Membership Matters: Decorative Furnishings Association

 

 

 

 

 

 

Associations with counterparts and customers are good for business, especially now. The mission of the DFA is to lead the system of supply and distribution of decorative furnishings to the interior design trade while increasing consumer awareness and access to the trade for their home decoration.

DFA has assembled the critical influence necessary to serve each member’s interest while at the same time enabling the industry to come together to seek larger returns than any of us could achieve solely on our own. Influence compounds.

DFA has already delivered real benefits to the members and will continue to:

• exert the more than 60 members influence toward making an economic difference in widening the funnel between supply and consumer demand. Find the membership roster in the "Category/Members" on the right margin of this page.

• collaborate with design centers on new approaches to generating more clients for designers, traffic and sales for the showrooms. Find an example in the "Category/Marketing" on the right margin of this page.

• engage the media to create greater consumer awareness of the benefits from working with an interior designer and the entire design ecosystem. Find the media campaign in the "Category/Media" on the right margin of this page.

• leverage cooperation with ASID for DFA’s mission and efforts to promote the value of design. ASID participated in the last DFA meeting.

• exchange information through regular membership meetings sponsored by all the leading magazines on subjects of critical importance to the industry including research on affluent consumer attitudes about using interior designers, the evolving nature of the design community, and other business-to-business matters.

DFA is more than just meetings and talk; it’s action. By becoming a member of the one business association that is specifically and actively seeking the same results you are – you will be part of a movement to create more consumers of design, and simply more business.

For further information about the equitable dues structure (most companies pay less than $2,000.00), please contact Steve Nobel on snobel@nobelinks.com or on the "Membership" Category on the margin of this page.  We trust we can count on your support for our mission, and welcome your active participation in our new business association.

Media Campaign: 2012

Pages appearing as early as December/January issues, generously sponsored by DFA's media partners.

 

 

Posted by DFA at 8:30 AM in Media | Permalink | Comments (0)

NOTICE: MEMBERSHIP MEETING

DATE: December 12, 2011

LOCATION: New York

6:00 pm Membership Meeting

AGENDA:

Panel Discussion on Implementation: Susan North, F. Schumacher; Dan Cahoon, Jerry Pair; Cary Kravet, Kravet and Andrea Rubelli, Donghia.

1. Members' Plan to Implement Course of Action in Showrooms; to welcome all visitors, promote interior design and conduct our businesses clearly with integrity.

2. Preview the Consumer Marketing Campaign with our Media Partners; unveiling the new promotion and membership identity package.

Special Report: ASID: The evolving nature of the interior design community presented by Thom Banks, Deputy Executive Director.

For further information, contact Steve Nobel, Executive Director
snobel@nobelinks.com

The purpose of this hypothetical script is to provide language for showroom staff or signage that introduces all visitors to the brand and its products, while at the same time clearly explains its policies toward sampling, pricing and purchasing. Each member is encouraged to develop its own language and/or signage that clearly explains its policy and reflects the intent of the DFA Course of Action, whereby the showroom may voluntarily display the DFA emblem pledging this intent.

Welcome to (name brand) showroom. My name is (name).

We are a special resource for satisfying your experience with interior design.

Let me explain how we can help you find great design.

Starting with our varied options for decorative furnishings (as you see here), the right choice for you can be inspiring, or a little challenging.

We recommend that you seek the advice of a design professional that can help you accomplish the most satisfying result for you.

We can refer you to several sources to meet these professionals (e.g. Designer on Call), or to the (e.g., buying service) where purchases may be made.

The prices you see are guides for comparison. The actual price will depend on the terms that you agree to in advance with your design professional (or buying service).

If you see something you like, we will provide (you and/or) your design professional photos, samples and other tools, so the final selection is what’s best for you.

We are here to help you find great design and make the experience satisfying. Visit us again, or our website (        ), or www.findgreatdesign.com where you can find out more what it’s like to work with an interior design professional.

The members of the Decorative Furnishings Association (DFA) believe that a larger segment of affluent households should be introduced to the value of design. If reforms were to occur in the ways in which they discover the benefits of design, we expect that the entire design ecosystem would be rewarded by the experience.

Therefore, DFA members are taking the following course of action to:

 1.             Inspire more consumer desire for good design. Too few of them with the means to benefit from good design are familiar with the process to do so. Informing them about the value of design is our priority, and we invite the entire design ecosystem to join us in this promotional effort.

