Joining Competition in Clothing Care Device Market
Samsung Electronics has jumped into the market for clothing care devices. Kim Hyun-seok, CEO of Samsung Electronics Consumer Electronics (CE) Division, unveiled the Samsung Air Dresser at a media event held at Dress Garden in Gangnam-gu, Seoul, on August 21. "We are constantly researching the lifestyle of the millennium generation and based on this, we are releasing a clothing management device,” he said.
The Air Dresser uses jet air and jet steam that spray up and down to remove dust and odors from clothes. It integrated various functions including steam technology of washing machines, low temperature dehumidification technology of dryers, wind control technology of air conditioners, deodorization technology of refrigerators, and filtering technology of air purifiers. In addition, a special filter was installed so that fine dust will not remain inside the device or on clothes.
LG Electronics has accounted for more than 80% of the market since the launch of the Tromm Styler in 2011 for the first time in the industry. Coway released a similar product this year as demands for clothes management devices have hiked since last year amid a rising fine dust level.
The outstanding feature of the Air Dresser is the ability to remove fine dust. Samsung says its products can eliminate up to 99% of fine dust within 25 minutes.
Lee Sang-baek, a vice president and head of home appliances division development team, said, “We thought a lot about how to shake off fine dust, collect and handle it. We eventually concluded that we needed strong wind. As fine dust gets smaller, just shaking is not enough.”
With the entry of Samsung Electronics and Coway, the domestic clothing care device market is expected to expand to more than 200,000 units this year. Last year, the size of the market was 120,000 units, of which more than 100,000 units are estimated to be LG Electronics’ products. Samsung Electronics expects the market to grow to 300,000 units next year.
Samsung Electronics is also aiming at the overseas B2B market. Kang Bong-gu, vice president of the Strategic Marketing Team of the CE Division of Samsung Electronics, said, "There were high demands from consumers to handle crumpled dresses or suits in a hotel room during business trips. We will pioneer the B2B market such as hotels and restaurants focusing on the American market."