As an interior designer, I'm often asked by my clients if it's a good idea to use similar colors and furnishings in a room. Their common belief is that similar colors will create a safe, clean-looking design. I tell them that although the design will be safe and clean-looking, it will also be very uninteresting. Why do I say that? Because a truly interesting room design requires dimension in fabric textures and natural material finishes, as well … Read More
Wallpaper Magazine For Interiors and design, fashion art and lifestyle. A good looking magazine with inspirational articles and ideas. Certainly of high merit for interior designers, if you are looking for fabrics you would need more that this one source.
World Of Interiors Magazine is the UK’s best magazine source for Interior Designers looking for fabric inspiration. The widest selection of the best houses photographed in the most lavish way. Other soruces include idFX, Wallpaper and Homes & Gardens magazines.
Many of these fabric companies sell a wide range of products including: chenille, contract fabric, faux / fake leather, mohair velvet, linen velvet, cotton velvet, wool, hand woven products, natural silk, cashmere and damask for upholstery, curtains and cushions.
Many interior designers are struggling at the moment in face of the economic onslaught. It is fair to say of course that many are doing fine. This article is aimed at small- to medium-sized interior designers who think they need to spice up their sales and marketing efforts to stay in business.
Firstly creative people often don’t ‘get’ business marketing. It IS a pseudo-science but not rocket science. To cut a two-year MBA short, you essentially have to: understand the needs of your target market; and sell and market appropriate products and services, with the correct price/quality/service offering, to that market. And you have to be passionate about it.
Some practical suggestions?
1. Cross Sell
You have just finished a job. Fantastic, well done! Move on to look for the next one? Well, right and wrong. The next job may well be closer than you think. It may be as close as one of the friends of the person whose job you have just finished.
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Host a thank you party at the client’s house. Tea-party, ‘cheese & wine’ party it doesn’t matter that much and it doesn’t have to be expensive. You will use the job as a showcase for your work. As your client is agreeing to host the party he/she is implicitly recommending your work and hopefully what you have done visually recommends itself anyway. At the party DO NOT put business cards on a table and spend the whole time socialising with your client or the best looking/most funny person there. You are a professional, act that way or go the way of the dodo. Network. Speak to EVERYONE, briefly. Exchange business cards or email addresses or get any method of future contact. Work out what you will say in the brief exchange beforehand, work out a few variants of what you will say.
2. Go Fishing
Use your design library as a design consultancy. Offer an hourly service to prospective customers where you will help them design their dream home. This must be a charged-for service. If your clients pays nothing they place little or no value in what they have received (please remember that for all your dealings, very rarely offer freebies). For the fee they get a space, access to a computer and to your library and to your expertise. When they realise they are almost there they will realise the magnitude of the project they have to manage and control and that you are better placed to do that. Of course now the initial fee becomes refundable against your project fee. There are many benefits to this approach; your new client feels like they have contributed to the ownership of the project and also your client has paid you to tell you what he/she likes so you have a great starting point for understanding the route of the project.
3. Use the down-time
You’ve got some more time on your hands. Research a related business or geographic area. Look at new technology – would becoming one of the Twittering Wits (Wittering Twits) on Twitter help you get more business (probably not) but technology can help improve or increase your profile or maybe save you costs internally or maybe help you work more efficiently.
4. Auction your services
No of course I didn’t mean ebay, though you could try. Think about your target market, who and where are they? How do you get in front of them? Try putting your services up for auction at the local private school or at a charity auction; that kind of place is where your clients might ‘hang out’. You know your market better than me. If these are not the right places go and find them. You will end up giving some of your services away essentially for a good cause HOWEVER in return you will get wide exposure and as your auctioned service was paid for the winner places a value in it and as your auctioned service was limited in scope the winner will hopefully go on to expand the scope and pay money to you for a bigger project.
