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The Luxury Consumer Part 2: Interview With Kathie Pozarich
April 8, 2008

I met Kathie Pozarich (KP) formally at a dinner hosted by NWSID late last year.  I may have asked KP how she gets her clients and what type of clientele she has.  I am always interested in the marketing tactics of interior designers.  KP answered that after all these years in business most of her clients come from referrals and her fees can range from $20,000 to $50,000 depending on the scope and size of the project.  The higher fees based on completing a whole house or penthouse from construction to completion.  KP is an interior designer to the luxury consumer, defined as consumers with incomes over $250,000 or net worth in excess of $3 million.  

KP started work 30 years ago with Paul Schatz Furniture with her design degree from U of O.  After two years she took her clients and went out on her own.  For 20 years she has been a single mother operating her business and 12 years ago her daughter Heidi, joined the firm of KP Design Group as the business manager. 

KP works on large projects.  When the project is done, her client the owner, may have a party to show off the new look.  Invariably after such a party, KP will get a call saying I’m building a house or going to be doing a large remodel and I want you involved.

Up front the architect, KP and the contractor are involved as a team. 

Thomas Piscitello and Neal Wagner said luxury means an overall experience; the rush of excitement and the satisfaction of knowing you have the finest in any category.   KP understands that her clients want to be involved in the experience and they learn about quality and difference in craftsmanship at the high end. 
 


KP is the consummate professional.  She understands that not only is she paid for her design work, but to be successful with her clientele she must be attentive to detail and operate as a business. 

Before KP takes the job, she has the prospective client read her The General Policy Statement, sign an acknowledgement and send it back.  In it she lays out how the firm does business and what fees are associated with hiring her.  She doesn’t believe in meeting with prospective clients to have her brain picked.  Her advice to new comers to the business,  “Why would you devote your time without getting paid?”  She has an initial design concept fee and then an interview process that is extensive.  She will often know more about the client’s needs than their architects and contractors. 

Some of her projects can take two years, so KP believes that a project fee billed monthly for the length of the project works best rather then billing them on an hourly bases.  This keeps the billing and budgeting consistent and is easier for the clients. Most clients really appreciate knowing what they owe each month and can plan accordingly versus getting billed a different amount every time. 

Once again KP echoes the designers in Part 1 in her design philosophy: Great design looks simple.  Simplicity comes by thorough space planning, research, insight into the individual involved and foresight…Design is meant to enhance and create an ambiance in a place where her clients feel safe and protected.   

In the process, KP establishes a relationship with her clients that transcends structures and interiors.

Thoughts?  Email them to me at landfair3554@comcast.net

Posted by Mike Landfair on April 8, 2008 | Comments (0)