In 2012, Morphy Richards Ltd and Philips Consumer Electronics UK Ltd continued to lead the United Kingdom irons market with volume share of 21% each. Groupe SEB Uk Ltd ranked third with Tefal, Rowenta and Moulinex brands accounting for 12% volume share. Brand loyalty, innovation and price reductions play big role in the continued market leadership for these brands in the UK.
The decline in retail volume sales of irons by -2% in 2012 was mainly due to the increasing trend of younger males not ironing their clothes with decreased employment opportunities and relaxed office environment demands in the UK. The country reported high unemployment rates through 2012 and the motivation and styling for a sharper appearance declined. Furthermore, offices in the UK withdrew from the previously popular English attire to a more relaxed semi-casual outfits. This relaxed office outfit environment was strongly observed across all industries except for financial and client-based roles where the employees are still expected to present themselves in a suit.
Irons does not have the aspirational appeal like some of the consumer electronics product lines. Yet educating consumers about the capabilities and benefits of steam generators is a major sales opportunity for retailers. It is also important to help busy consumers understand the benefits of regularly upgrading any iron to take advantage of the fast developing technology.
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