Window Fashion Vision Sept/Oct 2017

30 years of window treatment inspiration

2017/2018

Top Trends for Fall/Winter FIVE KEY COLOR PALETTES

& important consumer behavior trends COLOR PERCEPTION

& the aging eye

HOW TO SELL MORE

Volume 38, Issue 5 SEPT + OCT 2017

motorized treatments

COULISSE.COM CREATED IN THE NETHERLANDS

info@coulisse.us

FEATURED PRODUCT: COULISSE XL PLEATED BLINDS EQUIPPED WITH PF-XL-ESVEDRA-3300

DESIGN AND TECHNOLOGY

CONTENTS volume 38, issue 5

insight 12 | The Right Way to Set Fees Establish a values-based approach to income. by Gail Doby, ASID

14 | Close the Sale with Email A new old-fashioned approach to internet marketing. by Welton Hong

16 | Keys to Exceptional Customer Service Making the idea of customer service a true client experience. by LuAnn Nigara

32

18 | Structure Supports Sales A step-by-step guide to a successful close. by Madeleine MacRae

20 | An Installer’s Inside Knowledge Advice and suggestions for a stress-free install. by Roger Magalhaes

22 | Social Media for Start-Ups 10 tips to get it right from the beginning. by Kathy Wall

26 | Making Motorization a Must-Have Three key processes to implement to start selling more automated window treatments.

by Brandon Roellchen

44

50

inspiration 32 | Do You Dream in Color? A few of the most colorful projects from the recent Decorating Den Dream Room competition.

44 | The Great Reset International trend authority WGSN

predicts that 2018 will be a year of monumental shifts set to impact design, retail, and industry practices.

50 | Celebrate Good Times Dunn-Edwards Paints released its 2018

color and design trends, featuring five color palettes based on celebrating rich, full lives.

60 | The Aging Eye The U.S. population reached a milestone in

November 2016, with more than 50 million people aged 65 and older— so it’s no surprise that the effect of aging on color is of significant market interest. by Kate Smith

64 | Stars in Their Own Right New trim looks for fall are glamorous, graphic, and sophisticated. by Jana Platina Phipps

fixtures 08 | Welcome A note from the publisher, Grace McNamara.

72 | What’s Next A glimpse ahead to the Nov/Dec issue.

64 4 | wf-vision.com | Sept + Oct 2017

RI CC IARELLI.IT

M A N U FA C T U R E R A N D S U P P L I E R O F W I N D O W C O V E R I N G S . C O M P O N E N T S . E Q U I P M E N T

sales@uni-soleil.com.tw

www.uni-soleil.com.tw

Go to Facebook.com/wfviwce for magazine and show updates.

Keep up with all the IWCE news @IWCEVISION.

Follow us and re-pin pinterest.com/wfvision.

Follow us on instagram.com/iwce2018.

30 years of window treatment inspiration Looking for online inspiration?

Check out these great pages from some of our contributors in this issue!

Houzz: onestopdecorating From the company’s top-rated Houzz page.

Instagram: dunnedwards Love the color and the name: Parisian Night.

WINDOW FASHION VISION MAGAZINE President + CEO | Grace McNamara grace@wf-vision.com Editorial Director | Susan Schultz susan@wf-vision.com Circulation + Data Management Director | Belinda Pasquale Hanson belinda@wf-vision.com Digital Media & Marketing Coordinator | Anne Bild anneb@wf-vision.com Managing Editor | Maude Campbell maudedotycampbell@gmail.com Logistics Coordinator | Amie Holsten iwce@wf-vision.com

Facebook: sensationalcolor Kate’s FB page covers all types of color news.

Houzz: windowworks From the “custom valances” portfolio.

Business Manager | Heather Bradley heather@wf-vision.com Competition Coordinator | Claire Bowman competition@wf-vision.com

SALES

Vice President, Sales + Marketing | Susanne Young susanne@wf-vision.com

CONTRIBUTORS IN THIS ISSUE

Gail Doby, Welton Hong, Madeleine MacRae, Roger Magalhaes, LuAnn Nigara, Jana Platina Phipps, Brandon Roellchen, Kate Smith, Kathy Walll Tumblr: wgsn.tumblr.com Sneak peeks at upcoming trend reports.

Facebook: WF VISION Magazine Beautiful new project reveals every week.

SPECIAL THANKS TO: Chelsea Peabody

DESIGNERS & WORKROOMS FEATURED IN THIS ISSUE

Jan Bromberek, Barbara Elliott, Kathy McGroarty, Barbara Tabak, Jennifer Woods

SUBSCRIPTIONS

877-344-7406 • WFVision@pubservice.com

SEPT + OCT 2017 VOLUME 38, ISSUE 5 On the cover: From Romo’s Black Edition line, Anukka is an intricate, distressed damask jacquard woven in lustrous silk, linen, and viscose, with a beautiful fluidity for drapery. The moody, aged feel of this shot perfectly captures some key autumn/ winter 2017/2018 interior design trends.

6 | wf-vision.com | Sept + Oct 2017

Window Fashion Vision magazine makes every attempt to credit each person involved in the process of creating a window covering and will not be responsible for crediting any person whose name, company or participation did not surface during the information-gathering process. Crediting disputes between parties other than Vision magazine are solved at the discretion of those involved.

Window Fashion Vision (ISSN 08869669) (USPS 708930) published bi-monthly by AIM Communications LLC, 4756 Banning Ave, Suite #206, White Bear Lake, MN 55110-3206.; Tel 651/330-0574; Fax 651/756-8141.

Visit our website at www.wf-vision.com. Periodicals postage paid at St Paul, MN and additional mailing offices.

Postmaster: Send address changes to Window Fashion Vision, PO Box 15698, North Hollywood, CA 91615-5698.

Allow 60 days for address change. Subscription rates: $22/yr. U.S. and possessions; $29/yr. Canada; $90/yr.

Foreign (includes airmail postage). Single copies/back issues $6 each, except for special issues, which are individually priced. (Payment must accompany order.) Copyright © 2017 by AIM Communications, LLC. Reproduction in whole or in part without written permission prohibited. Canadian Publications Agreement Number: #40036514.

Canadian Return Address: Station A, PO Box 54, Windsor, ONT N9A 6J5. July + Aug 2017, Volume 38, Issue 5.

WELCOME grace note

Over the past year or so, Trim Queen Jana Plantina Phipps has mentioned the Maximalist trend, and the 2018 forecasts in this issue reference that direction as well. This is great news for our business, heralding the return of more elaborate layers and embellishments! Photo courtesy of Houlès featuring the tassels from the Valmont collection. Design by Frédérique Fournier.

We’ve got you covered with everything from A to Z in this issue. Business advice? Tons of it from pricing your services to exceptional customer service and email marketing. Motorization? Great advice on how to step up sales from a true success story by Brandon Roellchen, One Stop Decorating, Kansas City. Color and trend forecasts— yes! With room examples that demonstrate how some of these trends come together in the home. Design inspiration? Check out what the winners of the Decorating Den annual Dream Room competition have to show with color.

I always look forward to what editor Susan Schultz digs up on trends and color forecasting. Being a more literal person, for me, the bullet-point breakdown of what “big picture” issues are driving these trends was particularly helpful (page 44). And as for Kate Smith’s article on how color perception changes with age—enough said.

