for those who think the Dyson story is an anomaly, think again.
Products such as the iPod and KitchenAid stand mixer have also managed to maintain their allure and price integrity, proving that a truly must-have item with a real "it" factor can withstand price erosion and brand dilution, retailers...
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