Samsung BESPOKE AirDresser 2023

  • 2023

  • Product
    Domestic Appliances

Designed By:

  • Samsung Electronics Co., Ltd.

Commissioned By:

Samsung Electronics Australia

Designed In:

Korea, Republic of

Samsung’s BESPOKE AirDresser takes an innovative approach to clothing care using powerful air and steam to help remove up to 99.9% of certain viruses and bacteria, house dust mites[1] and certain odour causing gases[2], refreshing and sanitising clothes between washes. It features a sleek mirrored finish, dehumidification functions, and self-cleans.

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  • Samsung challenged itself to develop an appliance that offers safe and hygienic treatment for clothes in-between washes, and promotes the longevity of clothing. This was important due to: 1. Ongoing awareness around the spread of germs and increased concern around air quality due to COVID-19 — 45% of Australians agree it's a global issue of concern[3]; 2. Awareness around the potentially harmful effects of chemicals used in dry-cleaning processes; 3. Research showing 37% of Australians have been scared to wear an item of clothing because of the washing/care instructions[4]; and 4. A consumer desire to choose products designed for durability/longevity (46%)[5].

  • In addressing hygiene and harmful chemical concerns, the BESPOKE AirDresser 2023 uses only powerful air and steam to remove up to 99.9% of germs, allergens and dust, while refreshing and sanitising clothes[6], and removing certain odour causing gases[7]. Wi-Fi enablement enables users to draw on SmartThings Clothing Care for support in understanding which of the 24 cycles best caters to cleaning and caring for the specific fabric/ garment types to take the thinking out of laundry. Its AI innovation also learns users’ favourite cycles and automatically recommends them when it detects repeat garments (e.g., school uniforms, etc.).

  • MKTVUE data[8] found the laundry cabinet market grew almost 100% over the past 12 months. The Samsung BESPOKE AirDresser holds 25% market share. The category is projected to have steady growth. Consumer comment: “We won’t go as far as to say the Bespoke AirDresser from Samsung Electronics Australia is like having your own personal dry cleaner, but it’s basically the next best thing.” – Man of Many ( Samsung research shows, of Australian AirDresser consumers[9]: > Monthly use of a dry cleaning service decreased by 23% post-purchase (74% vs 51%). > Average dry cleaning bills per month dropped 49% post-purchase ($68 vs $35).

  • The Dehumidification function helps keep rooms dry and helps protect clothes from mould by extracting moisture from the air and expelling dry air. It also removes the need for an extra dehumidifier. The Jet Air system and Air Hangers blow powerful jets of air upwards and downwards to loosen and remove dust and odours[10], from inside and outside clothes. Wrinkle care removes up to 100% of wrinkles from woollen clothes and up to 80% from rayon material, reducing the need and hassle of ironing[11]. Heat Pump Drying technology gently dries clothes at a low temperature, reducing the risk of damage and shrinkage to clothing.