1.1.   Introduce consumers to the value of design through a new advertorial beginning this Fall. The campaign will be targeted to affluent households, inviting them to visit the most logical destinations for design - our showrooms and design centers - to learn, find and know more about design.

1.2.   Publish the advertorial by our media partners in at least nine magazines twice this year, prompting more visits to our website www.findgreatdesign.com with directions to participating design centers and showrooms.

1.3.   Present educational programs in the showrooms and/or design centers aimed at the entire design ecosystem, including the design profession and consumer audiences.

1.3.1.     DFA has a presentation that has proven to be effective in preparing the design profession to manage the transitions underway in the market.

1.3.2.     DFAʼs media partners and participating design centers have programs to introduce consumers to the value of design, as well as to designers.

1.4.   Urge design centers to redirect their marketing investments in print advertising, events and online media to leverage our investment in this campaign and educational programming.

2.            Guide access to our showrooms, and welcome all who are inspired by our campaign. By September 2011 or before, we will welcome all visitors with a warm greeting and introduction to the value of the design experience.

2.1.   Prepare our showroom staffs to inspire all visitors with the features and benefits of our products, as well as to explain clearly our policies toward sampling, pricing and purchasing.

2.2.   Renew our commitment to the trade as the preferred provider of value throughout the design experience. Professional interior designers are integral to the success of the entire design ecosystem, so DFA members will continue to cooperate with ASID in promulgating standard credentialing and helping to build sustainable businesses.

2.3.   Introduce visitors to interior design professionals or other services that add value to the buyerʼs experience, such as Designers on Call, Buying Services, Referral Services, Designer Registry, etc. We believe everyone deserves access to good design whether itʼs an item, a room or an entire residence.

2.4.   Plan for optimizing a visitorsʼ experience with the local design ecosystem and communicate those plans throughout the system.

2.5.   Participate in local marketing initiatives that are conceived from these local plans.

2.6.   Post a decorative emblem or logo indicating that our showrooms welcome all visitors, support the campaign and adhere to this course of action.

3.            Present pricing with a clear explanation of what it means to trade and non-trade visitors.

3.1. This action toward greater clarity adds integrity to the various pricing formats that are used throughout the market, and is more reflective of the fair market value of the products.

3.2.  We acknowledge the decades-old debate to standardize on a single format (e.g., MSRP, Wholesale to-the-trade, both simultaneously or even some tiered combination thereof). We want to reinforce the diverse models being used as long as they are clear to the visitor and explained when they visit.

4.            Communicate support for this course of action throughout our showroom networks, so that the actions described here are implemented at the local level by October, 2011.

Through these actions, we continue to respect the various business models employed by other brands, distributors, showrooms and especially by the design community. It is not our position to impose. We do believe, however, that these improvements to the traditional ʻtradeʼ model will enhance the designer/client relationship, not interfere with it. Indeed, we expect designers will attract more potential clients for the real value of design, and in due course improve the economy of the design ecosystem.

We are committed to this course of action and invite others to join us,

(Signatures by DFA Members)

Interior Design News, Events, Jobs, EditorTV, Editorial Submissions & Content | The Editor at Large > DFA makes progress on important industry issues.

DFA's members make the mission possible. The list below is current as of December 2011

Ainsworth, Noah

Atlanta Decorative Arts Center

Browning & Chandler

Brunschwig & Fils

Castel

Century Furniture

Chella Textiles

Culp

Dallas Design Center

Dean Warren

Decoration & Design Building

Decorative Center of Houston

Denver Design District

Design Center of the Americas

Donghia

Duralee

Egg and Dart

F. Schumacher

Fabricut

Farrow and Ball

French Heritage

George Smith Furniture & Fabrics

Grange NY

Grizzel & Mann

Hinson & Co.

Holland & Company

Holly Hunt - Great Plains

Jerry Pair

Jim Thompson Thai Silks

Kravet

Laguna Design Center

Lambeth

Las Vegas Design Center

Lee Jofa

Marketplace Design Center

Martin Group

Marvic Textiles

New York Design Center

Pacific Design Center

Pierre Frey

Pindler & Pindler

Pollack

Profiles

Ralph Lauren Home

Robert Allen Design

San Francisco Design Center

Scalamandre

Seattle Design Center

Senkirk

Stark/Old World Weavers

Stout Brothers

Thibaut.

Webster & Co.

