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Dyson: The Vacuum's Design MomentThat loud sucking noise you hear is the sound of British vacuum cleaner manufacturer Dyson gobbling up the American market: 21 percent, in total dollar sales, the largest piece of the action in upright cleaners.
Last year in the United States, Dyson sold 891,000 uprights, the most popular type of vacuum sold in America, a 350 percent jump over 2003.
And this year, says founder James Dyson, it's on track to sell "well over a million."
That's a fairly amazing feat for a relatively small private company that entered the U.S. market less than three years ago.
Dyson has beaten such established multinational brands as Hoover and Kirby, whose market shares fell to just under 16 percent and just under 14 percent, respectively.
Moreover, it did it with high-end, premium-priced products in a market previously dominated by price-cutting.
Dysons retail for $420 to $620, compared with the $100 or so your average vac goes for.
Even Hoover's top-line WindTunnel sells for only $390.
Nigel Piercy, a marketing expert at Britain's Warwick Business School, credits Dyson with "classic market spacing: You find a space that isn't occupied and take ownership of it" with an innovative product.
Think of Apple Computer's iPod or Sony's Walkman.
Dyson's innovation is a bagless cleaner that uses centrifugal force to spin debri
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15/5/2005 | Viewed 7,394 time(s)
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