1 year ago

Day 4 - IFA International

  • Text
  • Products
  • September
  • Consumer
  • European
  • Electronics
  • Consumers
  • Berlin
  • Trends
  • Digital
  • Features


PRODUCT TRENDS Dirt Devil's Fantasy DIRT DEVIL'S WICKED RESULTS Dirt Devil grew by 20% in the first six months of 2009. President and CEO Ralf Lindner believes this is more than a reflection of Dirt Devil's quality and innovation. It is also a result of the growing 'homing' trend across Europe, he said, as recession-battered consumers retreat to the safety of their nests. "A study of German saving habits conducted by ING- DiBa found that 34% of Germans want to spend more time at home," Lindner added. "And we believe this trend will catch on in other countries as well." Lindner also believes that Dirt Devil, with its range of top-end products for midmarket prices, is uniquely positioned to benefit from homing. Take its Infinity VS8 Turbo, which offers all the bells and whistles the consumer has come to expect from bagless muticyclone vacuum cleaners powerful performance, clean exhaust air, washable filters, easy emptying, practical parking but without the hefty price tag. The VS8 Turbo retails for just €99, "which is a third of the cost of comparable products on the market", Lindner observed. The Dirt Devil chief was also upbeat about the new Fantasy range, which is half way between a compact, hygienic, super-suction vacuum cleaner and an objet d'art. The Fantasy The Dirt Devil Infinity VS8 Turbo: form and functionality models come in three elegant, oriental designs at the equally attractive retail price of €69. "We wanted to make Fantasy the obvious choice for women," Lindner said. "It's turned out to be one of the star performers of IFA 2009." He added: "Last year's IFA was overwhelmingly successful for us and this year is shaping up to be equally profitable." Hall 3.1 / Stand 203 THE THOROUGHLY MODERN MICROWAVE High performance and low power consumption are on top of the modern consumer's wish list when it comes to microwave ovens. In response, Sharp has come up with a new line of compact combination microwaves with grill, which look as good as they cook. The R-667A series offers microwave or quartz-grill functions coupled with innovative design. All the models also have vegetarian and low-fat modes, making them ideal for healthconscious consumers. "Nowadays, customers want a wide range of functions coupled with low power consumption," said Beate Moresmau, Marketing and Product Manager for home appliances at Sharp Electronics Europe. "A healthy diet is also important and this is exactly where our microwaves come into play. By pressing the applicable button, the Sharp microwave automatically calculates the right cooking time for healthy food preparation." Sharp's multifunctional microwave grills also offer various food-preparation modes. The R-667A series' six microwave power levels and 12 cooking and defrosting options can cook any dish to perfection, from a vitamin-packed vegetable meal to crispy chicken thighs. Hall 3.2 / Stand 101 The Sharp R-667A microwave: healthy respect IFA International • Monday, 7 th September 2009 31

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