Over the last few years, the market has expanded with a plethora of retail stores that offer design services, often included in the cost of merchandise. The range of product (and do we assume design?) varies from Home Depot, Pottery Barn and Crate & Barrel, through Ethan Allen, Macy’s, and countless chains that act as stocking dealers with extensive showrooms for displays purposes. More and more, my clients are highlighting this trend as a source of competition for them. How do independent design professionals compete with businesses that offer their design services for free (or at least what appears to be free)?

Before answering that question, it is important to first understand what is fueling this fire. Quality merchandise with high-end textiles, finishes, and construction is no longer the sole domain of custom manufacturing. Dominated by China, countries in South-East Asia are distributing furniture, textiles, and accessories that are well designed, constructed, and priced to sell. This has put pressure on US and European manufacturers to reduce prices and to seek further innovations in design and materials to stay ahead.

This has created a wonderful environment for the consumer, offering a mind-boggling array of selections at more affordable prices. And apparently more often than not, they can get design services including space planning, color consultation, and accessorizing at no additional charge. So what does the independent designer do to compete? Nothing.

Rather than try to compete on a crowded playing field that is controlled by large, corporate entities, it is wiser to create a new arena for your services. Specialize in an area not immediately served by competitors. For instance, it is unlikely that a professional attorney, doctor, or engineer is going to walk into one of these décor based companies mentioned above. By learning about a specific industry, it is possible to tailor your approach to the lexicon and needs of that industry, making the client feel more comfortable because you speak “their language”. Once the special needs are understood, it is further possible to offer services that can make businesses more efficient and to embark on other areas of design, including graphic and industrial, that can be integral to a larger picture. When clients develop a relationship and trust one person or a small team, they are less likely to be motivated solely by price.

At this point, residential designers are probably saying “so what does this have to do with me?” Plenty. Remember that design is not all about product and that educating a consumer about the value of Green design, Universal design, and other specialties is imperative. The focus needs to be about design in its purest form, how it influences people’s emotions and affects the way they live (not to mention the value of their real estate) before the idea of furniture is even approached. By informing potential customers about the influence of design on their lives and your ability to share this with them, you can capture a client for life and not worry about what the stores are doing Besides, you can source your product worldwide and not be trapped by the aesthetic of one vendor or buyer, giving your clients a broader selection and hopefully, more unique home. So, stop worrying about the competition and redefine your services!

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