Aspiring to the Luxury Market

Benjamin Franklin once said that "Wealth is not his that has it, but his that enjoys it."

Well, there's no better place to enjoy wealth than in a state-of-the-art, luxury kitchen. And as a kitchen designer, there is no better feeling than signing the contract for that new kitchen.

Some dealers seem to get all the luxury contracts; while others continue to battle for every dollar with lower-priced jobs. These designers frequently wonder why the other guy gets all the upscale projects. The thing is, it's not by chance, it's by design. And that design begins with reputation.

Branding, marketing and fulfilling all contribute to a designer's reputation. And it's that reputation that lands them in the lap of the luxury client.

The definition of a luxury job varies by market, and designer. Akiva Goldstein at Atlantic Design Center in Brooklyn, NY simply puts a dollar figure to define the luxury market.

Marylee Forsthoff, marketing coordinator for the Kitchen & Bath Center in Evergreen, CO, considers the luxury client one who spends $75,00+, but adds, "it's also about clients who can afford high-end appliances, cabinetry, and countertop surfaces and the freedom to be creative."

Other designers, such as Samantha Fisher at Fisher Cabinet Works, Inc. in Tyler, TX, say, "A luxury client is a client who considers great design, ideas, accessories and upgrades - price is not a determining factor for these items."

Of course most kitchen and bath dealers and designers have already defined the luxury project for themselves. So the next question they must ask is how can they reach the luxury market? And how can they do it without spending a fortune?

Designers need to begin with their own personal brand. When it comes down to it, consumers are buying a person, not just a product. So a dealer or designer is selling not just products and services, but reputation, talent, a sense of design, business acumen and personality. In general, consumers know they can get cabinets, countertops and appliances almost anywhere. So what the designer brings to the table is often the determining factor for who gets the sale.

Dealers and designers need to create their brand by defining themselves in manner congruent with the luxury market in their community.

Over at Atlantic Design Center, Goldstein has done just that and believes reaching the luxury market is about his relationships with clients. "I would advise other industry professionals to build a relationship with existing clients - complete the jobs to the last detail - and, within reason, spend money on your existing clients. Do not argue over an extra roll-out shelf or cutlery divider, the $50 or $100 you spend is 'advertising dollars.' Newspapers get thrown out the next day, but the happy client will rave about you for years to come."

Karen Dry at Garrett Interiors, Inc. in Westlake Village, CA, approaches her branding efforts like this: "You have to become your marketing statement and never slide for a moment. Luxury clientele expect this. They'll stand for nothing less."

REACHING OUT

But it isn't enough to have a brand that both the designer and the clients understand; rather, it's essential to be "out there" bringing in new luxury prospects to the showroom. Here are 10 ways to reach the luxury market.

1. Get yourself published - There are a number of ways to accomplish this, from buying your way into some publications to persistence to luck. Magazines and newspapers are looking for content. Every project has a story and the most interesting and compelling ones can get coverage, but you must take the responsibility to let publications know about your story.

Signature Kitchens & Baths and TRENDS are two of the national magazines that allow you to purchase advertorial space to showcase your projects.

On a local level, develop relationships with the writers, publishers and editors of the newspapers and magazines. Forsthoff says that, "One of the most effective ways The Kitchen and Bath Center reaches luxury clients is through industry-related articles [that run] in a local publication every month with owner Marion Patterson's photo and name."