Kitchen & Bath Business - September 2020 - 18

HOT TOPIC

Darcy pointed out that in a time of national crisis, when conspicuous consumption might be frowned upon, brands need to find new ways to connect
with consumers. Danziger noted that the role of marketing and branding is
to encourage clients to trade up to spend more of their discretionary dollars
on premium products.
"Our customer's perception is our business reality," she said. "Marketing
and branding are how we shape that consumer perception. We have to understand the values and motivations of our clients, and we have to make sure
that our values and what we promise to deliver match theirs."
Many traditional luxury brand value propositions have negative connotations - like conspicuous consumption.
"Wearing a bold logo can brand you as an elitist or a 'one-percenter,' and
in today's climate, where income inequality is a hot-button issue, you don't
want to be associated with that," added Danziger. "People will trade up to
luxury purchases if the value is there. They may not want a logo, but they

18
16-19_KBB_0920_HotTopic.indd 18

do want the value of luxury: long-lasting quality,
superb workmanship, hand-crafting and superior
materials inherent in luxury brands. Our job is to
educate our clients about the value they'll get for
paying a premium price. They'll spend more if
they'll get more and if the value is there. Once you
make the case for value, price ultimately becomes
secondary, and for the right customer, it may not
even be an issue at all."
A NEW ERA FOR LUXURY

Smith said he sees the luxury marketplace pivoting into a new era. Luxury has evolved from
acquiring things for a better lifestyle earlier in the
20th century to spending on personalization over
product toward the end of the 20th century.Today,
in the 21st century, consumers take for granted
that a product is well suited to them, but now
they're looking for brands to make a contribution
to a better society.The pandemic, the protests and
all the issues around things like sustainability are
really pushing brands in this direction, he added.
Danziger postulated that while the affluent consumer might be more immune to economic turbulence, their consumer confidence can be shaken as
much as anyone else's - and consumer confidence
is what gives people permission to spend.
"For the future, I foresee a lot more spending
for the home market," she said. "First, people are
spending more time at home and want to refresh.

/ SEPTEMBER 2020 / KBBONLINE.COM / The official publication of NKBA (NKBA.org) and KBIS (KBIS.com)

8/17/20 5:56 PM


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Kitchen & Bath Business - September 2020

Table of Contents for the Digital Edition of Kitchen & Bath Business - September 2020

Kitchen & Bath Business - September 2020
Contents
Editor’s Note
Show Note
NKBA Note new & noteworthy
Happenings
Hot Topic
Trends
Better Business
Tech Savvy
Research Roundup
CEDIA Expo
KBIS 2021
Color Find
Before & After
Solutions
Wellness Design
What’s Hot
Favorites
Kitchen & Bath Business - September 2020 - Intro
Kitchen & Bath Business - September 2020 - Kitchen & Bath Business - September 2020
Kitchen & Bath Business - September 2020 - Cover2
Kitchen & Bath Business - September 2020 - 1
Kitchen & Bath Business - September 2020 - Contents
Kitchen & Bath Business - September 2020 - 3
Kitchen & Bath Business - September 2020 - 4
Kitchen & Bath Business - September 2020 - 5
Kitchen & Bath Business - September 2020 - Editor’s Note
Kitchen & Bath Business - September 2020 - 7
Kitchen & Bath Business - September 2020 - Show Note
Kitchen & Bath Business - September 2020 - 9
Kitchen & Bath Business - September 2020 - NKBA Note new & noteworthy
Kitchen & Bath Business - September 2020 - 11
Kitchen & Bath Business - September 2020 - Happenings
Kitchen & Bath Business - September 2020 - 13
Kitchen & Bath Business - September 2020 - 14
Kitchen & Bath Business - September 2020 - 15
Kitchen & Bath Business - September 2020 - Hot Topic
Kitchen & Bath Business - September 2020 - 17
Kitchen & Bath Business - September 2020 - 18
Kitchen & Bath Business - September 2020 - 19
Kitchen & Bath Business - September 2020 - Trends
Kitchen & Bath Business - September 2020 - 21
Kitchen & Bath Business - September 2020 - 22
Kitchen & Bath Business - September 2020 - 23
Kitchen & Bath Business - September 2020 - Better Business
Kitchen & Bath Business - September 2020 - 25
Kitchen & Bath Business - September 2020 - Tech Savvy
Kitchen & Bath Business - September 2020 - 27
Kitchen & Bath Business - September 2020 - Research Roundup
Kitchen & Bath Business - September 2020 - 29
Kitchen & Bath Business - September 2020 - CEDIA Expo
Kitchen & Bath Business - September 2020 - 31
Kitchen & Bath Business - September 2020 - KBIS 2021
Kitchen & Bath Business - September 2020 - 33
Kitchen & Bath Business - September 2020 - Color Find
Kitchen & Bath Business - September 2020 - 35
Kitchen & Bath Business - September 2020 - Before & After
Kitchen & Bath Business - September 2020 - 37
Kitchen & Bath Business - September 2020 - Solutions
Kitchen & Bath Business - September 2020 - 39
Kitchen & Bath Business - September 2020 - Wellness Design
Kitchen & Bath Business - September 2020 - 41
Kitchen & Bath Business - September 2020 - What’s Hot
Kitchen & Bath Business - September 2020 - 43
Kitchen & Bath Business - September 2020 - 44
Kitchen & Bath Business - September 2020 - 45
Kitchen & Bath Business - September 2020 - 46
Kitchen & Bath Business - September 2020 - 47
Kitchen & Bath Business - September 2020 - 48
Kitchen & Bath Business - September 2020 - 49
Kitchen & Bath Business - September 2020 - 50
Kitchen & Bath Business - September 2020 - 51
Kitchen & Bath Business - September 2020 - 52
Kitchen & Bath Business - September 2020 - 53
Kitchen & Bath Business - September 2020 - 54
Kitchen & Bath Business - September 2020 - 55
Kitchen & Bath Business - September 2020 - Favorites
Kitchen & Bath Business - September 2020 - Cover3
Kitchen & Bath Business - September 2020 - Cover4
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