In the strict binary code of fashion, here's what's out: ironing textiles or clothes by hand. What's in: steaming them. Thanks to busy lives, casual workplaces and no-iron fabrics - fewer people iron their clothes or textiles at home these days. But sales of garment steamers, fed in part by the popularity of fashion reality shows like "Project Runway" and by product innovation, are seeing some growth. Sales of garment steamers were $73.6 million for the 12 months ended in March, an increase of 12% from $65.9 in the prior year period, according to the NPD Group's Consumer Tracking Service. The product gained 19% in terms of dollar share in the total garment care category. Long used on the commercial side, garment steamers for the home can reduce ironing time by as much as 50%, said Kim-berly Chaveco, senior project manager at Rowenta, The company's IS6300 Master Valet Garment Steamer offers vertical support so clothing can be pressed while steaming. MSRP is $185.
展开▼
