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The UK Design Council has a new case study up, on how design was used to prop up declining sales of steam irons as well as competing with cheaper asian imports. Here's a snippet,

The product was based on detailed analysis of the market which highlighted two areas for product innovation which would provide real benefit for consumers: making it faster and easier to fill the steam iron with water, and improving stability through reduced weight and bulk.
[...]
'Irons are one of the few products displayed unpacked on retailers shelves,' says product designer and Seymourpowell co-founder Dick Powell. 'This means they must express brand values and communicate functionality clearly and persuasively through product design.'