NEW YORK, New York — The Decorative Furnishings Association spent its most recent quarterly meeting in June discussing modifications to its consumer marketing campaign in an effort to bring more transparency between the industry’s consumers, designers and design centers. Steve Nobel

In order to provide greater access to consumers, the DFA is working under the endorsement of showroom owners to open more doors to the public nationwide beginning in September. Members are currently preparing showroom staff on ways to inspire visitors with the benefits of working with a designer, as well as provide clarity in their policies for sampling, pricing and purchasing. “We want to be able to say, ‘welcome, let me help you learn more about the benefits of working with an interior designer, and how to find several of them to interview for your particular needs,’” said Steve Nobel, president of the DFA. 

According to Nobel, only 15 - 20% of the most affluent households in the country regularly use interior designers, a statistic he says is the reason for the shift in campaign strategy.

“While we are guiding consumers to the design centers and our showrooms, we still believe that they will be best served by working with an interior designer,” said Nobel. “We are just modifying our campaign to focus on the value of design and not just ‘why a designer.’ We need to work as a ‘design ecosystem’ to increase that share.”

For more information about these changes, visit findgreatdesign.com where you can find local design centers and connect with a designer.  F&FI