And, as we all get back to business after the summer break, check out our fall/winter FastTRACK certification sessions: Design Specialist, August 30 and January 3; Workroom Specialist, September 14 and January 11; and Business Specialist, September 19, November 7, and January 18.

Have a great fall decorating season, cheers!

Grace McNamara Publisher + CEO 8 | wf-vision.com | Sept + Oct 2017

Your Source for Phifer SheerWeave®

®

Interior Sun Control Fabrics

Exploring endless possibilities.

SheerWeave interior sun control fabrics provide the perfect balance of light, comfort and beauty, making them the ideal window covering solution for residential and commercial spaces alike. A sleek and functional alternative to ordinary window coverings, SheerWeave effortlessly and elegantly manages the sun’s harsh heat and blinding glare.

From modern, neutral hues to subtly-textured, organic weaves in warm earth tones, these fabrics are the perfect complement to any interior design scheme. SheerWeave fabrics are also available in a variety of openness factors ranging from one to 25 percent and wide widths to cover large window openings.

Unique fabricates Roller Shades, Panel Tracks and Verticals in Phifer SheerWeave®.

Unique offers cut yardage and full roll programs and ships nationwide.

Call us today to set up an account! 800-824-1277 www.uniquewholesale.net

Unique Wholesale Distributors – trusted for over 35 years.

Toll Free (800) 824-1277 / Phone (954) 975-0227 / Fax (954) 975-0297 Corporate Headquarters: 6811 NW 15th Avenue, Fort Lauderdale, FL 33309 / Designer Showrooms: 6801 NW 15th Way, Fort Lauderdale, FL 33309 7509 Pennsylvania Ave., Suite 101, Sarasota, FL 34243 / 706-C Garlington Road, Greenville, SC 29615 ®SheerWeave

is a registered trademark of PHIFER INCORPORATED

®

WEAVING EXCELLENCE WITH INNOVATION

Family-owned and-operated since 1952, Phifer Incorporated and the SheerWeave® brand represent the standard in interior sun control fabrics.

SheerWeave fabrics are woven in Tuscaloosa, Alabama by American workers dedicated to achieving one common goal – to ensure quality and service second to none.

Contact us today to learn why SheerWeave is the world’s most trusted brand of solar screen fabrics.

SERVICE. AMERICAN MADE.

Microban® antimicrobial protection inhibits the growth of stain-causing bacteria, mold and mildew on the shade.

rou

In

d l y Mad

e

QUALITY.

PRODUCT CERTIFIED FOR LOW CHEMICAL EMISSIONS UL.COM/GG UL 2818

P

phifer.com/suncontrol 800.221.5497

The USA

® SheerWeave is a registered trademark of PHIFER INCORPORATED. ® MICROBAN is a registered trademark of Microban Products Company.

TM UL, the UL logos and the UL mark are trademarks of UL LLC. © PHIFER INCORPORATED 2017

INSIGHT business coaching

The Right Way to Set Fees A values-based approach to income

by Gail Doby, ASID

The first question a new designer or one who is starting a business asks is, how do I get clients? The second is, how much should I charge? The answer to the first question, of course, is marketing. The answer to the second is more complicated.

Even seasoned designers are wrestling with how to charge as clients increasingly are contesting billings and choosing to do much of their own purchasing.

Many professionals, such as lawyers, accountants, and consultants, charge an hourly rate for their services. It is a sensible way to charge since what they are providing is expertise. The majority of interior designers have followed that model for many years, charging an hourly rate for design services.

A Mixed Approach In addition, however, since they also are researching and purchasing products for their clients, many designers include a markup or retail cost on those products to compensate them for their time and knowledge. A variation is for the designer to offer the client a discount off of the retail price, assuming the designer can obtain the product at a lower price, in combination with an hourly fee for their service. These days, since clients often want products from retail stores, some designers charge a purchasing fee for that service.

Many high-earning designers use some combination of an hourly rate plus a markup or surcharge on product and related services. In my own experience, however, I found I often ended up adjusting or discounting billings in order to keep in my clients’ good 12 | wf-vision.com | Sept + Oct 2017

graces. In the end, I was spending a lot of time on billing matters and it was difficult to control how much I was actually billing.

The Set Fee Approach Clients like certainty, especially if they are working with a fixed budget. It is a fear of losing control of a project budget that often deters them from hiring a designer in the first place. In recent years, more and more clients are asking for designers to give them a set price for a project. The designer gets a

Set fees based on what it costs you to operate your business and protect your net profit. retainer up front to provide operating capital while the project is in process and the balance at the end when the project is completed. A variation is to offer a fixed fee for design and project management but combined with a markup, retail, or discount model for products purchased.

Some designers like the fixed fee model because it relieves them of the hassles that can come with hourly billings and markups. It can work well with small, well-defined projects that are easily managed. This is the model most doctors and dentists use for a standard procedure.

You need to be very careful, however, that you estimate the project properly and have a clear understanding, in writing, with the client about additional costs that may arise during the project

from complications, changes, additions, etc. Otherwise, you can end up doing a lot of work for practically nothing.

Establishing Your Approach How you should set your fees depends on who your clients are, what types of projects you do, and the kinds of services you provide. The real key is to set fees based on what it costs you to operate your business and what you need to keep after you pay your expenses—your net profit, the money left over after you pay your salary.

That said, for most residential designers in today’s market I recommend a values-based approach. Essentially, this is a fixed-fee model, but with an important difference. Instead of being based on cost, it is based on results, i.e., the value you provide to the client. A fixedfee approach overlooks your unique contribution. It invites clients to choose the lowest bidder, not the best. It is up to you to convince the client that your talent, skills, and experience are worth what you are asking for the project. If you base your fees on something that you can explain to your clients without feeling worried or guilty, then you’re on the right track. z Gail Doby, ASID is the co-founder of Gail Doby Coaching & Consulting .

To learn more on setting fees and other important design business topics, please join her for this year’s Interior Design Summit, October 13–16. Visit interiordesignsummit.com for more information.

PUT YOUR BUSINESS ON THE

If you’re looking for a deeper dive and more personalized learning, sign up for the WFCP FastTrack Business Specialist Certification sponsored by Graber Business University. When you invest in this next-level learning program, you’ll get the guidance of a business coach and the support of invested peers.

BENEFITS Lifetime access to a portal that contains videos, worksheets, and support documents that will help you focus on growing your business Sales boot camp! 6 live group-coaching calls where you’ll learn how to apply what you’ve learned to your own business Membership in an exclusive FastTrack Facebook community where you can meet other dealers and learn what works for them

FASTTRACK IS FOR YOU IF: You truly want to grow your businesses and get fast results You no longer want to be an on the long, expensive side of trial-and-error You want to integrate systems into what you’re already doing successfully today You’re looking for support from a high-caliber coach and a community working in your exact industry facing your exact issues

ABOUT MADELEINE MACRAE With a unique blend of entrepreneurial and corporate experiences driving her,

SIGN UP

Madeleine MacRae has spent over a

Upcoming Fast Track Sales Bootcamps: November 7, 2017

January 18, 2018

Visit https://www.wf-vision.com/education-opportunities to sign up today.

decade helping businesses improve and grow. Madeleine teaches her clients how to implement better processes and new tactics that create bigger, more reliable results while preserving a high quality of life.

