Range cookers versus ordinary cookers rivalry feeds ‘cooker wars’
Range cookers versus ordinary cookers; it’s a commercial war that’s heating up fast, keeping pace with the fundamental changes we’re seeing happening to Western culture and values. Who would have thought something as prosaic as a domestic heating appliance could reflect the Zeitgeist so accurately! So what’s going on?
Like with all goods and services, demand fluctuates depending on multiple factors. Not so long ago, before the banking crisis and credit crunch hit, we were locked into a cycle of greed. Stuck in a throw-away society the like of which had never been seen before. It’s hard to imagine now, in such a different economic, social and cultural climate, that the Western world behaved so selfishly, thoughtlessly and greedily for so long. But that’s the past.
Today life looks very different. More of us than ever are recycling as much as possible. We’re using fewer resources and buying goods with more forethought. As a result the humble range cooker has come into its own.
How come? Quality, durability, efficiency and a long life are suddenly back on the menu. Rather than buy a cheap ordinary cooker with a two year guarantee, which can easily be a horribly expensive false economy, we’re going for quality, longevity, good looks and high performance instead. Not so long ago you’d buy a new appliance without so much as considering the kind of energy it used, how long it’d last and even how it looked. Now we’re a nation of appliance geeks, checking the spec and small print in detail before opening our wallets.
Interior design is more important than ever too. But not from the ‘look at the size of my bank balance’ perspective so many people operated from in the bad old days. We’re not trying to out-do one another any more. We’re more interested in long-term comfort, style, efficiencies and economies.
We’re also moving house less often at the moment, making the most of the homes we already have or extending rather than buying a bigger place. And when you’re planning to stay somewhere a decade or two rather than just a couple of years, reliable, quality appliances become vital. Something like a rock solid, contemporary masterpiece of a Gas Aga might cost more than your average day to day cooker. But it will outlast your average cooker many times over, delivering reliable service for the duration and way beyond. Quite apart from adding value to your home when you eventually sell!