First Pizza of the Season: Tasty Margherita. Only three-minutes and molto buono!

The saying, “the kitchen is the heart and soul of every house,” is one of those adages you can’t really appreciate until you see it in action. But of course, it makes perfect sense. The kitchen – whether indoors or out – is a natural focal point for nearly every facet of a home’s activity.(After all, I’ve been preaching about this for years to our clientele.) It is so true that no longer is it the cook’s domain – simply an appliance haven of fridge-oven-sink.   The kitchen has become the nucleus of the house – the hot spot for socializing, eating, or just hanging out. It’s where you pop in for a snack and a chat with the kids, where you sit with your laptop and read the morning’s headlines, and where you spend hours crafting a holiday meal (or at least opening take-out containers) with those you love. Call it the family room with food – the kitchen is undeniably the it locale.

Can't think of a better way to enjoy an evening with friends. Who needs a table! (Nat's taking the photo)

This weekend, my wife and I spent Saturday evening ensconced in the most basic of home-entertaining practices: we had friends over for dinner. It was a beautiful Southern California evening, the outdoor pizza oven was hot and ready for everyone’s make-your-own creations (mind you, after 4-hours of prep, feeding it aged almond-wood to get the refractory clay surface to 650 degrees Fahrenheit – no Domino’s one hour or less delivery here!) After transforming our backyard dining table and furniture into an al fresco oasis – all we needed was hungry diners. As the evening progressed – our guests assembling their pies, me standing guard at the pizza oven – I realized that although everyone was well fed, we hadn’t actually touched our outdoor table. All the eating, cooking, and socializing hovered around our outdoor kitchen and never budged. We all seemed to bring the chairs over and line them up in front of the kitchen. It was oven-to-mouth… oven-to-mouth…times ten pies. Even later, when the night cooled off and dessert rolled around, our ambition to gather in our indoor dining room (around a table custom-designed for its space, no less, and one that we like to use as often as I can) was thwarted as we found ourselves perfectly cozy in the kitchen, draped over counter-tops and stools, casually sipping coffee, eating sweets; definitely not missing chairs-with-backs for even an instant.

Home design is an ever-evolving art, one that’s always shifted with our culture to reflect new priorities. Now, it’s apparent more than ever that our homes crave centralization – a hub from which we can extend all the reaches of our lives: family, work, entertainment, technology. And of all the rooms to assume this role, the kitchen has emerged as the overwhelming victor. It has morphed from “utilitarian” to “meta-functional,” and now requires a specific toolkit of products and design elements to support its new part in our home life.

Note to homeowners: When considering the kitchen, think beyond food, beyond dishes and glassware, beyond size and ease of cooking spaces. Instead, embrace the kitchen as the new horizon of home-lifestyle composition and acknowledge the infinite possibilities it brings with it.

And note to designers, dealers and manufacturers: Don’t underestimate the importance of developing and creating products that truly make a difference in the way the end-user lives and experiences day-to-day activities. Designing spaces and creating environments where our clientele can appreciate the things in life that really matter such as enjoying friends and family – while creating memorable experiences as often as possible – long after their remodel or new home is complete. In doing this, our livelihood becomes more than a point of sale for our products or services, rather it becomes one of the most rewarding parts of our professional lives.

Christopher Robin, David Schlocker, and Neil Greenwood of DRS soaking up the fun on the Dwell on Design exhibition floor

LAUFEN, a leader in bathroom design for over 100 years, was at the event showing off the Swiss perspective on bathroom culture. The mimo collection caught many eyes with its uniquely retro white and black vanities. Visitors to the booth couldn’t resist reaching out and touching the ILBAGNOALESSI dOt Collection, with its sleek shape and leather-inspired black matte finish. LAUFEN was sure to leave members of the design community with plenty to *dwell* on this year.

