More than 15 years ago James Dyson revolutionised the vacuum market with his unique cyclone technology. Dyson vacuum cleaners quickly acquired high volume and value market share, becoming an iconic and much loved British household brand. Since then, Dyson has continued to invest heavily in research and development, striving to innovate its products.
The Dyson brand has become known for continually re-defining needs and expectations of consumers: specifically for solving the design floor in vacuum cleaners where suction is lost as soon as they are switched on. The Dyson brand stands for 'No Loss of Suction' and its innovation.
One recent innovation that Dyson has bought to the market is the DC15 - an upright vacuum cleaner designed around a ball to be more manoeuvrable and to put an end to the back and forward movement of current upright cleaners. At a high cost premium, it was paramount that the launch of 'The Ball', as it came to be named, was seen as highly innovation, relevant and aspirational.