NOTICE:        DFA MEMBERSHIP MEETING

DATE:             June 7, 2011

LOCATION:    1stDibs Headquarters, 156 Fifth Avenue (at 21st Street), Suite 200, New York City

6:00 pm           Reception

6:30 to 8:00    Membership Meeting

This meeting is being generously hosted by Beth Fuchs Brenner, Publisher, Traditional Home Magazine

Agenda

1. Preliminary Concept for New Consumer Marketing Campaign

1. Presentation and Discussion of Draft Policy Resolution regarding consumer marketing, access to showrooms, pricing methods and various options for transacting sales.

Guests are welcome. Even though DFA members are the only companies invited to this meeting, we want you to bring a guest from a company that should be a member of DFA - a showroom or another company that sells to the trade. Just let us know. Membership makes it happen at DFA, and we find that members are the best ambassadors for recruiting prospective members.

RSVP to Jayne Mielo jayne@breteuilny.com

 

.

 

.

To read the entire article go to:  East Coast Home + Design

Location:   Manhattan House, Penthouse
                 200 East 66th St. (Lexington/Third Avenues), New York City
 
6:00               Reception in the Penthouse

6:30 to 8:00   Meeting in the Penthouse
 
This meeting is being generously hosted by Marianne Howatson, CEO Cottages & Gardens Publications

DFA's 2011 Annual Meeting includes ...

Conferencing among leaders in the market; participating in the discussion about Principles of Conduct: A Resolution prepared by leaders of the DFA's members that aims to achieve these objectives:

1.    Increase access for designers and targeted consumers

2.    Provide design inspiration

3.    Create clear paths to satisfying acquisitions

Electing Directors (nominees include Jim Druckman, President New York Design Center; Dan Cahoun, President Jerry Pair; and Andrea Rubelli, CEO Donghia).

 

Approving new by-laws (Alan Siegel to submit) that make DFA efficient and effective.

 

Members and their special guests are urged to attend this important meeting to remain current and be ready for new traffic in your showrooms. The agenda also includes a review of DFA's ongoing campaign on behalf of the members:

• advertising campaign "why a designer" which is in circulation now;
• www.findgreatdesign.com is online now to promote members' as trusted guides to the design experience;
• introduction to members' showrooms as sources of inspiration and referral to designers;
• town hall meetings with the design community in design centers throughout the country;
• cooperation with ASID, Cohen Design Centers and other industry leaders;
• collaboration with the leading 'shelter' media and design schools.

 

For more information about DFA's mission, membership and marketing campaign (advertising, web site and plans for design centers), follow this link to dfa.info

 

Bring a guest. Even though DFA members are the only companies invited to this meeting, we want you to bring a guest from a company that should be a member of DFA - a showroom or another company that sells to the trade. Just let us know. Membership makes it happen at DFA, and we find that members are the best ambassadors for recruiting prospective members. Bring others with a shared vision, so our shared investment yields greater return, faster.

RSVP to Jayne Mielo jayne@breteuilny.com

Decorative Furnishings Association, Membership Meeting 12/12/11

NOTICE: MEMBERSHIP MEETING

DATE: December 12, 2011

LOCATION: New York

6:00 pm Membership Meeting

AGENDA:

Panel Discussion on Implementation: Susan North, F. Schumacher; Dan Cahoon, Jerry Pair; Cary Kravet, Kravet and Andrea Rubelli, Donghia.

1. Members' Plan to Implement Course of Action in Showrooms; to welcome all visitors, promote interior design and conduct our businesses clearly with integrity.

2. Preview the Consumer Marketing Campaign with our Media Partners; unveiling the new promotion and membership identity package.

Special Report: ASID: The evolving nature of the interior design community presented by Thom Banks, Deputy Executive Director.

For further information, contact Steve Nobel, Executive Director
snobel@nobelinks.com

DFA Showrooms Welcome Visitors

The purpose of this hypothetical script is to provide language for showroom staff or signage that introduces all visitors to the brand and its products, while at the same time clearly explains its policies toward sampling, pricing and purchasing. Each member is encouraged to develop its own language and/or signage that clearly explains its policy and reflects the intent of the DFA Course of Action, whereby the showroom may voluntarily display the DFA emblem pledging this intent.

Welcome to (name brand) showroom. My name is (name).

We are a special resource for satisfying your experience with interior design.

Let me explain how we can help you find great design.

Starting with our varied options for decorative furnishings (as you see here), the right choice for you can be inspiring, or a little challenging.