LAUFEN exhibition at Dwell on Design

LAUFEN mimo collection at Dwell on Design

Bardelli Wall Tile through Hastings Tile & Bath (Fornasetti ceramic Vase available at Barney's)

If ICFF is the equivalent of contemporary eye-candy, two our clients were the cherries on top of that delicious Sundae.  Hastings Tile & Bath was a part of the Ceramic Tiles of Italy Pavilion – specifically the Bardelli Fornasettiana exhibit.    As the exclusive importer and distributor of this popular line, Hastings made many people happy when they explained that they have the full collection in their showroom in the Architects & Design Building in NYC.

Close-up of Bardelli Wall Tile

The graphic Fornasettiana display was literally stopping people in their tracks as they responded to the iconic Fornasetti designs and the newer designs which were created by Fornasetti’s son.  People asked to be photographed in front of the display, as if they wanted to be a part of the design.  It was fascinating to see, and gratifying to listen as people told us about their personal relationship with, and love of the Fornasetti designs.

Bardelli Tile distributed exclusively by Hastings Tile & Bath

LAUFEN mimo Collection debuts at ICFF

LAUFEN’s booth drew people in for a number of reasons.  Touting their ‘Swissness’, LAUFEN had an eye-catching video explaining their philosophy of design and showcasing both the designers and the crafting of their products.  Their Mimo collection is pop-art reconceived as bathroom furniture. Attendees could not help but come over to look at, and touch the cabinets and the sculptural sink and vanity.  The vivid colors were a lovely contrast to the soothing white ceramic sinks. Many people were also completely taken by The ILBAGNOALESSI dOt Collection, designed by Wiel Arets for Alessi Design Group and created by LAUFEN.  Shown in a matte black finish, the dOt is named for the round, dot-like recess which adorns nearly every piece in the collection. If you didn’t understand ‘Swissness’ when you approached the booth, you certainly had a better understanding when you left!

And that’s me, Jocelyn Hutt appearing in the Mimi mirror!

On Monday, March 29 Caroma, the worldwide leader in highly efficient dual flush toilets for commercial and residential use, had their Profile Smart toilet with integrated sink and Sydney Smart™ toilet featured on The Today Show’s Green Gadget Time segment. In anticipation of this year’s Earth Day, renowned gadget expert Steve Greenberg demonstrated the features and benefits of Caroma’s water conserving yet powerful toilets to Kathy Lee Gifford, Hoda Kotb and the millions of viewers who tune into the popular daily morning program.

In the segment, Greenberg described how the Caroma Profile Smart toilet effectively recycles water by allowing users to wash their hands in the integrated sink with fresh water that drains into the toilet tank to power the following flush. Greenberg wowed the audience by easily flushing a potato and two limes down the Sydney Smart toilet. This successful demonstration proved how the large trap together with the flush-down technology of the Sydney Smart toilet virtually eliminates blockages even when using the low-flow feature of only 0.8 gallons of water!

For more information about Caroma Dual Flush toilets, visit their website: www.caromausa.com

You can see the full press release here: Caroma® Smart Toilets Featured on The Today Show

And watch the whole clip on the NBC website. The Caroma segment starts at about the 2:40 mark in the clip: Green Gadgets Help Save Planet and Money

Caroma Dual Flush Toilets

You can't do that! Flushing two limes and a potato.

It worked! Two limes and a potato flushed with a Caroma toilet.

New indicators over the past month or so have been showing that luxury markets are beginning to recover as the affluent are returning to their familiar spending habits. As the luxury market rebounds, however, will it be the same as it was before the worldwide economic crisis? We have been trying to get a head start on these market changes by encouraging all of our clients to take a more active roll in not only their websites but also things such as social networking, online marketing, and new online media.

The “Annual Worldwide Market Study” was just released by Bain & Company, and while it forecasts that luxury markets will continue to have a rough road ahead for the rest of 2009, they will begin to increase by a small 1% margin in 2010. The study also makes predictions which show that the luxury market will change in the coming decade. Bain concluded their presentation of their study with 10 global luxury trends that they foresee taking place in the coming decade, and starting in 2010. While these are just predictions, many of them hit on a common theme that we have seen firsthand with our clients and the markets they represent.

1. Bain – Younger consumers and new groups such as working women will become the dominant segments as baby boomers age and retire.

