NeoCon Impressions

June is always a good time to be in Chicago. This year’s edition of the world’s largest contract show was no exception. We spent a portion of this year’s show surveying designers on several subjects. We’ve compiled their thoughts along with a number of observations of our own.

1. Do you see budgets for projects increasing or decreasing?

The consensus seems to be that budgets are increasing. As one designer put it, “It’s no longer ok to look cheap.” We noticed that there were fewer young, entry level designers at this show. Most of the people seemed to be senior level designers who were shopping for a specific project.

We talked with several manufacturers who said they were taking orders at this year’s show. One manufacturer had taken five orders the day we met with him; needless to say he was pumped. It’s been a long time since we heard of anyone taking orders during NeoCon. We took that as a sign that business in the industry is definitely on the upswing.

A good example: a company from our hometown that is building a new headquarters was at the show. They were entertained by no less than ten firms trying to get the project. Business is on the upswing, but it’s as brutal as ever.

2. How do you learn about products?

The Web. Reps. In Interior Design’s annual survey, sales reps historically come in first on this question. Lunch-and-learns are a staple of the business. That’s not changing drastically, but the Web is becoming a much more important tool for designers these days. Designers are comparison shopping online more. Smart companies—manufacturers and dealers—will find a way to make the Web a competitive advantage by improving their visitor’s experience. Make it easier; make it more informative.

Listening to the designers talk, it’s clear what a tough job reps have these days. Designers want to have a good relationship with their reps, but they make it hard for the reps to even get in to see them. Seems designers want the reps handy, but only when it’s convenient for the designer. Hard to argue with that, but it sure makes the rep’s job harder. For instance, most designers are willing to see a rep when the rep has a new product to show. But what if you are a furniture manufacturer and you only have a few “new” products to show every year? It’s a paradox that takes creativity to solve.

But several designers said the one thing reps can do to improve their chances with a design firm is return their calls within 24 hours. Amazing what an advantage such a simple thing creates. And how few people seem to do it.

Every year, in Interior Design’s survey, reps are listed by most designers as the best source for new product information. Good reps, of course, learn how to make themselves a resource, not just a product rep. Designers want reps to consult, to answer questions, to help solve problems. But it seems companies can do more to help their people get in the door more often.

3. What is your preferred method for receiving samples?

Ah, the $64,000 question for every manufacturer. Every designer said their sample space is limited, so small samples are best. Listening to them talk, it’s clear that reps need to keep their samples updated regularly; from what we heard, not every manufacturer is diligent about this.

Again, many designers are using the Web more to help with their research. Consensus opinion was that textile companies are behind the times here, with too few products online to view. They also indicated that ordering samples online produces a mixed bag of results; apparently too many manufacturers fail to deliver the sample or they can’t deliver it on time. Most designers said the most dependable way to get a sample is still calling customer service.

Other general observations:

There seemed to be little “new” this year. Most of the showrooms were unchanged from last year. There weren’t many new products creating the typical buzz.

Orange was definitely the color. And not spots of orange, but fields of it. In fact it’s the new black. We saw a good bit of yellow, too, particularly with Bentley Prince Street. Colors had a distinct 1970s feel. We’ll leave it to your judgment if that’s a good thing or not.

On the Green movement:

It appears there is less emphasis on the environmental movement this year. There could be several explanations for this. Maybe it’s an issue with declining interest. We don’t believe that’s true. Instead, we think it’s an important issue that is losing its marketing appeal.

Most companies are trying and doing the best they can to be responsible. Reducing post-industrial waste is simply good business because it usually saves money. Reducing post-consumer waste, establishing effective recycling programs is hard and there are some products, like carpet, where the challenges are too great to overcome in a few short years. But people are trying.

We think there was less marketing emphasis this year because everyone is doing it. There’s no advantage in the green story anymore. Which is tough because we saw several companies, such as Virco, that are doing some amazing things. But no one is talking about them. Maybe the trade press is tired of the issue; maybe there’s less news out there. What we’re certain of, though, is that the issue is still very important to designers.

Another question to consider is this, “are building owners interested in paying for green design?” This would make an interesting article for future issues of Affect. We’d love to hear your opinion on the subject.

On competition:

Five or six years ago, most showrooms were product-focused. A couple of forward thinkers were working to create an “experience” for visitors to their spaces. Now everyone is working hard to make their showrooms more than a product display. It’s certainly tougher to stand out than it was a few years ago.

On Big Ideas:

Every year, people try to generate a little buzz with a Big Idea. Who can forget Izzy’s mini between all the tractor-trailers? This year, people tried, but, well, let’s just say some ideas work better on paper. Davis was giving away iPod Shuffles. Naturally, they hired several people to dance out on Wells beneath the L gyrating to tunes on their iPods. Now could we have heard the music, they might have looked cool. As it was, they looked more like Elaine from Seinfeld. Not pretty.

Someone else, company name escapes me which is condemnation enough, had a guy walking around outside with the world on his shoulders. Literally, he was carrying around a huge inflatable globe. Unfortunately, the wind kept blowing him against the passing crowds making Atlas a bit of a nuisance. I’m sure the poor guy was wondering where his life took such a regrettable turn.

All in all, it was an encouraging show. Business seems to be moving ahead, though no one was acting like it was 1995.

Did you make it? What was your opinion? We’d love to hear what you have to say.