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FRESH CARE WARDROBE
The problem:
One time worn clothes smelling like, sweat, coffee, commute, or work, being projected to full cycle wash for 90 minutes with 40 to 60 litters of water usage.
While, one time clothes can be sanitised with quick wash (9 minutes) consuming water up to 1.2 litter.
Pain points:
- Clothes that need light sanitisation being subjected to full wash
- 90 minutes wait time
- Excess water and energy waste per cycle
- Delicate fabrics
- Clothes come out wet
- Having to hang clothes on railings for 2–3 days to dry in damp weather
Population Effected By The Problem:
- Office Workers
- Daily Commuters
- Gym users, Athletes
Market Gap:
- Total UK market of washing machine is 1.6 billion pounds
- With 89.5% over saturation of washing machines at homes (Link)
- Every UK retailer has 8-9 Kg front loaders but zero 1.2 Litter machine
Demographic Shifts
- Renting and micro living surge
- People are more hygiene focussed because of Covid (Link)
(mindful cleanliness- the need to chuck items in washing machine after one wear due to fear of germs)
Current Market Solutions:
- LG Styler is providing steam wash wardrobe to kills germs that costs around £1,699.98 (Link)
- LG Styler Product video (Link)
- Samsung AirDresser uses heat pump technology with price range on some websites from £2,868 to £4000 (Link)
Customers desires:
I've stopped wearing suits to work since the end of January. I wear a set of personal scrubs to and from work, changing into work scrubs whilst at work. COVID19 is in a controlled phase (fingers crossed) here and work is back to normal. Many of my colleagues have gone back to wearing their usual clothes but I still have reservations about bringing work clothes back. There are UVC and Ozone machines available but it seems the former damages fabrics with repeated use, and I'm not sure I want a source of ozone in the home, so this leaves the two steam cleaners in the title. I'm primarily looking at them to clean/ sanitize. (Link)
Consumer's Reddit Thread:
https://www.reddit.com/r/Appliances/comments/rukf2g/comment/m4bbt7y/
I love the design and its features but for $1680??? I would consider it for maybe half the price. (Link)
I’ve had one for two years and I loveeeee it. I wear wool coats / linens a ton for work and it helps refresh them. It will not refresh “smelly” clothes like gym pieces, but is more than enough for my coats to extend between washes. It can also steam crease my pants from a presser inside the door itself.I use a spray bottle with some rinse & refresh or clip a dryer sheet inside, and it works so well to release wrinkles too.I also love the gentle dry setting for delicate sweaters, and I can machine wash almost anything now - knowing I can dry it thoroughly and quickly with the LG. (Link)
At the moment, the market is quite small. Industry reviews generally regard the LG Styler and Samsung AirDresser as the two leading consumer garment-care cabinets, with LG often receiving higher marks for wrinkle reduction thanks to its moving hanger system, while Samsung is praised for sanitization and integration with the Samsung ecosystem.
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