5. Run a business
It’s been really easy over the last few years for many people. All that cash rolling around, all those nice things to buy? If you think back then maybe you could have been more discerning? Anyway that’s water under the bridge. Each time you spend money work out how much profit from client time or sold products is required to buy it – you will probably amaze yourself and realise that your existing Blackberry is good enough for the job and that you don’t really need this year’s model that much of the incremental benefits to your business are limited.
Look at your suppliers, if they have a fancy Chelsea Harbour showroom then you are the one paying for it, albeit indirectly. Showrooms are VERY expensive and companies that have very high cost bases like this might be more exposed to the economic vagaries of the market more than others. The high cost bases also make the products more expensive to you – are there same-quality alternatives available more cost-effectively? Only one plug for KOTHEA’s fabrics: “We do not have a Chelsea Harbour Showroom.”
6. Plan for the future
Many companies are desperately trying to hold onto key staff so that they will be well placed for the recovery if, and when, it comes.
Take a view on when you think things will turn round and plan accordingly.
A summary of my view is that the UK economy has, in the last few decades, been driven by The City of London and Housing and Cheap Finance – they are related to a degree. Many City firms have already started paying good bonusses again. This filters through the London/SE House prices and then that has a knock on effect in other regions and in supporting industries…like yours. Green shoots may well be there.
7. New markets
Think beyond your historical clients and look at economic and demographic trends. The population is ageing, does that present any opportunities for example?
8. Networking…again
This time with complimentary suppliers. Perhaps you could periodically meet up with sales reps from companies you work with to exchange ideas and leads?
9. Gifting
A simple thank you gift to a client can create enormous good will. Ask for a referral in exchange or schedule a 3 months meeting after you have handed over your project to the client. Ostensibly to check they are happy but another chance to ask them for leads.
10. Trend Presentations & Inside Track meetings
If you have a group of prospect clients or some wavering on making a decision. Organise and host a ‘trends evening’ several of your suppliers will presents trends in differing product areas to you and your clients. Whilst you might learn something new yourself you will find that as all the parties interact the big gainers will be your potential clients, who will hopefully become re-enthused about continuing their project and continuing it with you as the lead.
11. The client within
One of your biggest competitors will be the client themselves. Many more people are opting to do the project or part of it themselves. This will always be an issue but more so now than ever before. Work out how you will cope with that. You might want to choose suppliers like KOTHEA who will never deal with the general public only with the trade. This protects your business. You need to have a strategy on how you want to do this or you will unnecessarily lose business.
12. The competitor
You could partner with ‘trusted’ competitors to manage costs and work together on projects in the short term. Risky, but worth considering as work could be given back to you in your quieter periods.
13. Your products & services
Just read only then next sentence and then do what it asks you to before proceeding. “Write me an email telling me what your business does”.
You cheated! You read on. Anyway I would imagine that your email would have been paragraphs long. You are lucky that you are not accountants as, at a party, you have something that is perceived to be interesting to talk about. But some designers have been known to focus too introspectively at times.
However we are in a time of mass communications and limited attention spans – thank you SMS and Twitter and Facebook. Make sure you can be succint with your prospective clients when the need arises. Don’t confuse passion with effusive verbal dexterity.
14. Bit by bit
Think about selling one single million pound project. Then think about selling twenty 50,000 pound projects.
One approach to client penetration is to just focus first on getting in there and signing any deal. Do that tightly scoped piece of work well and then move on from there. eg just charge for the first phase of the design with the deliverbale being detailed plans for the client or just choose to work room-by-room. Or you could time-box developments for a trusting client who might want to trust you with GBP20,000 to do what you can within a month.
Different approaches with obvious individual drawbacks. Sometimes you may be required to think out-of-the-box. When you are required to so do it would be nice to have already given it some thought.
15. Makeovers
For a client’s forced house sale or for a sale that is tricky because of low levels of activity the appearance of the house is always key. Historically this area has made a difference in terms of the eventual sale price achieved nowadays it might make the difference between a sale or no sale. You could market a range of services here including renting items from your displays for a house open day. You also have the advantage that the seller is probably also soon going to be a buyer and potentially in need of your services for the new house.