(4/17) 17-5544

INSIGHT business coaching

Close the Sale with Email A new old-fashioned approach

by Welton Hong

Over the years of working with many window covering clients, I’m always interested to see how business owners feel about advertising their businesses online when I first meet with them.

Reactions are all over the board.

Some are open to almost anything Others are reluctant to try out strategies that strike them as “newfangled,” even if they’ve been around for some time now, such as pay-per-click advertising, mobile marketing, or remarketing.

Still others only want to try the newest, most cutting-edge marketing methods, showing little interest in the very basics such as search engine optimization and —this is where this column comes in—even email marketing.

That’s not a mistake you want to make when promoting your window fashions business. Of course, a successful marketing campaign typically has many components and a good marketing consultant will only recommend the ones that are right for each particular business, because their success is tied to yours.

However, email marketing is absolutely a foundational aspect of any successful campaign.

The Inherent Benefits of Email I realize that some businesses are wary of email marketing.

They see their personal and work inboxes filling up with spam from every company under the sun. No business wants to be seen as “pestering” its current or potential clientele, and I never recommend that sort of approach.

When it’s done correctly, email marketing is a win-win for both you and your customers. You’re getting your message out to people who genuinely want your products.

Use Email Marketing Software Today’s technology makes it easy to schedule emails. Software programs such as MailChimp or Constant Contact let you create “drip campaigns”—automated emails that go out on a schedule you determine. They also integrate with forms you create on your website.

Nurture Leads with Email Email is a great way to keep the lead “warm.” Keep them direct, interesting, and informative. You can specifically group particular emails to leads that aren’t closed yet. (Just make sure to reclassify the recipient once you’ve closed the sale.)

Email vs. Social Media People still open their emails, especially if you’re marketing to interested leads and using enticing subject lines. While social media has its benefits, not everyone will be reading your tweets or posts.

Alert Clientele to Promotions These types of emails work for both leads and current customers who might be looking to upgrade their window coverings. You can even include a special discount for return customers and easily send out that specific message to that email group.

Pre-Sell Upcoming Appointments You can group customers who have made appointments but haven’t met with you yet. These emails can include information about your business and some products to consider, saving you time at the appointment and getting the customer interested in specific options from your catalog.

Of course, it’s critical that you do it correctly. With that in mind, here’s a series of steps to keep in mind when you use email to close the sale:

Post-Appointment Contact Keep your customer engaged with follow-up communication after the appointment. These emails can include testimonials, before-and-after pictures, and other materials that highlight your business.

Generate an Email List That sounds obvious, but I’m amazed at how many businesses do not collect email addresses from either leads or actual customers. Have a form on your website for visitors to add an email. Get emails from people who call for information or make appointments. You should have a valid email for every customer (and potential customer).

Unsubscribe Option It would be wonderful if every lead and customer wanted to keep hearing from you in perpetuity, but we all know that’s not the case. Make sure your email system makes it easy for someone to unsubscribe from recurring emails. However, you can also create a process by which the customer might choose to simply receive emails from you less often.

14 | wf-vision.com | Sept + Oct 2017

Structuring an Effective Email Here’s a few considerations for what to include in your emails: • Great subject line. This is the most important part of every email; it won’t be opened if the subject line doesn’t engage the recipient. Consider your clientele’s needs. What line would grab your interest if you were in the market for window fashions?

• Keep it short. No one has time to wade through a long, meandering email. Be concise and direct—show that you respect the lead/customer’s time.

• Include images. A big mass of gray text doesn’t engage anyone. You have lovely, colorful window fashions: Put some of those images in the email.

• Social integration. While I noted earlier that email can be a more effective way of communicating with your audience than social media, it never hurts to include social media buttons in your email. Make it easy to the recipient to communicate with you on Twitter, Facebook, Pinterest, etc.

• Call to action. Not every email necessarily needs to have a call to action, but it’s highly recommended to emails directed at leads or anyone who’s on the fence. There could be a button that creates a promo code for your products or lets the recipient download a PDF of your catalog, for example.

Ultimately, email marketing is one of the most powerful tools to close sales and reduce the marketing cost per lead.

Software makes it easy to generate and manage the process, so there’s every reason to make it a key component of your window coverings marketing campaign. zz Welton Hong is the founder of Ring Ring Marketing and a leading expert in creating leads from online to the phone line for window covering businesses.

RingRingMarketing.com Facebook: RingRingMarketing

get on the Fast Track to

success

Finally... a business

bootcamp tailored

to your individual

business model and customized for your industry, your teams and your

customers.

fasttrackscholarship.com

Window Fashion Vision | 15

INSIGHT business coaching

Keys to Exceptional Customer Service Making the idea a true client experience

by LuAnn Nigara

If you know me, you know I often talk about taking responsibility and about taking action. Because face it, we know there is a big difference in gathering information and in executing the steps to make actual changes. Customer service is a perfect example of this.

As business owners we know we should provide excellent customer service and sadly, some fool themselves that they are. But excellent customer service is a process not just an idea.

One quick question might prove my point: Have you ever considered your customer’s experience from their point of view?

The point is, when you provide an exceptional client experience you create loyal, repeat customers. And even better, these loyal customers become brand ambassadors for your company.

They tell friends, relatives, and social media about you. These warm and often hot leads are the lifeblood of a healthy, profitable business.

Keys to excellent customer service: • It begins with you. As the owner, the leader of your company, you must have a genuine desire to make every customer feel thrilled that they selected your company to do their project. And you set the bar for everyone in our company to emulate.

You can’t fake this.

• Team chemistry is critical. The most effective teams, whether we are talking about sports, book clubs, or businesses, all like each other, value each other, and enjoy each other’s company. You have heard the expression, “Happy wife, happy life”?

16 | wf-vision.com | Sept + Oct 2017

Well, I like, “Happy company, happy customers.” A team that feels valued and appreciated carries this through to your clients.

I ’ll add here this extends to your vendors, too, because if your vendors don’t have the same commitment to the client experience, you can’t rely on them to have your back. Never hesitate to discuss a vendor’s policies with them before getting involved. However, more important than their policies are their values. Policies are “what the book says,” values are where the real customer service is. And if you intend to provide this to your clients, your vendors must have the same mindset.

• Be the expert. Take the time to learn everything there is to know about your products or services. This not only creates comfort and confidence for yourself but it translates to your customer. They want to know, in fact, they need to know, that they are in capable hands. What are the questions that come up with every proposal? Make sure you and your staff understands everything your customer could possibly need to know so you can create the feeling of complete assurance.

• Ears set on “open mode.” Listen to your clients, they will tell you what they value most if you ask and listen.

For a busy working client the most important criteria might be a streamlined process that moves from step to step, quickly and with little fuss.

Another client might value a thorough exploration of every possible option for their home. Listen and

they will tell you in their words and their actions what will impress them and move them to do business with you. Don’t fit your client into your box; make your box fit your client.