DRS Response – Marketing and catering to younger segments is a must. As the baby boomers retire and decrease in their numbers in the next decade, new generations will take their place as the luxury consumer of the future. A key point is to not overlook by any marketer – we must learn to communicate and reach this younger segment utilizing the methods they consider relevant – today.

2. Bain – Aspiration will evolve into new relationships with brands as consumers look to fill different emotional needs with their luxury purchasing.

DRS Response – New generations of  ”new” consumers will have new and different emotions within their purchasing habits.

3. Bain – Retail networks and product offerings will see greater and greater customization by country and even by city-one size fits all has stopped working.

DRS Response – Many if not all of our clients have caught on to this growing trend where the need to have the ability to customize luxury products is an essential part of the purchase. Not only do these customizations provide a more personalized product for the consumer, but it also gives the consumer a closer connection to the product as they have the ability to interact with the creation of the product directly, hitting on a new emotional bond with the luxury products similar to the IKEA effect.

4. Bain – Growth in China, South Asia and Central Asia may cause Asia to overtake Europe and the Americas as the largest global luxury market region.

DRS Response – This is a fairly obvious prediction as the balance of wealth has shifted over the last decade and with globalization, the availability of information, accessibility, logistics and access to more and more luxury goods from outside of Asia does not become an issue.

5. Bain – Asia`s diversity (more than 15 countries, more than 300 cities, and more than 50 million consumers) will stretch luxury brands` marketing and supply chain capabilities.

DRS Response – With new markets will come new challenges in serving these markets with the efficiency that has taken years to prefect in other regions. In addition, different cultures have different cultural needs, social faux pas’, and different ways of doing business. The luxury companies that are able to diversify to these markets most efficiently will be the ones that come out well ahead in these new, diverse countries.

6. Bain – Market pressures in a turbulent recovery will drive a second wave of luxury consolidation.

DRS Response – Consumers who are still willing to spend during these times will be looking for additional reasons to purchase and feel good about it. Hot points such as sustainability or environmental issues, authentic and original products, truly crafted or technical designed production, quality and durability, all with more of a story behind them will be important for luxury brands to bring forward. These consumers are also demanding more of an “experience” and automatically will expect a higher level of service, appreciation and relationship with their sales transaction (both online and through traditional resellers).

7. Bain – New luxury players will emerge as tastes and consumers change, including brands based in emerging market companies.

DRS Response – Your mother & father’s luxury products will no longer be applicable to the luxury consumers of tomorrow. New luxury brands that see the new trends and are able to diversify will gain new and existing market share.

8. Bain – The luxury shopping experience will transform as direct-owned stores, department stores and outlets look for ways to draw in the decade`s new luxury shoppers.

DRS Response – As more products and information become readily accessible retailers will need to market their business in a way to differentiate themselves from others. Probably the first areas to focus on will be on consumer’s experiences in doing business with the store as a whole. This includes items so often overlooked: experience and educated sales team, history of business, the process in doing business with a store, building personal relationships with the consumer, a compelling reason for a consumer to feel good about their purchase and where they have chosen to spend their money.

9. Bain – Online retail is still in its infancy, but quickly becoming more than a niche.

DRS Response – Taking luxury products online is a step that every brand will need to tackle sooner or later. The ones that conquer this task first, and exceptionally through expressing the emotional bonds that a luxury brand through online mediums will no doubt become the players in the big picture of luxury goods. The challenge we all will face is that a brand does not loose it’s value due to pricing and discounting issues normally associated with online sales.

10. Bain – Retailers will treat new shoppers as “in play,” and offer competitive products to those produced by typical luxury brands.

DRS Response – Smart retailers will realize that the definition of “luxury” means different things to the world of new consumers and in order to capture their attention (their dollars) they must offer products that clearly define themselves from each other – while at the same time be able to offer products that bring meaning and create an emotional connection with today’s consumers’ perception of what truly is luxury. The result will be a trend towards more options and choices. Retailers and Manufacturers – be ready to provide enough information and content online about your products so that these new shoppers can confidently and comfortably make their purchasing decisions.

