If technology is the equivalent of craftsmanship, then Dyson already has luxury cred. Making the Airwrap even better would make shelling out the extra dollars worth it.
One of the most popular gifts this Christmas will be the $US600 ($900) Dyson Airwrap, a hairdryer-meets-styling tool that upended the beauty industry when it was launched five years ago.
But now that it’s facing competitors, perhaps the Airwrap isn’t quite as hot as it was. To stay atop the wish lists, James Dyson, founder of the eponymous company, must follow in the footsteps of fellow billionaire Bernard Arnault, who controls LVMH, and reinvent Dyson as a luxury brand.
