Retro Appliances
When customers face the decision of choosing an aesthetically pleasing product over a durable, functional one, they are often forced to make a decision. Do they choose the one that will match a home’s aesthetic but lack in quality, or the one that may last forever but look out of place? Though design and function often conflict, some companies have a track record of combining form and function seamlessly. These enterprises have mastered the art of functional design, often sacrificing cutting-edge bells and whistles to focus on simplicity. Simple but effective design guarantees a pleasant user experience, as it has for decades.
KitchenAid has embodied the concept of functional design for decades, employing nostalgic factors in its marketing efforts.
KitchenAid is a brand of kitchen appliances, kitchenware, and utensils owned by the Whirlpool Corporation. It is best known for its iconic line of stand mixers which it has produced for over a century. Their stand mixers have been marketed as multipurpose kitchen appliances for over 60 years, offering additional attachments for various culinary needs.
With its first commercial stand mixer introduced in 1919, the company continued improving and expanding its product lines (KitchenAid). Their products became an immediate success with the US military and for industrial purposes. In the 1930s, KitchenAid invited designer Egmont Arens to redesign their product for the consumer market by reducing its size and streamlining its design. Along came the K-series of mixers in 1937, which have remained virtually unchanged until today (Thompson).
KitchenAid’s longstanding reputation and retro design are two of the factors that drive the brand’s nostalgia marketing and advertising efforts. Its classic and minimalist aesthetics are a reminder of mid-20th century kitchen appliances that many customers grew up around.
Only in the 1950s did KitchenAid decide to expand its product color options. Today, new and unique colorways are still added to the line, including exclusive and limited editions, and colors of the year.
With the growth of interest in retro and retro-inspired products, KitchenAid rolled out a series of retro colors as an homage to their earliest products. The company recognizes that allowing personalization will help customers build a stronger relationship with the product (Mintel – SKA, 2022). This sales tactic enables customers and families to make memories associated with their products while expressing their identities and interests. (Mintel – CIA, 2021). KitchenAid offers around 80 different color styles of their legendary tilt-head and bowl-lift stand mixers.
As KitchenAid products last for generations, passing them down through the family means the stand mixer becomes a part of the family. The positive memories associated with treats, celebrations, and special occasions nurture a unique relationship with the product, unlike any relationships with other kitchen appliances.
“Nobody has nostalgic family feelings about toasters.”
—Megan Elias, CNET
At a high price tag of $300 for beginner models and upward of $600 for professional-grade models, purchasing a KitchenAid stand mixer is a long-term investment. KitchenAid is known as a reliable company that listens to customers’ needs and implements solutions. In 2021, cooking appliances accounted for 26% of Whirlpool’s revenue: $5.7 billion (Peters, 2022). Its enormous success is undeniable.
KitchenAid is synonymous with durability, reliability, and style. It comes as no surprise that KitchenAid’s flagship product, the KitchenAid stand mixer, has seen little design change since the introduction of the K-series mixers in 1937. The mixers produced today are almost identical to those that our parents or grandparents owned when we were children. The lucky few of us still own the machines handed down by our loved ones, and perhaps we’ll eventually pass them down as well.
Nostalgia plays an enormous role in KitchenAid’s appeal as products that remind us of the pleasant memories we shared with the friends and family that the products outlived. While KitchenAid products carry a hefty price tag, it is impossible to put a price on sentimental value.