The world of luxury has taken a hit during the past year, there’s no denying that, but the luxury companies that come out on the other end with a clear definition of what the consumer of the future wants will no doubt be wildly successful. By investing in the future of your luxury brand today, your future consumers will not only be aware of your brand today, but have existing emotional ties to your luxury brand tomorrow.

My buddy called me back after about an hour and told me that none of the showrooms I’d recommended were open on Saturday!

“David, my wife and I work like crazy and we don’t have time during the week to browse for products at a showroom – this is impossible!” he yelled at me.

All I’ve been hearing for months now is how dealers’ showroom traffic is way down and how sales are terrible. Hello dealers, what are you doing about this?

I know, I know … the thought for many years was that if a potential client was serious enough about purchasing something they would make the time during the “normal” work week to come in and buy it. Or, “We only work with trade professionals and their clients so we don’t need to open on weekends.” I am aware of these concepts as I lived in the showroom world for many years as an independent and oversaw 27 locations in seven states. (I’ve got the gray hair to prove it!) But as we all know, times are different and today, more than ever, we must change our model to attract business. And I mean the right business, by the way.

In the example of my friend, both he and his wife are highly successful in their fields, great income earners, and they have two children and a dog, and can certainly afford to purchase nice products for their home … but they can not afford to loose their jobs or any of their clients.

Think about it from your customer’s perspective or your own perspective as a consumer:

• Successful people are highly focused on their businesses and careers – so they need to work longer and harder to accommodate the needs of their customers or their companies’ work requirements.
• There are many more dual income earning couples out there now and scheduling appointments together is difficult.
• The “two or three hour lunch break” is not looked upon as a good thing during today’s economic climate … And even if no one is looking … maybe there is a guilt factor involved.
• Discretionary dollars for purchasing more upscale products takes a bit more time and consideration for many consumers these days … So from the sale’s side, it will take more education, more service, and more focus during the process. Why add stress to your potential client’s experience by having them not be able to take the proper time to decide – on their time?
• Even designers and other trade folks are working unique hours and doing their part to accommodate their clients. A Saturday might be the only time they can come visit a location (for all the same reasons stated above).

Some showroom owners are probably thinking that this option is difficult because of the added overhead expense of opening a sixth day. Perhaps the solution is to create alternate work schedules for staff, or even close on a weekday and promote the heck out of opening on Saturdays to accommodate your clients’ busy lifestyles. Another point about my friend’s story is that not one of the showroom employees who they spoke to on the phone offered to set up an off-hour appointment. How nice would that have been? I’ll tell you how nice … he wouldn’t have called and yelled at me!

When you do decide to change your hours of operation and approach customer sales – be sure to market this internally and externally. Tell the story of why you are changing your business to accommodate clients’ needs.

Business is still out there … We just need to give them a chance to purchase when they are able to. Saturday just might be the day.

The concept behind Jots is simple and quite casual, if you will.  We wanted to create a blog area where we could share our thoughts, ideas, and just about anything marketing and branding.  We might even slip in a few impromptu comments, antidotes or stories that might seem off the wall… but that’s what makes it fun.  To me “Jots” are quick little blurts of information that come to mind…. Like jotting down a note… or thinking of an out of this world idea… or speaking out about what’s on your mind.  For those of you who know me well, understand that I can go off in many tangents and directions during a conversation in my quirky way, but we always end up back on point.  Well think of our Jots blogsite as a place that we all can be granted permission to go in many directions and share a bit more of our personality.  Feel free to send us your comments and feedback about anything you like and it just might end up as a posted Jot too.

The gen 2 website story: It starts like this; I wake up in a cold sweat at 3:23AM nine months ago (I am sure you’ve had one of those “what keeps me up at night” experiences) and I am kind of in a panic state, mind racing, imagining the future of social networking and how the web will be utilized to engage luxury consumers and what we should be doing in a bigger way as a marketing agency. I know what you are thinking… this guy does not get out much if that’s what he’s dreaming about.

