Over the past 2 years, as the central axis of life has shifted towards the home, the concept of spending time at home has changed significantly. Accordingly, home appliances have also evolved from being just mere products to being true companions in our everyday lifestyle and routines.
According to a recent survey on the reason for purchasing home appliances in 2022, over 60% of Millennial and Gen Z respondents noted that their most recent purchase of a major appliance was driven by needs other than just replacing a broken product. This figure has increased by 10% over the past three years alone, indicating that home appliances need to go beyond mere functionality and should offer real, practical value that is based on the consumers’ own needs and experiences while using the product. And so, we are now scaling up the Bespoke offering to invite more consumers to be a part of the Bespoke Home experience.
With the introduction of the Bespoke concept in 2019, Samsung’s Digital Appliances business ushered in a whole new era of customised home appliances that go beyond the conventional paradigms that previously prevailed in the industry. Instead of merely focusing on technology and functionality, the Bespoke philosophy also incorporates customers’ various needs, tastes and lifestyles into the product — pushing the industry to evolve to the next level. Following the positive responses we received after last year’s inaugural Bespoke Home event, this year we will further build on our design legacy and bring even more value to consumers through our home appliance products.