Dyson Tries to Reinvent the Fan
Dyson was successful in getting consumers to think differently
about vaccuum cleaners and in the process got them to willingly pay a premium
price to clean their floors. Now, the company is looking to do the same with
fans and, in the process, get people to shell out between $300 and $450 to
The manufacturer doesn’t even call its product a fan; it’s an air multiplier.
In its marketing, Dyson is going back to what worked with vacuums. Its ads
criticize traditional fans with blades by contending they make too much noise. "Turn
it off and you realize how unsettling it’s been," Sir James Dyson says
in a commercial.
The Dyson fans work differently from conventional fans, according
to the company’s website. The technology, which does not use blades, draws
in air and amplifies it up to 18 times, depending on the model. The non-fan
produces "an uninterrupted
stream of smooth air" without the sound and it’s said to be easier to
clean because it lacks blades and a grill.
While this all sounds nice, an Advertising
Age article points out, the
real question is whether Dyson will have the same success with fans as it had
with vacuum cleaners?
Bill McLoughlin, editor of Homeworld Business,
has doubted Dyson in the past.
"I was skeptical in 2002," he told Ad Age. "His vacuum
was $200 more than the competitors who were headed in an opposite price direction.
At the time, it looked like he was running the Kentucky Derby backwards. But
anyone who thought that back then was certainly proved wrong."
to Homeworld Business, portable fan sales reached $527 million
in 2009. By comparison, upright vacuum sales were nearly $2 billion.
costing up to ten times what other portable fans cost, there is some evidence,
at least in the U.K., that Dyson is achieving success.
Paul Martin, buyer for
small electrical appliances at John Lewis, told The
Telegraph, "Sales of fans are up 177 per cent year on year and the
new Dyson model has led the way. Whilst it might be more expensive than a
regular desktop fan, customers love the design, the way it works and see
it as an investment purchase for the future."
Discussion Question: Will Dyson do for portable fans what it did for vacuum
- Dyson Air Multiplier – Dyson
- New Dyson Fan Is Cool, but Prices Are Not So Hot – AdAge.com
fan set to be gadget of the summer – Telegraph
- Sir James Dyson explains his bladeless fan- TelegraphTV/YouTube