Premium class kitchens: a face-to-face blitz

The premium class is designed for people of a certain circle and ability, the very people who are not stingy and are willing to buy quite expensive “toys. For developers it’s a kind of carte blanche, because you can use the best, and therefore expensive.

The price is known to be influenced by a number of factors, including the cost of research work, exclusive engineering and design finds, the use of patented elements, materials.

It is also important to belong to a well-known brand, which not only guarantees the quality, but is also a proof of the status of the buyer. And this pleasure also costs money.Lifestyle dictates. And, of course, most owners of premium models choose them to accentuate their belonging to a special social group. All things that these people have, emphasize their wealth, respectability, taste.

To dot all the i’s, The Consumer conducted a blitz survey among potential buyers and sellers of home appliances.

My dear, you will be mine!

What is a premium technique?

Marina, 20: it’s expensive and very cool. Probably, it’s stuff for all sorts of stars and celebrities.

Natalya Sergeyevna, 47: It’s a pipe dream – an oven or a cooker hood that knows more than I do!

Nikolai, 23 years old: it’s just a way to show off to your girlfriends or co-workers, like, “Look at this thing I have. I think you need to be easier, including in your purchases. It’s just the thing, and it should work, not show off.

Danila, 18: Premium for those who want the best. Here I dream of headphones made of wood, it’s not something that everyone wears in the ears, it’s for connoisseurs of sound. I think it applies to everything: the refrigerator, and the stove, and a vacuum cleaner.

Natalia, 37 years old: premium class? I have no idea. I’m planning to buy a washing machine.

What dictates the choice of premium appliances?

Elena, 45: We have a home renovation, and changing the kitchen, respectively, decided to change the technique. The models I bought many years ago no longer satisfy me. Regarding the premium class, I did not think, I just need some pretty serious devices that can do a lot of things. So I made some choices, tried on some samples and finally chose models which will be at the forefront for a long time to come. It is also important that my purchases look great, it would not be shameful to show the guests.

Alexandra, 32: The hardest thing now is to choose a brand, there are so many that you get lost. So I started comparing appearance, features, durability and price. In the end, I chose the best option, as it seems to me, I was told that these devices will work for 15 years for sure.

Andrew, 40: I did not hesitate at all when choosing, of course, I should have paid attention to all sorts of features, but I was struck by the fact that the models looked convincing and professional, I did not hesitate.

In addition, an important factor was the range, in my kitchen for symmetry needed a device for the microwave, so that the speaker with it looked equal to a cabinet with an oven. We put a cupboard for warming dishes.

Tatiana, 55: For me, technology – is the most discreet thing in the house, that is, it always has to work, not to break down and be able to do everything possible. In addition, in the salon, I realized that I want to have all sorts of interesting devices, for example, I liked the steam cooker and grill, Wok and coffee machine. In a word, my appetite has grown, so has my bill.

Svetlana, 40 years old: I bought the equipment from the producer I trusted for a long time, that’s why I didn’t doubt and didn’t search. In my opinion, everything is thought out here, even the things I will never know.

Who buys it and why?

Anna, account manager of a kitchen salon: For many customers the choice of equipment is closely linked to the choice of furniture. And if you have to buy an expensive garniture, without premium models simply can’t do – the choice is binding.

So first of all they look at the brand and design, and the premium models always look flawless. But the features and capabilities, oddly enough, they are interested only superficially.

Sergey, the manager of a kitchen salon: not always customers who choose an expensive kitchen, ready to equip it with premium-class appliances. Some people are sure that the price is exaggerated and they just don’t agree to pay for prestige. It’s understandable, in many houses there are no strangers in the kitchen, and the cooking is done by the housekeeper.

Alexander, the representative of the household appliance store: premium appliances help confirm the status of their owner, even in the kitchen, where neither his employees, partners, nor competitors will ever show up.

Of course, not all customers understand the difference between conventional appliances and this one, but those for whom quality and features – the most important, they see it. They make their choice consciously and are willing to spend money on it.

Alexei, a designer: a buyer who drives a Bentley, can’t get out of the habit of surrounding himself with the best. It also happens so that the model and brand like it, that is, cause an acute desire to own it. Emotional choice is most often made by women housewives, they should enjoy the things they will encounter every day.