We recommend that you seek the advice of a design professional that can help you accomplish the most satisfying result for you.

We can refer you to several sources to meet these professionals (e.g. Designer on Call), or to the (e.g., buying service) where purchases may be made.

The prices you see are guides for comparison. The actual price will depend on the terms that you agree to in advance with your design professional (or buying service).

If you see something you like, we will provide (you and/or) your design professional photos, samples and other tools, so the final selection is what’s best for you.

We are here to help you find great design and make the experience satisfying. Visit us again, or our website (        ), or www.findgreatdesign.com where you can find out more what it’s like to work with an interior design professional.

Members Support Course of Action 2011

The members of the Decorative Furnishings Association (DFA) believe that a larger segment of affluent households should be introduced to the value of design. If reforms were to occur in the ways in which they discover the benefits of design, we expect that the entire design ecosystem would be rewarded by the experience.

Therefore, DFA members are taking the following course of action to:

 1.             Inspire more consumer desire for good design. Too few of them with the means to benefit from good design are familiar with the process to do so. Informing them about the value of design is our priority, and we invite the entire design ecosystem to join us in this promotional effort.

1.1.   Introduce consumers to the value of design through a new advertorial beginning this Fall. The campaign will be targeted to affluent households, inviting them to visit the most logical destinations for design - our showrooms and design centers - to learn, find and know more about design.

1.2.   Publish the advertorial by our media partners in at least nine magazines twice this year, prompting more visits to our website www.findgreatdesign.com with directions to participating design centers and showrooms.

1.3.   Present educational programs in the showrooms and/or design centers aimed at the entire design ecosystem, including the design profession and consumer audiences.

1.3.1.     DFA has a presentation that has proven to be effective in preparing the design profession to manage the transitions underway in the market.

1.3.2.     DFAʼs media partners and participating design centers have programs to introduce consumers to the value of design, as well as to designers.

1.4.   Urge design centers to redirect their marketing investments in print advertising, events and online media to leverage our investment in this campaign and educational programming.

2.            Guide access to our showrooms, and welcome all who are inspired by our campaign. By September 2011 or before, we will welcome all visitors with a warm greeting and introduction to the value of the design experience.

2.1.   Prepare our showroom staffs to inspire all visitors with the features and benefits of our products, as well as to explain clearly our policies toward sampling, pricing and purchasing.

2.2.   Renew our commitment to the trade as the preferred provider of value throughout the design experience. Professional interior designers are integral to the success of the entire design ecosystem, so DFA members will continue to cooperate with ASID in promulgating standard credentialing and helping to build sustainable businesses.

2.3.   Introduce visitors to interior design professionals or other services that add value to the buyerʼs experience, such as Designers on Call, Buying Services, Referral Services, Designer Registry, etc. We believe everyone deserves access to good design whether itʼs an item, a room or an entire residence.

2.4.   Plan for optimizing a visitorsʼ experience with the local design ecosystem and communicate those plans throughout the system.

2.5.   Participate in local marketing initiatives that are conceived from these local plans.

2.6.   Post a decorative emblem or logo indicating that our showrooms welcome all visitors, support the campaign and adhere to this course of action.

3.            Present pricing with a clear explanation of what it means to trade and non-trade visitors.

3.1. This action toward greater clarity adds integrity to the various pricing formats that are used throughout the market, and is more reflective of the fair market value of the products.

3.2.  We acknowledge the decades-old debate to standardize on a single format (e.g., MSRP, Wholesale to-the-trade, both simultaneously or even some tiered combination thereof). We want to reinforce the diverse models being used as long as they are clear to the visitor and explained when they visit.

4.            Communicate support for this course of action throughout our showroom networks, so that the actions described here are implemented at the local level by October, 2011.

Through these actions, we continue to respect the various business models employed by other brands, distributors, showrooms and especially by the design community. It is not our position to impose. We do believe, however, that these improvements to the traditional ʻtradeʼ model will enhance the designer/client relationship, not interfere with it. Indeed, we expect designers will attract more potential clients for the real value of design, and in due course improve the economy of the design ecosystem.

We are committed to this course of action and invite others to join us,

(Signatures by DFA Members)

Interior Design News, Events, Jobs, EditorTV, Editorial Submissions & Content | The Editor at Large > DFA makes progress on important industry issues

Interior Design News, Events, Jobs, EditorTV, Editorial Submissions & Content | The Editor at Large > DFA makes progress on important industry issues.