If you found this useful there is more information <here> for those of you new to the industry.
Copyright KOTHEA Limited. This is a reworked article based on one produced in September 2007.
We are doing some work for a medium sized architectural practice. One of the partners asked me what the ‘in-vogue’ colours were for fabrics. This got me thinking.
There’s the usual stock answer where a fabric company would quote something which sounded like we were dress makers. “The in-vogue colours are the colours on the cat-walk”. Luckily I didn’t answer that way, partly because I haven’t been to a Paris catwalk for a while and partly because what colours we wear are not the colours we design our interior spaces with. I have a few reds and ochres in my wardrobe but none on my walls. Similarly I probably have proportionately very much more taupe around the house than around my body. So clearly the cat-walk comparison is wrong.
The time delay as well. There must be 2-6 months delays in getting the very latest fashions from the catwalk to the mass market retail outlets. It’s pretty hard to turn out new fabric collections regularly in that timeframe.
And then I thought some more. The job was for a Mediterranean villa. Are the colour trends in this country and in this climate the same as in such warmer climbs? Probably not. Hotter climates favour colours that are physically cooler. Picture the white houses of a stereotyped Greek village.
And then I thought about personalities. The villa owner is a wealthy and aesthetically discerning business leader. Will that sort of person have the same tastes and influences as the middle classes of a London suburb? Or will their Chelsea architect/designer reflect the aesthetic views of their personal domain? Some well-known designers push the same colour schemes again and again – because they look great and they work. Is that a trend?
So I came to the conclusion that what defines a colour trend will vary. It will vary by geography, by social aspirations & standing and many other factors. I’m not sure they vary by time that rapidly how we furnish, organise and decorate our houses does change but that change is more on the scale of a decade than the fadish seasonal change for clothing.
That seemed a bit of a cop out answer though. Let’s be analytical about it. What colours do we sell the most of? Well, to be honest, it is still the classic-contemporary feel. So plenty of taupes, white, muted neutrals and the delightfully named beiges. Even with the acidic greens, purples and violent colours of the early 2000s that were blasted in our faces on ‘Changing Rooms’; I have to say that the upper end of the market very, very rarely asked for or bought these colours. So surely the colours we sell are the ones that are on-trend? Maybe, but maybe also we self select the markets we target, the products we stock and hence the type of customer we attract.
And really I would probably question the original question as well. Fabric is much more than colour; texture and design are also key.
So where did that leave me? I probably should have thought of a sophisticated way of saying “just buy what you like” or “get to know what your client likes and sell them that” and said that, but I didn’t.
Many of these fabric companies sell a wide range of products including: chenille, contract fabric, faux / fake leather, mohair velvet, linen velvet, cotton velvet, wool, hand woven products, natural silk, cashmere and damask for upholstery, curtains and cushions.
KOTHEA use TFT in Ilkley for fabric testing. We recently had some Mohair Velvet and Cotton Velvet tested there for Cribe 5 / Crib 5. They are UKAS accredited.
Welcome to our monthly newsletter, providing you with the latest events and courses, trend forecasts, new sources, and answers to your interior design problems.
Trends
‘Until recently, lighting was an afterthought – which greatly limited its impact. But now most homeowners are aware of the role that lighting has to play and understand its value in setting the scene for their interior.
Part of this awareness has been prompted by the legal requirement for energy-efficient lighting; I predict that LEDs will play a more significant role in this area. We have also seen an increased demand for lighting that actually enhances the mood of an interior rather than just provide illumination. Balancing these elements is the key to a successful lighting scheme.
The central pendant has virtually disappeared and the ubiquitous halogen downlight is already in decline. There will always be a role for downlights (in one form or another, LED, energy efficient, etc) but there’s no need to saturate a room with light – far better to concentrate on specific areas using a combination of light sources to enhance mood and save energy’
Wayne Mottershead, Lighting Designer with interior design practice Carousel Design. Go to www.carouseldesign.co.uk and check out their new online design service.
