If I had money and was looking for a high end toaster, I'd pay $200+ for a European toaster like SMEG. It'd be more for the aesthetics than the functionality.
When you're paying that much money for a functional item, you're buying into a story. When you have a SMEG appliance, you're buying a sophisticated identity and a conversation piece. You're telling people you appreciate Dieter Rams type industrial design.
Somehow a Made in Michigan toaster doesn't have the same cachet. Neither do Black and Deckers or Cuisinarts.
(that said, Breville from Australia is getting away charging $200 for its toasters)
I agree, and this is just a by-the-way comment about Smeg. I always assumed Smeg was a bargain-basement brand because of its espresso machines, which appear to be rebadged Delonghi devices. There's one model that looks like a clone of the Dedica for example.
As another commenter pointed out, coffee-makers are one area where people are willing to pay thousands, e.g. espresso machines made in Italy or Germany that are robust and largely authentic.*
*Even though many follow virtually the same design and are made from near-commodity parts.
When you're paying that much money for a functional item, you're buying into a story. When you have a SMEG appliance, you're buying a sophisticated identity and a conversation piece. You're telling people you appreciate Dieter Rams type industrial design.
Somehow a Made in Michigan toaster doesn't have the same cachet. Neither do Black and Deckers or Cuisinarts.
(that said, Breville from Australia is getting away charging $200 for its toasters)