DFA Members

DFA's members make the mission possible. The list below is current as of December 2011

Ainsworth, Noah

Atlanta Decorative Arts Center

Browning & Chandler

Brunschwig & Fils

Castel

Century Furniture

Chella Textiles

Culp

Dallas Design Center

Dean Warren

Decoration & Design Building

Decorative Center of Houston

Denver Design District

Design Center of the Americas

Donghia

Duralee

Egg and Dart

F. Schumacher

Fabricut

Farrow and Ball

French Heritage

George Smith Furniture & Fabrics

Grange NY

Grizzel & Mann

Hinson & Co.

Holland & Company

Holly Hunt - Great Plains

Jerry Pair

Jim Thompson Thai Silks

Kravet

Laguna Design Center

Lambeth

Las Vegas Design Center

Lee Jofa

Marketplace Design Center

Martin Group

Marvic Textiles

New York Design Center

Pacific Design Center

Pierre Frey

Pindler & Pindler

Pollack

Profiles

Ralph Lauren Home

Robert Allen Design

San Francisco Design Center

Scalamandre

Seattle Design Center

Senkirk

Stark/Old World Weavers

Stout Brothers

Thibaut.

Webster & Co.

DFA Membership Meeting, June 7, 2011, New York

NOTICE:        DFA MEMBERSHIP MEETING

DATE:             June 7, 2011

LOCATION:    1stDibs Headquarters, 156 Fifth Avenue (at 21st Street), Suite 200, New York City

6:00 pm           Reception

6:30 to 8:00    Membership Meeting

This meeting is being generously hosted by Beth Fuchs Brenner, Publisher, Traditional Home Magazine

Agenda

1. Preliminary Concept for New Consumer Marketing Campaign

1. Presentation and Discussion of Draft Policy Resolution regarding consumer marketing, access to showrooms, pricing methods and various options for transacting sales.

Guests are welcome. Even though DFA members are the only companies invited to this meeting, we want you to bring a guest from a company that should be a member of DFA - a showroom or another company that sells to the trade. Just let us know. Membership makes it happen at DFA, and we find that members are the best ambassadors for recruiting prospective members.

RSVP to Jayne Mielo jayne@breteuilny.com

 

DFA: Town Hall Meeting at West Week

.

 

DFA: Message through Media

.

To read the entire article go to:  East Coast Home + Design

ANNUAL MEMBERSHIP MEETING: March 15, 2011

Location:   Manhattan House, Penthouse
                 200 East 66th St. (Lexington/Third Avenues), New York City
 
6:00               Reception in the Penthouse

6:30 to 8:00   Meeting in the Penthouse
 
This meeting is being generously hosted by Marianne Howatson, CEO Cottages & Gardens Publications

DFA's 2011 Annual Meeting includes ...

Conferencing among leaders in the market; participating in the discussion about Principles of Conduct: A Resolution prepared by leaders of the DFA's members that aims to achieve these objectives:

1.    Increase access for designers and targeted consumers

2.    Provide design inspiration

3.    Create clear paths to satisfying acquisitions

Electing Directors (nominees include Jim Druckman, President New York Design Center; Dan Cahoun, President Jerry Pair; and Andrea Rubelli, CEO Donghia).

 

Approving new by-laws (Alan Siegel to submit) that make DFA efficient and effective.

 

Members and their special guests are urged to attend this important meeting to remain current and be ready for new traffic in your showrooms. The agenda also includes a review of DFA's ongoing campaign on behalf of the members:

• advertising campaign "why a designer" which is in circulation now;
• www.findgreatdesign.com is online now to promote members' as trusted guides to the design experience;
• introduction to members' showrooms as sources of inspiration and referral to designers;
• town hall meetings with the design community in design centers throughout the country;
• cooperation with ASID, Cohen Design Centers and other industry leaders;
• collaboration with the leading 'shelter' media and design schools.

 

For more information about DFA's mission, membership and marketing campaign (advertising, web site and plans for design centers), follow this link to dfa.info

 

Bring a guest. Even though DFA members are the only companies invited to this meeting, we want you to bring a guest from a company that should be a member of DFA - a showroom or another company that sells to the trade. Just let us know. Membership makes it happen at DFA, and we find that members are the best ambassadors for recruiting prospective members. Bring others with a shared vision, so our shared investment yields greater return, faster.

RSVP to Jayne Mielo jayne@breteuilny.com