This month don’t miss
Exhibitions, sales, fairs, courses and events you should know about.
Watercolours & Drawings Fair (until 8 Feb),The Flower Cellars, 4-6 Russell Street, Covent Garden, London WC2 . Several thousand pictures will be for sale, spanning every style and period from the 17th century to the present. Prices from £100 to £100,000 www.watercoloursfair.com or 01798 861815 St. Valentine’s Wine and Cheese Tasting (11 Feb), Clifton Nurseries, Clifton Rd, London W9, 6.30-9pm. They promise flirty white wines and seductive reds from around the world, married with robust cheeses and rustic bread – tickets are £20. Take the opportunity to choose a hand-tied bouquet for your beloved with an exclusive 20% discount. For tickets contact: guy.pullen@clifton.co.uk or tel 020 7432 1866.
St. Jude’s in the City (until 12 Feb) Bankside Gallery, 48 Hopton Street, London SE1. While St Jude’s Gallery moves from Aylsham to Itteringham in North Norfolk, check out their London exhibition of printmaking, illustration and their own screen-printed textiles, including work by Angie Lewin, Mark Hearld, Jonny Hannah and Christopher Brown. There will also be vintage pieces from architectural salvage and design business Retrouvius. www.stjudesgallery.co.ukwww.retrouvius.com
Andrea Palladio: His Life and Legacy (until 13 April) Royal Academy of Arts, London W1. This well-trailed exhibition devoted to the Renaissance master is the first to be held in London for over 30 years. Ticket hotline 0870-708488484 or www.royalacademy.org.uk 20/21 International Art Fair (19-22 Feb), Royal College of Art, Kensington Gore, London SW7. International modern and contemporary art – oils, original prints, watercolours, drawings, photography and sculpture from 1900 to the present . For details see www.20-21intartfair.com
The Chester Antiques & Fine Art Show (12-15 Feb), The County Grandstand, Chester Racecourse, Chester. 50 dealers from the North West of England and Wales, with some interesting specialisms such as arms & armour, 20thC film posters and fine wines. www.penmanfairs.co.uk
London Plant & Design Show (17-18 Feb) RHS Horticultural Halls, Greycoat Street and Vincent Square, London SW1. Early spring-flowering plants, with plenty of ideas and inspiration for urban gardeners and garden design. www.rhs.org.uk
The Listed Property Show (21-22 Feb), Olympia 2, London. This event provides owners of listed buildings with access to the products and services of around 150 specialist suppliers. Plus information on VAT, grants, insurance etc. For details visit www.lpoc.co.uk
International Antique & Collectors’ Fair (24-25 Feb), South of England Showground, Ardingly, West Sussex www.dmgantiquefairs.com One of the antiques world’s best-known fixtures, the Ardingly fair boasts up to 1,700 stalls and is only one hour from London. Tuesday is trade day, Wednesday public entry.
Antique Textile Fair (1 March), Armitage Centre, Fallow Field, Manchester. A favourite with enthusiasts in antique and vintage textiles and costumes. www.textilesociety.org.uk
Ask the Experts
Selected from our free Q&A service.
Q.I am looking to replace broken art deco tiles on a fireplace. Can you suggest any suppliers ?
A.Craven Dunnill Jackfield are specialists in
restoration projects, working closely with architects, conservators and companies such as the National Trust and English Heritage. Their heritage range includes a wide choice of Victorian, Art Nouveau and striking geometric Art Deco wall tiles, as well as encaustic and geometric floor tiles. They offer a colour matching service for customers wishing to restore an original feature, but will also reproduce other designs to match originals. Contact them for a quotation – all they need is an image of the pattern. An actual sample would be needed for manufacture. Tel: 01952-884124 or www.cravendunnill-jackfield.co.uk You might also take a look at the real platinum and gold art deco tiles from Original Style. Look under 6” traditional decorated tiles on www.originalstyle.com