• Mind set on “open mode.” Never ignore a situation when a client is unhappy, whether they have expressed it or not. Don’t pretend it will resolve itself. Through respectful listening, an open mind, and intentional control over your emotions, you can almost always resolve an unpleasant issue. And empower your team to resolve problems. Teach them your company values so they are free to work with your client in resolving problems. The silver lining is when handled well, unhappy clients are actually some of our best opportunities to create company ambassadors. Turning an unhappy client around is a very powerful avenue for future referrals.

• Be grateful and acknowledge. Tell your clients you value their business, you enjoy the process of working with them and you take it as the highest compliment when they refer you to others. Never assume they know these things. Say this out loud and often. Acknowledge that you have competition they could choose to work with and you are grateful they chose you. You should have a formal “thank you” process at the close of each project but I also believe this is something you do in daily conversations with your clients at any chance you can create.

Do the same with your employees and vendors. Everyone likes to be appreciated and this applies to your business family as well.

What are the results of excellent customer service?

• Increased gross sales. People are almost always willing to pay more for an excellent customer service experience. According to a Salesforce article: 86% of buyers will pay more for a better customer experience. But only 1% of customers feel that vendors consistently meet their expectations. Be part of the 86%.

Leave the discount game behind. Do better work, create an outstanding experience, and give more value, then charge according to these ideals. Race to the top, not the bottom.

• Increased net profit margins. While it is important to sell more it is important to keep more, too. You need healthy net profit margins to run a profitable business. A new customer is much more expensive to earn than a repeat or referral customer.

Experts at the White House Office

of Consumer Affairs estimate it costs 6 and 7 times more to attract and earn a new customer than to sell again to a repeat customer. Money spent on advertising, time spent developing and implementing social media campaigns, the list goes on.

But if you can keep a loyal customer happy and in your pipeline you have a consistent resource for new sales.

• Stellar reputation. How your company performs spreads through your community base, whether it is good or bad. Decide to be a company known for excellent customer service. People want to do business with people who perform well, are recognized as industry leaders, and value them and their business.

The bottom line is simple and age-old, put yourself in the shoes of your client.

Do right by them in a genuine way and they will reward you by returning again and again and through their referrals. z

LuAnn Nigara is an award-winning window treatment specialist and together with her husband and cousin she owns Window Works, in Livingston, NJ, which provides custom window treatments and awnings to both retail and trade clientele. Her highly successful podcast “A Well-Designed Business” debuted in February 2016 and she has since recorded more than 200 episodes. Nigara was a keynote speaker at IWCE 2017 and will be returning to speak at IWCE 2018 in Tampa. windowworks-nj.com/podcasts Facebook: windowworksnj Twitter: WindowWorks_NJ Pinterest: windowworks Instagram: windowworks Houzz: window-works

2017 INTERIOR DESIGN SUMMIT & IDS GRAM|MEs CONNECT | INSPIRE | TRANSFORM

FRIDAY, OCTOBER 13 | HIGH POINT, NC Join us this fall at HPMKT to receive the expert advice and business training you need to increase profits and market your brand!

Participate in our curated experience of top showrooms at the 2017 Fall Market Visit www.interiordesignsummit.com for details and registration

E by DESIGN

Credit: Dana McGrath

Credit: Brittany Beach for Editor at Large

Window Fashion Vision | 17

INSIGHT business coaching

Structure Supports Sales

A step-by-step guide to a successful call

by Madeleine MacRae

An in-home consultation is an art form where collaboration, confidence, knowledge, and expertise are beautifully balanced to yield a sale. When one element is underdeveloped or overly emphasized, the result is lackluster at best, and at worst a complete fail.

When you follow an organized, stepby-step approach to the sales consultation, it’s almost as though you are painting by number. Think back to your childhood artwork—most of us, and myself very much so included, may have thought we were producing masterpieces but our parents, meanwhile, couldn’t tell if we had painted a duck or a cow. Give that not-so-artistic child, like me, a paint by number and ask them to carefully follow the set-out guidelines and color charts and they could produce something not only recognizable but beautiful. The inhome sales process is much the same as painting by number. You have a few key elements that must be covered in order to produce the result that you wish—a sale.

A By-the-Numbers Approach to Sales The step-by-step nature of a systematic sales process allows a sales consultant to avoid missing key elements of the approach that will tank the results. It frees them from getting caught up in the joy of practicing their craft to the exclusion of the sale.

Have you ever had a sales representative on your team go to a home and get so caught up in sharing every possibility that they lose the point of closing the sale? In a high-touch relationship-driven sales environment as in our industry, it’s easy to get so caught up in developing the friendship with the client or in dreaming up elegant enhancements to the window covering that you miss the sale.

18 | wf-vision.com | Sept + Oct 2017

A sale is the result of developing an authentic connection, hearing and understanding the needs, hopes, desires, plans, and parameters of the prospect, and then collaborating on a solution that meets and exceeds their expectations all within the scope of their budget and deadlines. If you miss any of those elements or you fail to close the deal with confidence, your odds of success decrease dramatically.

Whether you have natural sales talent or not, it is the system approach to the consult that yields the best results. It is truly structure that gives you repeatable, reliable sales.

Top Performers Apply a Process For over a decade I’ve observed top performers. While their finesse and the skill with which they layer in various methodologies and tactics is fascinating, it’s their discipline in adhering to their process that’s most impressive. The consultants who can walk into home after home and leave 70–80% of the time with a signed contract follow the same basic steps every single time. They may have talent, but their adept execution of the sales process is a skill which they carefully and continuously sharpen.

When you start from scratch, with no idea of the steps you are going to take during your consultation, it’s a little unsettling for the consumer and is exhausting for the consultant. When, by contrast, you know where the conversation is going to go and you direct it with intention both you and the homeowner can relax into the fun of designing their window covering solutions. The homeowner feels secure in the hands of an expert and you know you are building momentum toward a sale and can rest easy that no vital component will be overlooked.

Working the Five Cs Guiding a homeowner from fear and overwhelm into a confident close is one of the best feelings in the world. In the FastTrack Sales System, the structured path to accomplishing is called the Five Cs: Culture, Crossover, Consultation, Confirmation and Close.

The appointment is the heartbeat of the window covering business. It’s where product training and knowledge come face to face with real-life windows. The home is where life happens.

To be able to be in the home, protecting it, improving it, and beautifying it is an honor and a responsibility. It is the job of the sales consultant to ensure that the homeowner gets exactly what they need and what they most desire.

1) In order to fulfill that responsibility, the consultant has to remember that the homeowner has invested their most precious resource—their time—to work on this project and it’s the sales rep’s responsibility to set the tone—to establish a co-creative, collaborative culture—for a successful appointment.

2) Next, this appointment is happening in real time, with real people and real windows that need to be addressed.

It’s vital to get the lay of the land. To understand the design aesthetic of the home, to scope out the situation, and to settle in for a heart-to-heart discussion of what’s needed and desired.

That’s the crossover—the time during which you transition from introduction to true consultation.

3) The third step is the most important—the consultation. During the consultation every aspect of the project is addressed and your expertise truly shines.

Once you have understood what the client needs and wants, you have to be sure that you have 100% nailed the solution. You’ve probably had those consultations where the homeowner was “yessing you to death” just to get the consultation over with. It happens.

