Discussing trends that influence the kitchens and bathrooms in consumers’ homes is nothing new to the National Kitchen & Bath Association (NKBA). Neither is conducting research — both quantitative and qualitative — to see how those trends have changed over time and how they’re impacting the businesses of designers, manufacturers, retailers and the like. What is new for NKBA, though, is their desire to take a much deeper dive into the world of luxury, which is what the association will do during the upcoming NKBA Summit: Luxury Defined virtual event, June 23-24.
Grounded around new research, the event will feature top NKBA designers and experts in the luxury space who will explore the meaning of luxury today, how to work with high net-worth clients, key style elements of elevated living, the path to becoming a luxury designer, and much more. This first-ever summit will focus specifically on the luxury kitchen market. Among the experts participating in the event is Nationwide Marketing Group’s own Karen Brandon, senior marketing manager for luxury appliances. Brandon’s session on Thursday will delve into the mindset of the luxury client, their habits, attitudes and aspirations, and how designers and retailers can appeal to the top 1% of consumers.
“One of the most interesting trends in the last couple of years has been the shift in what luxury has come to mean, that it’s not just about how much money someone spends,” Suzie Williford, EVP and Chief Strategy Officer of NKBA and host of the Summit, said in a statement. “What we found in our recent luxury kitchen study is that the uber high-end clientele, the 0.1 percent if you like, equates luxury with freedom from design rules and it’s a very personalized experience that is unique and customized for their needs. You can see examples of this in our recently published book, The Luxury Kitchen, which showcases the distinctive kitchens by the designers who participated in our study.”
Registration for the two-day event is open now. Members of Nationwide Marketing Group are able to sign up for free using a special code. You can find that code over on MemberNet (link requires login). Registration for the event includes access to NKBA’s new luxury research. And sessions will be recorded, so attendees will have the opportunity to go back into the platform and catch up on sessions they might’ve missed — or rewatch sessions!