Q. Where can I get hold of cane to repair my old dining chairs ?
A.J.A. Milton Upholstery Supplies has a very comprehensive range of DIY upholstery materials for sale by mail order and online. They stock four sizes of weaving cane for chairs, as well as natural and artificial rush, and useful handbooks. Visit their website www.jamiltonupholstery.co.uk or call them on 0870-7778934
Sources of the month
Kelly Hoppen was recently awarded an MBE for services to interior design. She is not resting on her laurels, but is busy re-opening her design school in Notting Hill. Her first short course, on 3 & 4 March, will explain the tools of her trade. It will cover all stages of a design project, from budgets, designing and floor plans to planning a room for practicality and style. For more details go to www.kellyhoppen.com
The English House has now opened a new shop selling its hand-made light fittings designed by architect Charles Morris. Their classical simplicity makes them as suitable for manor houses as for modern studios. The range includes chandeliers, candelabra, single and double-armed wall lights, swivel table and reading lamps, ceiling lantern and exterior wall lanterns. The chandelier is supplied with a unique link hook system, which is an integral part of the design. See the range at 17a Rugby Street, London WC1N 3QT. Tel: 020 7242 6727 or go to www.theenglishhouse.co.uk
If you’re after a Valentine’s present that won’t fade or be eaten, go for one of Fine Cell Work’s new hand-embroidered cushions. This linen appliqué ‘Ace of Hearts’ is designed by Melissa Wyndham and is £50. 020-7931 9998 www.finecellwork.co.uk
News
Smart space-age newspaper kiosks have appeared outside Sloane Square and Earl’s Court tube stations. Designed by Thomas Heatherwick (the man behind the East Beach Café in Littlehampton), they are brass on the outside and wood-lined on the inside. They open out in sections, with doors that contain the magazines. ‘Vaut le détour’ as the French say.
Since the US’s new first family chose Michael S. Smith as the next White House decorator, his recent book Houses (only published by Rizzoli last autumn) has completely sold out. It’s being reprinted at top speed and should be available in about four weeks. To reserve a copy, contact Potterton Books London on 020-7730 4235 www.pottertonbookslondon.co.uk
Books Cities of the World is an amazing 520 page door-stopper of a book – a sort of 16th century atlas of all the known cities. Originally produced as six volumes between 1572 and 1617, it features hundred of maps and engravings, panoramas and bird’s eye views – a precursor to Google Earth, but arguably more beautiful. It’s published by Taschen, costs £120, and is available from the smart Taschen shop at 12 Duke of York Square, London SW3 (020-7881 0795 www.taschen.com
The myriad of design sites on the internet makes it difficult for trade professionals to find the most suitable products for their projects.
The most well known and used site is The House Directory. Whilst accessible to everyone, this site remains an invaluable resource for all interior design professionals. The site was improved further with a full re-design in 2008 and subsequently re-launched. The site comprises a large database of over 3,000 companies covering all aspects of interior and garden design and decoration with a beautifully presented interface to the web. Cheryl and Nicolette at The House Directory are rightfully proud of their creation and boast the highest-ranked site for interior decoration directories in the world (Source: Google). The House Directory was formerly House & Garden Addresses.
Yet another promising new directory is the Technical Library Services showcase Savoir-Faire. This is well designed and looks promising for the future.
For a wider range of architectural products, the RIBA Product Selector would be the place to go.
For those designers specifically interested in top market fabrics including silks, linens, mohair velvets, faux leathers and the like then we would definitely recommend The House Directory or contact the companies directly.
Wallpaper Magazine For Interiors and design, fashion art and lifestyle. A good looking magazine with inspirational articles and ideas. Certainly of high merit for interior designers, if you are looking for fabrics you would need more that this one source.
World Of Interiors Magazine is the UK’s best magazine source for Interior Designers looking for fabric inspiration. The widest selection of the best houses photographed in the most lavish way. Other soruces include idFX, Wallpaper and Homes & Gardens magazines.