4) But when you have a very disciplined approach to the minute elements of the consultation step and you take the time to confirm with your prospect that the solution you have co-created with them is a resounding yes, you will find those just-get-this-over-with moments happen less and less frequently. Confirming the solution is one of the most often overlooked steps in our industry.

5) Shockingly, the close, the last and seemingly most fundamental step, is the most frequently forgotten. After building the solution, so many sales reps feel that it would somehow denigrate the quality of the friendship that they have built to ask for the sale.

Quite the opposite. We are doing our

prospects a grave disservice when we do not directly allow them to purchase the solution they have given their time, effort, and energy to refine with us.

When we leave them hanging and don’t ask simple closing questions—fully allowing the momentum of the decision to pull the homeowner forward to say “yes” to what they truly want—we are robbing them of the experience. They cannot have in their home what we have designed unless they buy it. When we are plugged in to that truth and we fully believe and know (because we have taken the time to confirm it) that we have crafted the best possible solution for them, we will stop hesitating to close and will start to close with confidence.

Using the power of a proven process allows you to navigate the appointment with ease. It takes away the fear because each step builds upon the other to the net result of a sale—a sale that creates a raving-fan client and is the foundation of healthy business. z

Having built sales from zero to more than $1 million in several markets, Madeleine MacRae brings unique perspective to her business, MM MacRae Coaching & Consulting.

With over a decade of experience working with contractors, dealers, and manufacturers in the home professionals industry, she shares the insights she knows, understands, and has codified to help her clients shortcut their way to success.

MacRae has developed the newly launched WFCP FastTRACK business certification program, available as an online e-course.

She has also announced the following three business bootcamp dates: November 7 and January 18, 2018. Find out more at: fasttrackscholarship.com. mmmacrae.com LinkedIn: macraemadeleine

Window Fashion Vision | 19

INSIGHT take note

An Installer’s Inside Knowledge Eight tips for a stress-free visit

by Roger Magalhaes

As installers, we always hope that every installation will be perfect. Unfortunately, small and large “oops” often happen.

After being in business for over a decade, I have encountered a few situations that could have easily been avoided or handled differently. I’ve learned from those experiences and gladly pass these lessons on to you in the hope you can avoid my costly mistakes! Following are some of the items I now always bring with me on a job.

Mover’s Blanket Much thicker than the painter’s drop cloth found at hardware stores, these are perfect to protect your working area on the jobsites. Lay all boxes and tools on the blanket(s) to prevent scratches on hardwood floors and stains on carpet.

An added benefit of using them is to wrap blinds, shades, and shutter panels if they need to be transported back to your shop. Keeping all of your tools on the blanket also helps you to avoid leaving anything behind when the installation is complete.

Erasable Fabric Pen If you use a pencil or pen or even masking tape to mark placement for hardware on walls, you’ll be glad to learn that the erasable fabric pen by Marvy Uchida is a better solution. (I buy mine from Rowley Company.) It will make your installation much cleaner. And in case you mark the location in the wrong spot, simply use the back end, or water, to erase the ink. Tip: If you forget to wipe the mark after installation, the marks will disappear within two weeks.

Digital Camera There’s nothing truer than the statement: “A picture is worth a thousand words.” A digital camera (or cell phone or iPad) will help you not just record details on measurement visits, but it will also offer your clients and/or designers a before and after shot that can be used as a marketing piece for your business.

In case there’s a problem in shipping, you can snap a photo and text or email it to your supplier.

Tip: Having a smartphone will save you even more time and money by having the camera and the ability to email or text right at your fingertips, literally!

20 | wf-vision.com | Sept + Oct 2017

Spackling Compound Even professionals make holes in the wrong spot now and then.

For those situations, a small jar of spackling compound is all that you need to cover it up. In most cases, the homeowner still has the original can of wall paint. You really need just a drop or two or a tiny bit over the patched hole to restore your mistake. Tip: Buy the lightweight version because it dries more quickly, and don’t forget the paintbrush in your bag of tricks.

Magic Eraser Sponge As careful as we try to be while working in someone else’s home, it’s inevitable that we’re going to leave a mark on the wall. Whether moving a ladder around and hitting the baseboard or leaving a mark while lifting the treatment too close to the wall, a Magic Eraser Sponge is a must-have; it will make most marks disappear before your eyes. Gently rub it over the marks and voilà! Tip: You can use it dry or wet.

Screw Assortment I usually carry different-size screws with me all the time while installing: 3/4", 1.5", and 2.5". The reason is because different applications requires different-size screws: fastening on doors with a longer screw and you will need to find a painter to fix the holes on the other side of the door. A short screw won’t “grab” the stud when going through sheet rock. Having an assortment within reach will save time by avoiding extra trips to the van.

Wood Stain Markers and Paint Markers On occasion, we installers have to move furniture during installations in order to place a step stool on the right spot. As

careful as we are, scratches on wood floors can occur. These markers come in four wood stains (light, medium, dark, and dark cherry) and will cover the scratches that you just made.

It’s a must-have item in your bag of tricks. Tip: Also buy the set of four paint markers and now your screws and brackets can blend in with the walls. Available from Rowley Company in white, black, brass, and dark brown.

ORION

ORNAMENTAL IRON, INC.

Custom Drapery Hardware

Battery Charger Trick While this isn’t a piece of equipment, it’s definitely saved me a lot of time over the years! The fact is that sometimes the outlet where you must plug-in the battery recharger is not exactly near the working area. If you are someone like me, chances are you won’t remember to retrieve it before leaving the jobsite.

After a couple of incidents I came up with a simple solution to avoid that: I leave my car key attached to the recharger.

That way even if I forget the charger, I won’t be able to leave without the keys.

I hope these short, practical recommendations can help you on your next installation.z Roger Magalhaes is a certified Professional Installer by The Custom Home Furnishing Academy, Lutron, Hunter Douglas, Somfy and Norman Shutters, an active member of the WCAA, founder of the Facebook group Free Speech Window Covering Pros and the founder and owner of Shades IN Place Inc., Franklin, MA, established in 2006.

Window Design by New Look Interiors, PA

At Orion, our team of designers, skilled artisans, and crafts persons create a wide range of decorative drapery hardware and accessories in over 50 beautiful finishes.

We’re especially delighted to work with you on projects that require custom design, custom parts, or a one-time fabrication task.

That’s because from idea, to manufacture, to hand-painting, it’s all done at Orion, by Orion, just for you. We are always proud to say “Made in the USA”.

ShadesInPlace.com Facebook: shadesinplace Twitter: Shades_IN_Place Houzz: shades-in-place sales@ironartbyorion.com | www.ironartbyorion.com | 877.476.6278

Window Fashion Vision | 21

INSIGHT take note

Social Media for Start-Ups

10 tips to get it right from the start

by Kathy Wall

For new businesses or those who have yet to dip their toes into the social media pool, you hopefully realize the critical importance of this component to your marketing plan. How you create these digital communications also matters.

1) Become knowledgeable. If you are winging this on your own, there are a number of free resources that will help you navigate the waters. Try Socialbakers, Hubspot, or Social Media Examiner. Services can also be outsourced to an agency if you want to leave it to a pro and spend your time focusing on your bringing in new clients and establishing a healthy bottom line.