Comments of companies’ representatives:

Natalia Bobrova, advertising and PR manager at Gaggenau

Engineering and design work is behind the production of luxury appliances. That is why revolutionary novelties appear first and foremost in luxury manufacturers. Gaggenau engineers came up with the following innovations, for example: a countertop cooker hood, a special high-capacity cooker hood and a cooker hood with the Coanda effect.

For many consumers our brand stands for high-end kitchens. The brand appliances are characterized by a combination of special technology, noble materials, ease of use and clean lines design, reflecting the life style of people with high demands.

People opting for luxury appliances want individuality, they want to avoid the monotony of mass-produced items. This is why premium products are priced so highly.

As for the customers, for some of them buying these models is one of the proof of their privileged position in society. For others, it is the opportunity to cook professionally at home thanks to the special functions of the appliances. But despite the difference in motivations, they are united by refined taste: they are aesthetes who want to see only flawless appliances in their kitchen.

Maria Vlasenko, Electrolux Product Manager

Premium class appliances have higher functionality. In its development, we take into account even the smallest nuances of comfort and usability.

For example, washing machines have technically secured a higher spin speed of the drum when wringing the washer, up to 1800 rpm, additional noise- and vibration-damping devices are installed, such as automatic shock-absorbing feet, a full control over water leaks both in the supply hoses and inside the appliance.

In addition, for the convenience of operation, the washing machines are equipped with weight sensors – when the laundry is loaded, the LCD display shows the maximum recommended amount of laundry for this program and the current number of loaded laundry in kilograms, and also shows the recommendation on the dosage of detergent.

For easy loading and unloading of washing machines and dishwashers, they are equipped with interior lighting.

These are just some of the many useful options and functions that come with PRAGENAU appliances..

Of course, these features have an impact on the price. The extra features and appliances listed above cost money and in addition, the more expensive design, such as the hull, the hatch or the stainless steel controls make premium appliances more expensive.

The word “premium” speaks for itself. The appliances in this class are designed for the most demanding customers who prefer the best in terms of quality, function and design.

Exactly for such consumer Electrolux creates technology with an exclusive, unique design, perfect from a technological point of view, equipped with innovative features.

Elena MOZZHUKHINA, Marketing Manager of Teca Rus LLC

If we speak about premium class technologies, then, first of all, design acquires a great importance. People who buy economy class equipment, first of all, care about minimum functionality and reliability, whereas buyers of premium class products look for a multifunctional device and an additional stylish design element.

In this connection the technique of the premium gets individual features of appearance, the technique of one brand often cardinally differs by design from technique of other brand, and in model line there is a huge variety of styles.

Besides, in these products technical equipment and availability of the most modern technologies are very important. And it is not so important whether the buyers will actually use these features or not.

The main thing for them is to be aware of the fact that they keep up with the times and follow all the technological innovations. In the premium appliances segment, the country of origin is of particular importance.

Here, of course, European countries play the leading role. People are willing to pay more just to avoid getting a product made in Asia, which traditionally causes mistrust. And again it is not only a concern for quality and reliability, but also a question of prestige.

Generally speaking, manufacturers of premium equipment often sell it under brands that are not known to the mass buyer, that do not have a wide advertising and PR support. But for these brands is clearly fixed the image of exclusivity, technology and high quality. In my opinion, there are natural and artificial reasons of high prices for these devices.

The objective ones include, first, the use of the latest technology and maximum functionality, which naturally increases the cost of the product. Exclusive design solutions also require large investments in connection with the materials used and the complexity of execution. Thirdly, the cost of equipment naturally increases if the manufacturer is a European country.

It’s no secret that the labor costs in Germany, for example, are many times higher than in Asian countries. Besides, the class of appliances obliges the manufacturer to provide the product with high quality and thus more expensive packaging, instructions for use, etc.d. Even the very presentation of premium equipment at the point of sale, as opposed to a simple exhibition in chain stores, often leads to an increase in overall costs and, consequently, the price of the product.

