KBB - April 2011 - (Page 14)

Focus Brighter Horizons Business is improving for some kitchen designers RICKI, the Research Institute for Cooking & Kitchen Intelligence, asked 85 professional kitchen designers across the country how business has been trending and what strategies and tactics they plan to employ in the 100% near future to help grow business. Kitchen Design Business Trending By Typical Price Level of Projects Undertaken 100% THINGS ARE LOOKING UP 100% 100% 100% 16% 80% 100% 100% 100% 80% 80% Designers are largely positive in their assessment of the level of busi80% ness activity they experienced in the last few months of 2010 versus ear80% lier in the year. Nearly three quarters of the designers participating in the 60% survey (72%) say their business has either been improving during the 60% 60% 60% past few months or staying about the same. One might assume geography factors signi cantly 40% whether a into 40% particular designer’s business is improving or declining. However, de40% 40% signers who say their bottom lines are improving are located in cities 20% and towns from coast to coast—from Anchorage to Bozeman, Portland 20% 20% to Miami and lots of places in between. 20% 0% Business is Business is HIGH-END DESIGN IS THE TICKET Trending Business is Trending BETTER While there doesn’t appear to be a strong correlation between an Trending BETTER 0% BETTER uptick in business and area of the country, designers with the most posi0% 0% 38% 28% 29% 80% 80% 80% 60% 60% 60% Do more low-end kitchen projects Do more moderate kitchen projects Do more high-end kitchen projects 60% 21% 40% 46% 40% 40% 40% 20% 20% 20% 0% 25% 0% 0% Business is Business is Trending Business is Trending BETTER Trending BETTER BETTER 56% 41% Business is Business is Trending Business is Trending WORSE Trending WORSE WORSE 20% Business is Business is About the Business is About the SAME About the SAME 0% SAME tive recent track records tend to be involved in higher-end projects, wherTrending About the Trending BETTER SAME WORSE ever they may be. Those designers who have experienced a boost in business lately are more than twice as likely as other designers in the survey to have completed mostly high-end kitchen design projects in the past year (costing $50,000 or more). Not all who focus on the luxury market, however, are faring better. Of the designers who say they have seen no change in the level of business activity in recent months, nearly equal numbers work at both ends of the pricing spectrum (projects costing less than $20,000 as well as projects costing $50,000 or more). Those designers whose business has been trending downward recently are more likely to have taken on more moderately priced kitchen design projects (costing more than $20,000 but less than $50,000). Additionally, designers who are seeing the biggest bump in business completed twice as many kitchen projects in 2010 compared to other designers (an average of 22 projects versus an average of around 11). Business is Business is Business is Business is Trending BETTER Business is About the SAME Business is Trending WORSE Business is Business is About the Business is About the SAME About the SAME SAME Business is Business is Trending Business is Trending WORSE Trending WORSE WORSE WEATHERING THE STORM Throughout our country’s history, tumultuous economic periods are followed by periods of groundbreaking innovation. More than half of the companies on the Fortune 500 list today were founded during gloomy economic periods, and the icons of architecture designed some of America’s greatest buildings in not-so-great economies: Frank Lloyd Wright’s masterpiece Falling Water and Raymond Hood’s 30 Rock (Rockefeller Center) were completed in the late 1930s. In a similar way, kitchen designers are rethinking their business plans, retooling their portfolios and showrooms and getting innovative in their marketing tactics. They have wiped away the cobwebs from the recession and are taking action to make their marketing efforts successful, trying new things to gain more exposure for themselves and their companies to grow business in the new reality. As revealed by the survey, they’re also making smart strategic decisions based on changing demographics, new shopper behavior and other shifts in the marketplace. For example, Brent Juneau, of Bennett’s Custom Cabinets in Jacksonville, FL, points to an increase in demand for a more contemporary aesthetic in his historically traditional market. “We are getting more interest in cleaner lines, more contemporary designs,” he said. “We are looking at adding displays in our showroom with these design elements.” Continued on page 16 14 + K BB April 2011 / www.kbbonline.com / The Of cial Sponsor of KBIS www.kbis.com http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - April 2011

KBB - April 2011
Table of Contents
Online Contents
Online News
Editorial
Focus
Trends
Products
Profile
Abroad
Blonde Ambition
Serenity Now
Education
Ad Index
Favorites

KBB - April 2011

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