Well our agency was already ahead of the curve in so many ways years prior to this with our on-line initiatives and with proven results for our clients. Yet I really realized that we were not doing enough and we needed to take serious steps to really propel our business into in-bound and social media marketing. I also realized that we had the opportunity to provide our clients with more enhanced services within our own shop. It had been on my list of things to do in our business for the past couple of years and we had been tinkering with outsourcing services and making referrals for different services – but we were never satisfied with this process.  It was probably 4:00AM at this point… and I yelled, “OK, Do it now!”  Nat did not appreciate that of course because she was still fast asleep and who knows what she thought I was dreaming about.

That morning I made the decision that we would commit to adding a serious inbound and online marketing division within six months.  And that would include redoing our DRS corporate website to incorporate the latest in software engineering for findability and content distribution.

Within two months we had brought onboard a full time SEO and web marketing expert, David D. to head up this division and we have already been working with several clients who have quickly learned the value of our services. And that lead us to the launch of our new site.

The marketing insight:  There have been ongoing debates about the importance of luxury brands really getting into the whole social networking arena. I have been in several conversations with colleagues and clients who raise the questions, “Do affluent consumers or designers and architect who are looking for high-end products really care about (or even use) the web and social networking platforms when selecting products and services?”  “Do manufactures really need to be bloging, Twittering, etc….” (and usually they add, “I don’t do that stuff and don’t even get it!”) “What do I care about all these things that my kids do on a constant basis?”  You get the idea of what I have heard.

Ok so I admit that two years back I was not as worried about having our clients try and use social networking as a way to engage affluent consumers. (when I say “try” – I mean “invest”)  After all, was a designer or homeowner shopping for a $6000 lav faucet really going to be chatting about it or searching for articles and testimonials?  There are exceptions of course, but because we are not selling electronics, autos, or even collectible jewelry…. we are selling architectural products, I was skeptical to make my own investment.

The answer is clearly, “YES” we know these types of consumers are really out there and the web is an important part of branding and marketing anything as part of all strategic campaigns.

The signs have been out there for DRS and we’ve seen and experienced the rules of marketing and PR changing:  (a) Our web based media PR coverage has increased during the last four years by a rate of 20% to 25% per year.  (b) Luxury products appear and are talked about on hundreds of blog sites developed specifically for Architects, designers and consumers seeking these types of luxury products and services. (c) the web is the best way to obtain information about anything. Consumers are looking for authentic facts and content without a hard-sell approach. It brings credibility and most of the time someone else is doing it for you. (d) Most design firms and trade professionals rely on the internet as their primary resource for all products and specification data. (e) social networking online is the most efficient way to group and categorize people with common interests, needs, requirements, etc..

There are so many more reasons I can state as well as get into the technical side of web marketing (please see David D’s post on PR, Branding and Internet Marketing) or (Online Tracking & Reporting) to learn more about the benefits of what I am writing about, but I want to tell you that there is an even bigger reason that I jumped into action after my 5:23AM wake up call.

Something clicked in my thick head that had not occurred to me while I was pondering and worrying whether or not we needed to move slow or fast taking luxury brands into the whole on-line social arena. And that was because I was thinking about TODAY and not the future.  It’s very simple. If we look at the up-and-coming generation of consumers and business professionals (the society in general, I guess), kids, our children (well, someone’s children – not mine) and we see that the main way that this generation socializes, networks, researches, plays, studies, ENGAGES in life… is through the internet or some sort of new media….  We better learn quickly how to communicate with these monsters – I mean this generation. (by the way, I am not saying that it’s a good thing for our next generation to have their faces planted to small little digital devices or flat screens and that social skills amongst children is on a decline…. That’s another blog for another day).  After all, these young consumers are the future luxury brand consumers of our society and we need to be able to reach them to buy our products and services. We need them to understand and respect our brands. We need to practice this starting today.  And while we are at, we really will realize that hundreds of thousands of folks from our generation are progressive and ahead of the curve and are actively participating and benefiting from these new mediums.

It’s 2:13AM, I better get back to sleep.  Remember to follow me on Twitter and pleasant dreams!

David