With a theme of “Disruption by Design,” the Decorative Furnishings Association will hold a General Membership Meeting on June 7 focused on engaging customers at this particularly retail-driven moment. Giulio Capua, Architectural Digest publisher and chief revenue officer, will deliver opening remarks, while DFA president Chad Stark will discuss a new consumer outreach campaign. Heather Gillette, founder and CEO of NousDecor, and Michael Phillips, of Jamestown Properties, will also lead presentations.
Stark shares, “At this meeting, we are leveraging DFA’s unique role as the group of design leaders (product producers, showroom owners, design centers, media and designers) who have assessed the changing design ecosystem and decided to take action to combat the do-it-yourself mentality. We are unveiling a new consumer-facing brand and national campaign that aims to inspire the use of professional designers, and a corresponding fund-raising effort to support it. We are also focusing on the disruptive influences evolving online for design and decorative furnishings, as well as the morphing role of the design center. The theme of the meeting is disruption, and we are focused on repositioning the decorative furnishings market to capitalize on tomorrow’s design consumer.”