What homeowners think about luxe labels in the primary suite. By Dianne M. Pogoda
Ask about luxury brands in the kitchen and most people — designers and consumers alike — can rattle off a dozen names that resonate in the high-end space. In the bath, it may not be as obvious. But as bathroom designs become more luxury-oriented, many homeowners and renovators are pondering whether brands matter in the luxe bath space, too.
Kelly McDermott, CKBD, senior interior designer at Ruby + Suede in Chicago, and Reisa Pollard, founder and lead designer at Beyond Beige Interior Design in Vancouver, discussed the significance of branding in “Name Calling: How Important Are Brands in Defining the Luxury Bath?” at the NKBA Luxury Bath Summit, presented in partnership with Cambria and sponsored by House of Rohl. The session was moderated by NKBA marketing director Julia Gillespie.
What makes a brand luxurious?
Reisa Pollard: Identifying that a brand has combined elements of quality and functionality with a unique aesthetic or feature. Often, luxury brands have created a niche for their unique features, and that’s a selling point to clients.
Kelly McDermott: Luxury products go hand-in-hand in the luxury bath. High quality, superior design and innovation elevate a brand to luxury status. … There are so many options out there, so steering clients toward luxury products gives them peace of mind that they’re buying something with good value and that will hold up over time.
What’s most important to the client about a luxury brand, and how do you help them make the decision?
Pollard: A client might like the look of something, but they defer to us about which product has the best warranty, the options available, the best components, etc. The client is drawn to the finish or the look, but they use the designer to bring together all the other elements. We propose things that they might not have even considered, like a smart toilet or luxury shower features or other spa-like elements.
How do you and your clients learn about these products?
Pollard: What works for consumers is different from what works for the designer. We designers want to learn about the components, the manufacturing, the longevity, how durable is a new finish, innovations or technology and ensuring that it will work well. Consumers mostly look at it from the point of view of the aesthetics.
McDermott: Clients depend on us to educate them about luxury products and brands. Bringing this information to the homeowner is a powerful tool … that’s why the relationships with luxury brand reps are really important.
What role does sustainability play in the luxury market?
McDermott: Not so much. Our clients don’t ask for sustainable products in the typical sense, for instance, using recycled materials, but they ask for a space that’s timeless, durable, with longevity. We keep designs neutral and classic — which goes hand-in-hand with sustainability. Invest in luxury brands for some features, like plumbing fixtures, windows and custom cabinetry, and go lower-end with things that are easier to change out down the road, like cabinetry hardware, light fixtures or mirrors.
Pollard: Sustainability isn’t as obvious in this market. It’s more about items with longevity, timeless elements, products that are manufactured responsibly without toxins, things that won’t need to be replaced in a short amount of time, having parts available so you can replace a part instead of the entire piece, using natural elements as part of the design, etc.
There’s a big difference in how generations respond to luxury and luxury brands — how do you work with these different audiences?
McDermott: Boomers and GenX are more interested in warranties and quality of materials, how a product is going to hold up. They still enjoy print and going to showrooms. Younger clients are more focused on trends, what’s next, new design features, techy products… they are constantly inundated by social media and new information, that’s where they get their inspiration.
Pollard: Younger generations want more subtlety from luxury brands, while older ones want the brands that are obvious — the ones that do the most advertising and marketing. For some clients, it’s about the most opulent thing, the most over-the-top. For others, seeing nothing is the ultimate luxury in itself. Ask clients what luxury means to them, and tap into that.
McDermott: Bottom line, in the luxury market, it’s less about budget and more about getting what they want. They probably won’t do too many luxury bathrooms in their lifetime, and they want quality, timeless design and a beautiful end-product. Everyone has their own definition of what luxury means. One shift in focus has been to self-care. That’s what luxury bathrooms are about: a space to get away and practice self-care.
NKBA’s Luxury Bath Summit was based on the exclusive 2022 Luxury Bath research report. The report is available for NKBA members to download as part of their annual membership. Non-members may purchase the report for $1,995. Visit NKBA Research to download.
The Luxury Bath Summit is available to watch on demand. Members need to log in to nkba.org and may view at no additional charge; non-members who registered may access the videos as part of their registration fee; other non-members may purchase the video package for $99. Click here for more.