Consistency There’s a big advantage for social media start-ups who are ready to establish social accounts as opposed to those who set them up over a period of time.

2) Proactively create pages in all social channels including Instagram, LinkedIn, Twitter, Pinterest, Facebook, YouTube, Snapchat, and so on. Do this even if you don’t plan to use them all initially.

3) Create these accounts using the same name or @ on all of them to make it easier for potential clients to find you.

Ideally, it will be the name in your website URL and email address. Shorter is better but don’t abbreviate so much that your online name becomes unrecognizable. Finding the same name that meets the character limitations across all channels may be challenging but remember consistency is a key component of marketing a new brand.

Think Big There’s a big difference between personal accounts and business accounts and in the case of Facebook, you have to have one to create the other. You’ll establish a business page by logging into your personal profile.

4) Make a good first impression. Be sure to completely enter all pertinent information and quality images before publishing the page.

5) Create a business account in Instagram as this allows you to incorporate clickable “email” or “call now” features for instant communications with people interested in doing business with you. These valuable features of business pages are not available to individual accounts.

22 | wf-vision.com | Sept + Oct 2017

6) Be sure to link accounts to each other in the settings for each. This allows you to post once and have it appear across platforms. Although we are seeing a decline in Twitter usage for some designers and companies, you will nevertheless want a presence. Using the auto-tweet option for posts from Facebook and Instagram will minimize the need to create unique content on Twitter, thus saving time.

Cast a Long Shadow 7) Do “speak” as if you are a brand using first-person plural (we, our). This communicates a professional company or business rather than just a one-person operation. Use the tone, verbiage, and degree of sophistication or whimsy that has been established in all your branding materials.

8) Do not use slang or abbreviations unless it is brandappropriate. And, just say “no!!!” to excessive punctuation marks.

9) Posts with visuals are more engaging—it’s a fact. Your analytics will support that. An uploaded photo with keyedin copy will provide better engagement than a post created with a link which automatically generates an image.

10) Check your analytics. Nearly all social platforms include a free mechanism to measure and evaluate your initiatives and you should review these at least once a week. There are also some paid options that assimilate your analytics into one tool.

Now that your SoMe sites are set up, it’s time to create content, post, tag, share, comment, engage, monitor, evaluate, and improve…and build longstanding client relationships within your community and beyond. z Kathy Wall is president and ringleader of The Media Matters, an agency in the Triad area of North Carolina offering marketing, advertising, and brand strategy to a roster of international clients. Kathy has shared her talents with the home furnishings industry for three decades before forming her own business 16 years ago. Her motto? “We don’t work with jerks.” themediamatters.com Facebook: themediamatters Twitter: @themediamatters

5 Reasons to Buy Natural Shades Only from Horizons Cordless ONE Controls, UpRight or Cordlock available at No Charge Horizons patented cordless control system is FREE! Every Shade. Every Day. Forever.

2. The Industry’s Largest Selection

3. Averté Natural Fold

Over 140 stunning patterns all at 120” wide!

Available in all the same patterns as Natural Shades, Averté offers perfect coordination.

White

Ivory

Khaki

Brown

Black

Available in 10 Styles!

4. Operable Lining

5. Coordinating Layers

Easily transition from translucency to privacy.

Available in five coordinating colors.

Natural Side Panels and Premium Woven Top Treatments can complete the look of any window.

1705 Waukegan Rd • Waukegan, IL 60085 • 800-858-2352 • horizonshades.com Vision Magazine Ad 2017 HNS.indd 3

6/9/17 8:25 AM

INSIGHT leader board

Making Motorization a Must-Have Three key steps to selling more automated window treatments

by Brandon Roellchen

Motorization isn’t the “next big thing” and it isn’t “coming.” It’s THE big thing and it’s already here. Nest thermostats, August smart locks, Samsung Smart Things, Amazon Echoes, and many other automated devices have already become a staple in peoples’ houses.

For consumers interested in automating their window coverings, the majority of the automation devices must be purchased through a dealer—which puts our industry in a perfect position to capitalize on this interest.

Step One: Show & Tell To get consumers excited about automated shades, they need to be able to see them in action. When we opened our showroom in 1995, motorized window coverings were expensive and reserved for hard-to-reach windows. We only had a single motorized display. Today, almost 75% of our displays are motorized and motorization accounts for nearly 30% of our overall sales.

In addition to showing more motorized treatments, we believe it’s important for consumers to see their window coverings operating with other automated products they already know and trust. So our showroom also features an Amazon Echo Dot, Control4 system, Nest thermostats, and tablets for the consumers to operate the devices with.

Another arena we use to show automated windows is through partnerships. We installed automated window coverings displays in a local audio/video store to help showcase the complete automated lifestyle. Consumers who are interested in home theaters and automation have a chance to see how motorized window coverings provide light control, energy efficiency, and security. Conversely, homeowners that stop in looking for blinds and shades are exposed to other automated products in our showroom that may enhance their lifestyle.

Our businesses have both grown through this partnership, once we determined we shared many of the same customers. Each of the store locations are co-branded and offer signing and literature for both companies. We update our display and components a couple of times a year to ensure we have the latest and greatest in his stores. It’s definitely been one of our most successful, long-term partnerships.

Finally, given that most of our consumer interactions are through shop-at-home services, we recognized that it is also important to show automated window coverings in a relatable manner outside the showroom. Many manufacturers offer hand samples or automation kits that can be set up in the home to demonstrate how the window coverings work with tablets or phones. Consumers need to be able to touch, see, and operate the shades and blinds on their own, in their home environment.

Step Two: Staff Education & Training Salespeople need to be educated and confident when it comes to selling automated window coverings. They need to be able to show how the window coverings will enhance a lifestyle, not just be a cool new option. The real key to getting consumers to embrace automation is to show them how little they will need to interact with the blind or shades.

An overview of the One Stop Decorating showroom featuring a dedicated home automation section.

26 | wf-vision.com | Sept + Oct 2017

We believe the best way to train on these products is through a “hands-on” approach. Our sales staff sells motorized and automated products “in concept,” but then we follow up with an automation consultation. As the head of the automation department, I review, with the sales staff member, all of the components and equipment we will need to do the job as part of our technical remeasure.

At that time we may also specify wireless internet

An automated window treatment display with supporting controls and related product information.

of total window coverings sold that are motorized. We work with our window covering account sales rep to go over our motorized shade numbers monthly. It helps us to understand positive trends as well as sales deficiencies.

We have put together some pretty impactful increases based on studying these numbers and game planning. Motorized blinds and shades offer an opportunity to raise your average price per unit, average sale, margin, and differentiate yourself from your competitors. If you can make a specific effort to measure and grow these numbers, it becomes easier to grow the overall numbers.

components, control options, programming packages, power sources, and remotes. We find it much easier to get into these details of the job once the client has truly committed to motorized shades. We’ve learned that if you get too technical in the sales process, you lose their interest.

One of the easiest ways to continue training is to make sure you are at every possible automated window covering installation. We require our sales staff to attend these installations to better understand the practical applications of the systems we built. By seeing the products installed and knowing how to program them, you gain a better understanding of how the consumer will be living with them. The installations also provide an opportunity to troubleshoot any issues that may arise and they get to see, firsthand, the clients’ reactions to their new motorized treatments.

