PH TSB Irons 2016_Art & Design LSB 28/05/2016 19:04 Page 2
Ironing Systems Inset: The joys of steam are well known: it can make it quicker and easier to get through large quantities of ironing.
Any old iron? Market overview People tend to keep their irons for a long time, and Euromonitor International's Irons in the United Kingdom report (January 2016) points out that the length of the replacement cycle led to a decline in volume sales in 2015. However, there were signs of a return to growth in 2016 as increasing household disposable incomes mean consumers will have more money to spend on premium products and are more likely to replace their old traditional steam iron with a modern steam generator/ironing system. This could mean, says Euromonitor, that the value of the market increases despite slow replacement sales. GfK research has shown the ironing systems market has grown 8.76% year on year in sales value*. *GfK Point of Sales Tracking GB, Generator, Value Sales 2014 and 2015.
Above: The 3D Eloxal soleplate is inspired by snowboard design. It's great for ironing over pockets, buttons and zips without snagging.
PROGRESSIVE HOUSEWARES
Innovations This is a category where technology can be used to add appealing new features. For example, Braun's iCare technology helps save time and make ironing easier. No settings are needed. The iron sets the perfect temperature for every fabric, so whether the user is ironing delicates or denim they do not need to worry. Heating up and cooling down happens faster, so ironing can be ďŹ nished sooner. The use of an anodised (Eloxal) surface on some high-end irons means the ironing surface is twice as hard as stainless steel. This feature, seen on Braun's CareStyle 5 iron, for example, makes the iron glide smoothly over the fabric and means it is more durable and less likely to scratch. This model was also designed without the vertical edges of conventional irons, which makes it glide more easily. Based on snowboard design technology, this feature allows the iron freedom of movement over any obstacle, in any direction – even backwards. This 360 degree gliding makes it easier to iron hard-to-reach seams, and makes new wrinkles less likely to occur through having to constantly readjust the garment. The rounded and bevelled edges of the soleplate allow the iron to glide effortlessly over pockets, buttons and zips. A strategically placed steam-hole in this model blasts more steam while a steam shot mode concentrates the steam in one area to get rid of stubborn creases. A further innovation related to steam has been the addition of a separate steam generator to address the fact that traditionally most irons have tiny water tanks to avoid them having to be big and heavy. Having a separate tank means the iron can generate up to twice as much steam as the average iron, while the iron itself remains lightweight and easy to handle. The steam is carried to the iron through a heavy-duty pipe that never gets too hot, even with the steam powering through it. Some models also feature a locking system, to secure the iron attachment when not in use. This makes ironing simpler and more comfortable, and makes storing easy.
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TRAINING SOURCE BOOK 2016