Challenging interior designers - people add their further replies

Liz Cann, Zoffany

1. Its evident that the pattern book will always be around, however through primary research the books don't seem to provide the client with enough narrative on the collection. Do you agree with this? Are pattern books therefore missing out on vital information?

This is an interesting question as our marketing department is always keen to add narrative to pattern books as they feel the 'story' helps to sell the collection.

The problem comes when there is no strong narrative. Some of our collections are, for example, just a collection of florals. In cases such as this the narrative can seem forced & unnecessary.

However, whenever appropriate and where it is informative to the customer I think it really helps - e.g in Morris collections customers always want to know the artist, date and background information. Similarly when Zoffany launched the Melissa White collection 'Arden' we included lots of information on her background as a mural artist involved in historical restoration and gave the history of each design.

2. How do you feel about the pattern books being used alongside something else? Do you have any ideas on what this could be or provide the customer with?

I don't really understand question 2 but thought it might be useful to mention that many countries do not use pattern books as much as we do in the UK. In Italy they prefer hangers [a 1 metre length of cloth with cuttings of colours attached] and in the US all the top brands are sold though showrooms with large 3 metre hangers on swing arms.

We also invest a lot into photography which can be a great selling tool both in brochures and on the internet but ultimately customers do need to see the actual cloth either in pattern books or as a cutting or returnable sample before they buy.

FURTHER REPLY:

Dear Liz
Thank you for your prompt reply, your answers have been very insightful!
To clarify question 2, we were thinking of using the pattern book
alongside an online platform that showcases the collections, provides
the client with further information on the collections and generally
engages them on a multi-disciplinary/sensorial platform. Just a rough
idea at the moment! So, I was wondering whether you think the pattern
book could be used alongside something else?

It's interesting that you have mentioned the global differences in
relation to the pattern book. Why do you think other countries prefer
hangers? Is is linked with the materials and larger designs that they
tend to create?

Have a lovely evening and thank you again for your time. 
Kind regards
Georgina

Dear Georgina,
Our Creative Director Vicky Blair is currently working on a new site for
all our brands and can probably give you more information than I can
including whether this sort of platform will be included.

Regarding global differences in booking collections - I think this is
mostly historical but often depends on the degree of involvement by
interior designer/decorators which is more usual in some countries than
others. In the US for example, customers buying at the top end of the
market are more likely to use interior designers to select for them. 
In the UK I think customers like to be much more hands on and select
themselves, even if they use an interior designer.
e.g - The Duchess of Cambridge was seen at Chelsea Harbour prior to her
move to Kensington Palace.
Best wishes
Liz