We also encourage our sales staff to take advantage of “For Your Home” offers through Hunter Douglas so they can get hands-on practice. We feel there’s no better way to understand how it fits into clients’ lifestyles than to use it yourself.

Finally, we have training sessions involving the store displays to learn simple programming and key features. We do them about once a month for an hour at a time.

Step Three: Tracking & Measurements In order to sell more motorized and automated shades, you have to understand how many you’ve already sold and have an idea of how many more you think you can sell. In our organization, we have set up separate sales accounts for measuring the volume of motorized shades we’ve sold and the percentage

And Repeat : You Have to Show to Sell It’s absolutely true: You will never be able to increase automated window covering sales without showing it off to potential customers. It doesn’t matter if you don’t have a retail or showroom space, because, as mentioned, most manufacturers have kits that allow for in-home presentations. You need to demonstrate the product, but it’s always a good idea to also put a remote in consumers’ hands. Make it a goal to take a remote on every sales call to draw interest.

In terms of managing others to increase motorization sales, we have put together incentive programs and contests for our team.

Recently, we’ve had great luck with awarding an Apple Watch to the highest sales performer, including automated shades. However you decide to do it, make sure your potential customers know that automation and motorization is a must-have option.

You’ll find that the more comfortable you are with it, the more excitement your customers show with it. Good luck! z Brandon Roellchen, vice president of One Stop Decorating, Kansas City, has 23 years of experience in the window coverings business and heads the company’s motorization sales and training initiatives. onestopdecorating.com Facebook: onestopdecoratingcenter Pinterest: onestopdecor Instagram: one_stop_decorating Houzz: onestopdecorating

Window Fashion Vision | 27

ADVERTISEMENT

It’s a surprisingly mild June day in Tuscaloosa, AL, when Window Fashion Vision meets with four senior members of the Phifer team: Mark Edwards, senior executive vice president and chief marketing officer; Paula Deason, senior vice president, Sun Control Products; Gregg Terry, director of marketing; and Bill Strickland, senior national market manager, Sun Control Products. Inside the air-conditioned room, the conversation quickly heats up as the foursome enthusiastically and animatedly details the history, mission, philosophy, and products that have built a small insect screening company in the Southeast into the world’s leading manufacturer and supplier of sun control fabrics for both residential and commercial markets.

With the broadest selection of sun control fabrics on the market, including both vinyl-coated fiberglass and polyester yarn options, Phifer offers a vast array of solution-oriented products for managing glare and heat, while still allowing for a view. All that and energy savings, too.

It’s easy to see that teamwork is a hallmark of the company, and pride in its superior sun control products drives excellence, which spills over into every aspect of the business and into every corner of the sprawling two-millionsquare-foot manufacturing facility.

The History A Family-Owned Success Story It’s 1952, and the end of World War II is not far in the past, when J. Reese Phifer identifies and seizes on the first of many entrepreneurial opportunities.

The abundant capacity of aluminum, which helped fuel the conflict overseas, needed a new purpose: Thus, the Phifer Aluminum Screen Company is born. The company weaves insect screening, which is marketed in the Southeastern United States. Sales are strong, and innovative

Phifer Incorporated

Weaving Excel With Innovati

BY GAIL GUTSCHE

product ideas are long. Initially employing six, Phifer has an ambitious goal to grow to 30. Today, the company employs 1,200 people at its home base in Tuscaloosa.

Approximately 400 of these men and women each have more than 20 years with Phifer.

The second and third generations of Phifers continue to run the business today. Beverly Phifer, daughter of Reese, served as president and is currently chief executive officer. Beverly became president of Phifer in 1984 at the age of 31 and was named CEO in 1992. Inducted into the Alabama Business Hall of Fame in 2016, Beverly’s leadership has helped garner the company numerous awards. Brother-in-law Brad Cork is the current president, overseeing all global operations.

The Philosophy Putting People First The recipe for success remains unchanged through the years—treat employees like family, include everyone who works there in problem-solving in order to exceed customer expectations, and celebrate successes together. To that end,

ADVERTISEMENT

llence ion Aerial view of the current Phifer plant in Tuscaloosa, AL.

Phifer offers numerous employee programs and incentives that go above and beyond standard benefits.

“Phifer promotes a culture of caring.

We put employees first,” says Terry.

“We offer excellent health care and pension plans, provide an on-site wellness center, and emphasize innovation and safety.”

Phifer C.A.R.E.S. is an employeeowned and driven program that stresses worksite safety through monthly meetings and regular report-outs. And it works. OSHA incidents have declined since its inception.

Phifer is a strong believer in Kaizen events and has held 600 of them to date. A Kaizen event focuses on rapid improvement of a particular process.

Phifer has successfully utilized them to address such issues as quality, cost, safety, efficiency, and time-saving measures. Team members huddle for up to a week to problem solve.

J. Reese Phifer at one of the company’s first looms.

“We take a cross-functional group of people, combine them with staff from

our CPI (Continuous Process Improvement) Department, and ask them to work together to find a solution,” explains Edwards. “One example: We wanted to institute new procedures to increase loom efficiency to 85 percent in one manufacturing area of the facility, so we held a Kaizen event to address the issue. Utilizing CPI tools and methodologies has transformed our company.”

Phifer has even courageously invited customers to participate in Kaizen events, a bold step yielding positive results.

“Job security is high,” says Deason.

“Our employee turnover is almost non-existent. Phifer is a family-owned company, so we can make strategic market decisions for the long term versus making short-term, radical decisions to prop up the balance sheet.”

In its 65-year history, not one employee has been laid off.

The People Dedicated. Hard-working. Committed.

A product is only as good as the people

ADVERTISEMENT

who stand behind it. At the Tuscaloosa plant, which operates 24/7 year-round, employees with thousands of years of combined experience work diligently, operating state-of-the-art looms that weave fabrics and screens, running machines that coat yarns with vinyl, and inspecting all fabrics for quality compliance.

Employees are cross-trained to perform all functions of the manufacturing process.

This breeds a spirit of teamwork, results in fewer mistakes and helps develop a deeper understanding of each step in the process and its relevance to the next step.

TV screens throughout the plant show how many units have been made on that shift and also report on the level of quality of the product.

Every day, every shift, each department sets goals and completes a report describing the outcomes. If a goal is unmet, the report explains why, and immediate corrections are made to ensure that the next shift successfully meets its goals.

“It is the culture of this company to build in accountability and invest in people, equipment and processes,” says Strickland.

The Company Experience. Expertise. Excellence.

“We value partnership with our customers,” says Strickland. “We channel business directly to our direct-buying customers, and they have continued to grow with us.

You can trust that, as a supplier, we’ll stand by our products. We’ll do right by you, and at a fair price. Customers value that loyalty.

That’s how we’ve succeeded.”

If a customer has an issue, Phifer employees often travel to the site to find a solution. Boasting the best service and quality in the industry, Phifer prides itself on deep relationships with its customer base and a superior understanding of the marketplace. As an added and mostly by-

gone bonus, when a customer calls Phifer, they are greeted by a human being, ready and eager to direct their call as necessary.

