Recent Study: Irons in Japan
Irons in Japan continued to see negative growth in 2013. While premiumisation was seen in some consumer appliances categories such as rice cookers, the trend did not reach irons. The majority of consumers preferred to purchase economy or mid-priced models with standard features while manufacturers increased their efforts in introducing premium priced offerings. As a result, irons experienced a downward trajectory for two consecutive years since 2012.
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