Established as a Leading Product in Just One Year
Positive Reviews for Customized Appliances like Bespoke
The experience zone of Samsung Electronics' third Project Prism product, 'New Chef Collection,' set up in Seongsu-dong, Seoul, on the 2nd.
[Asia Economy Reporter Dongwoo Lee] Samsung Electronics' new vision for home appliances, the 'Project Prism' business, has successfully achieved a smooth landing within one year of its launch, establishing itself as a flagship product. The 'customized appliances' concept, first introduced last year targeting the millennial generation (ages 25-39), is evaluated to have resonated with consumers pursuing diverse lifestyles.
According to the industry on the 15th, Samsung Electronics' Project Prism's first product, the 'Bespoke' refrigerator, accounted for more than 60% of the company's total refrigerator sales as of last month, rapidly expanding its sales share. The Bespoke refrigerator, launched last year, is characterized by allowing consumers to choose the product type, material, and color design according to their preferences.
Samsung Electronics, buoyed by the unexpected popularity of the Bespoke refrigerator, has strengthened customized appliances as a strategic product by consecutively launching the second product earlier this year, the AI-based 'Grande AI' dryer and washer, and the third product of Project Prism earlier this month, the ultra-premium refrigerator 'New Chef Collection.' Notably, the New Chef Collection, launched in collaboration with Italy's metal processing specialist 'Decastelli,' a first in the global home appliance industry, recorded hundreds of sales within two weeks of release.
The industry expects Samsung Electronics to release new home appliances such as the 'Cube Refrigerator' and 'Shoe Care Device' within this year as the next products of Project Prism. These products were first unveiled at CES 2020, the world's largest electronics exhibition held in Las Vegas, USA, earlier this year, designed to store wine, beer, cosmetics, and more at optimal temperatures.
Samsung Electronics believes that Project Prism appliances have garnered favorable reviews to the extent of leading market trends and plans to expand the target beyond the millennial generation to include older adults. A company official stated, "Since the Project Prism business started last year and is creating new trends in the home appliance industry, we plan to attempt various changes through innovative products in the future."
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