The artificial reasons for high prices comes down to the fixed idea that premium class appliances should cost a lot. In this case, the high price often plays more of a positive role than a negative one. Paying a lot of money, people get confidence that they really bought an exclusive thing, “stuffed” with all the latest technologies, the most stylish and of high quality, which others do not have.

Plus, the high price plays into the hands of those manufacturers who have brands with a stable premium image, as again the high price only emphasizes the individuality and style of the brand. The target audience for manufacturers of premium-quality appliances is mature people aged 25 to 50 who have a regular, high income. More likely to have a family.

Those wishing to emphasize their individuality and belonging to social elite for whom even the functionality of appliances is not only practical but also prestigious.

Anna MOSINA, Training Manager at Gorenje

The Gorenje premium brand appliances incorporate all cutting edge developments and innovations in technology, design and safety. The equipment and functionality of such equipment is usually much higher compared to other classes of appliances.

Due to the high costs of development, production, configuration and cooperation with famous design studios, premium class appliances cost a lot more than other appliances.

It is most interesting and appealing to people who demand the best quality and functionality of appliances, who are discerning and seek out technical and design innovations and who want a modern and personalized lifestyle.

As a rule, these are middle-aged people who have enough money, want and have the opportunity to use the latest developments of manufacturers of household appliances.

Maria Shiryaeva, marketing manager of Elica CIS

As a rule, any premium appliances are distinguished by innovation, cutting-edge design, high quality, safety and modern finishing materials used to create it.

Innovation can be expressed in any element, as far as a cooker hood is concerned, from the lamps used for lighting the hob to the sound absorption systems. So in addition to standard and halogen lamps, neon and fiber optic lamps are also used that turn the hood into a fascinating element of the interior.

Not forgetting the hood control. As a rule, the expensive models use electromechanical or electronic buttons, control in the form of a sensor or joystick. An important step in this field is also AST Technology Automatic Sensor Technology , which is a combination of heat, temperature and humidity sensors.

It allows for full automation of the work of the cooker hood. You only turn the knob on the hob, and the hood starts working and sets the mode itself depending on the intensity of cooking.

Among other trends, the cooker hood is becoming a means of communicating with the person. For example, the weather display in the hood shows you the weather outside cloudy or sunny, raining or snowing and the air temperature. Well, if you need to determine the exact time of cooking, the built-in timer will help you. And an electronic clock on the control panel of the hood shows the current time. The innovations also affected grease filters.

Grease filters are now available completely in stainless steel. These filters last longer than aluminum filters and are much easier to care for. Besides the design of these filters allows to clean air as effectively as possible in comparison with usual filters. One of the trends in appliances is to work on increasing the performance of the hood and reducing its noise level. And if they use highly advanced technology, a priori, a cooker hood does not come cheap.

One well known technology is perimeter suction, where the air flow from the cooker hob is directed to the outer perimeter of the hood, which not only reduces the noise level, but also creates no extra load on the motor and allows to reduce energy consumption.

Another option is the use of special panels of sound-absorbing material in the design of the hood. These panels reduce noise levels by 3 dB, which corresponds to a 50% reduction.

If we look at the problem comprehensively, other factors also influence the noise level produced when a hood is in operation: for example, the material from which the ventilation unit is made. If it is plastic which costs more , the hood will work more quietly, if aluminum, then louder.

The second major trend is for the cooker hood to become an interior design element. Such hoods are usually not only design solutions, but also differ in the materials used in them. The shapes are also the most unusual, associated with something cosmic. For example, hoods can be designed as a lamp or chandelier with different “lampshades” of Venetian glass, stainless steel or tempered glass.

At the same time, in addition to cleaning the air, the hood also illuminates the space, not just the cooking surface. Keeping all qualities of the air purifier, the hood can represent a multimedia center with plasma panel and include the following functions: to act as usual PC access to Internet, give an opportunity to watch films and listen to audio CD, to be, finally, just a TV.

The hood operates fully automatically, and the noise from the motor is so low that it won’t bother you at all when you’re watching a movie or listening to your favorite music. The target group for premium extraction hoods are high-income, 30 to 45 year olds who are looking for something special for their kitchen. Price is not a priority for these people. It’s important whether they like the product and whether it fits perfectly into the interior.