The traditional business of interior design has been disrupted by
a rapidly growing range of competitors out to steal market share
from designers’ elite clientele.
The most recent ASID Interior Design Outlook and State of the Industry report reveals the current reality of the interior design industry. “Demand for interior design services in some sectors may begin to taper off somewhat in second half of 2019 and into 2020,” the report states.
Further, the report advises, “Smaller firms and sole practitioners will need to innovate their business models to stay competitive.” With 42,200 design firms and 69,222 working interior designers, being at the top of your marketing game is critical to your success.
In today’s market designers must be as exceptional marketers as they are exceptional designers to succeed. This new book, Marketing the Luxury of Interior Design, will show designers how with marketing strategies that work.
The traditional business of interior design has been disrupted in the face of growing competition, arising from retailers moving upscale with more sophisticated design resources (RH, Crate & Barrel), offering complimentary design services (Ethan Allen, Pottery Barn, West Elm), and emerging new-age internet etailers and services (Wayfair.com, Havenly.com). What these competitors share is expert marketing.
Complicating matters further, consumers are increasingly taking a do-it-yourself approach to home design and decorating challenges, empowered by HGTV and other sources of information that portray an oversimplified and unrealistic picture of home improvement projects.
To win in this new marketplace, designers must be exceptional marketers as well as exceptional designers.
Designers dedicated to providing customized, professional interior design services need new marketing strategies to succeed in today’s competitive and complex market. To win in this new marketplace, designers must be exceptional marketers as well as exceptional designers.
This book is a designer’s guide to marketing success. Based upon research that author Pam Danziger, president of Unity Marketing, is known for, this book identifies the best clients for interior designer services and reveals how to reach the target customer with branding and marketing that connects.
With a foreword by Cary Kravet, President and CEO of Kravet Inc., a leader in to-the-trade design resources, this book helps prepare interior designers to be more proficient and effective marketers as they confront today’s changing market for professional interior design services.