All customers, large or small, are treated in the same high regard: with respect, prompt attention and superior service.

The Products American made. American proud.

The Made-in-America product line has grown just as impressively as its staff in Tuscaloosa. Today, Phifer is the world’s largest manufacturer of aluminum and fiberglass insect screening and a global leader in sun control fabrics, designed fabrics, engineered products, and aluminum wire.

In an age when many companies are outsourcing and shipping jobs overseas, Phifer continues to excel and grow, utilizing American labor and products manufactured on home ground.

“We have survived and thrived because we do this better than any other company,” says Strickland. “We follow lean manufacturing methodology, take advantage of recycling and reuse options, and always put our customers first.”

That shiny silver lining on the inside of your potato chip bag? The metal wire clips that crimp the ends of a chub package of sausage? The soft woven seat of a favorite patio chair from Lowe’s or Home Depot? All of these products are made with a Phifer material.

“We’ve grown double digits in volume every year (except 2008) for 25 years,” says Deason. “During the challenging years of 2008–2010, we increased innovation and research and development so, when the market came back, we were positioned to make a big leap forward.”

That commitment to innovation and R&D during the lean times has paid off richly

ADVERTISEMENT

over the years. During the ’70s, Phifer capitalized on the first energy conservation wave and introduced SunScreen, its original solar screen woven fabric.

“Solar screen can save 50 percent of the energy used to cool the room,” explains Strickland. “Utility companies began to promote Phifer SunScreen® all over the country. They even offered rebates for homeowners who purchased the product.”

Employees inspecting SheerWeave fabric

Not long after, exterior sun control fabrics made the move indoors. Phifer customers started buying exterior screening products for use indoors. Interior designers followed suit, crafting interior shades that rolled up, a big benefit over stationary exterior products.

“Today, interior shading is much bigger than the exterior products,” says Strickland.

SheerWeave Simple. Elegant. Stylish.

The granddaddy of all interior woven Phifer sun control products is SheerWeave®. Available in 37 styles, with openness factors ranging from zero to 25 percent, and boasting a host of special features, it is Phifer’s premier product and a top seller.

And, of course, it comes with an interesting history, too. In 1980, Phifer was busy manufacturing Phifertex®, an outdoor fabric for furnishings, when a tour through the plant revealed significant waste from the process. Always the practical innovator, Reese Phifer decided to make something useful— and profitable—from the leftover yarn on the spools. Voila—SheerWeave! A star is born.

SheerWeave® Style 2390 P12 Oyster

As beautiful as it is practical, SheerWeave effectively reduces harsh glare, protects the view, and conserves energy,

all while making a fashion statement on any window. Available in neutral hues and textured warm, earthy tones, SheerWeave shades complement the decor of modern and traditionallystyled rooms, and pair perfectly with soft fabric window coverings.

As with Phifer’s entire line of sun control fabrics, SheerWeave is fungal- and bacteria-resistant, lead-free, independently certified for low chemical indoor air emissions during product usage, features TrackLess technology, and is available in PVCfree, recyclable, and 100 percent post-industrial waste options, along with its standard vinyl-coated products.

Available in basket weaves, decorative Jacquards, blackout, metallized, dual-sided twill weaves, and widths up to 126", SheerWeave is the go-to fabric for commercial projects, health care, hospitality, education, government, retail, and residential applications.

“There is a lot of growth opportunity in the residential market,” says Deason.

“SheerWeave is simple, it’s easy to maintain and easy to clean. Dualsided fabrics and inexpensive batterycontrolled motors are especially popular in this market.”

The future of Phifer is as bright as its past. A dedicated, knowledgeable workforce, innovative products, superior customer service, and a commitment to manufacturing in the USA assure customers of the highest quality sun control options in the world. That’s a Phifer guarantee.

INSPIRE design file

32 | wf-vision.com | Sept + Oct 2017

Do You Dream in Color ?

A few of the most colorful projects from the recent Decorating Den Dream Room competition.

Window Fashion Vision | 33

INSPIRE design file

After just one appointment Kathy McGroarty, CID, landed this new client, at the start of new home build in Wrightstown, PA. “She knew she wanted the whole house to be light, bright, and happy,” said McGroarty, “but also recognized she needed a professional to help her fully realize her vision.”

As studs turned into rooms and rooms turned into a house, the client wanted to make sure the guest quarters—which include a living/kitchenette room, a small little dining area, a bedroom with a full bath, and a set of “Jack & Jill” bedrooms with a shared bath—were warm and welcoming, while maintaining unique identities.

The “Jill” room features a vibrant palette of pink and orange in both a floral and a stripe, while the bed and wallcoverings were kept neutral to allow the color to take center stage. The splashy floral used for the traversing blackout draperies was brought into the room through custom accent pillows and a band added to the quilted coverlets. “The draperies needed a slim rod and a ceiling mount in order to fit in the limited space above the window molding,” said McGroarty, “while the stunning rug really pulls the whole room together, bringing the room from pretty to WOW!”

CREDITS PROFESSIONALS: Designer: Kathy McGroarty, Decorating Den Interiors, Lansdale, PA. Workrooms: Custom upholstered beds: Daneker Upholstery, Lansdale, PA. Window treatment: Anderson Fabrics, Blackduck, MN. Coverlet banding: Kay Kern, Walnutport, PA. Pillows/shams: Eastern Accents, Chicago, IL. Photographer: Richard Quindry Photography, Lansdale, PA. RESOURCES: Drapery fabric: Eastern Accents, Caroline in azalea.

Blackout lining: Supplied by Anderson Fabrics. Drapery hardware: United Supply, Select metal collection. Area rug: Trans Ocean, Rambling Rose in tivoli.

34 | wf-vision.com | Sept + Oct 2017

Designed for silence and simplicity Introducing the Sonesse® WireFree (Li-ion) RTS

Sonesse® 30 WireFree (Li-ion) RTS

Roller/Solar Shades

Sheer Horizontal

Roman/Woven Shades

Horizontal Blinds

Somfy powers simplicity with the newest addition to the Sonesse® family of quiet motor solutions. It features a built-in, rechargeable lithium-ion battery to minimize maintenance, and a powerful lifting capacity that allows you to motorize a wide range of shades and blinds... all without any wires!

C O MI N G SO O N !

To learn more, call 855-482-4662 or visit www.somfysystems.com/wfv

© Somfy Systems, Inc. 8/2017 IMAGES © Somfy SAS/arnauld childéric

INSPIRE design file

“Our client wanted to turn the guest bedroom in her downtown Atlanta condominium into dual-use space—home office as well as a place for guests when needed,” said Barbara Elliot. “She is a corporate banker that travels a lot and also often works from home. Beautiful yet functional were the keywords.”

A soft palette of gray and cream replaces the dark brown previously used on the walls. This is brightened with the addition of a lovely salmon, used in the art and accent pieces throughout the space, and drawn from the silk fabric used for the stationary panels, that fall in lush, extra-long folds to the carpet, and the box-pleated valance. Designed so the panels graze the edges of the window frame, to help make the somewhat squat window 36 | wf-vision.com | Sept + Oct 2017

seem more proportional to the space, the lush silk is detailed with a wide, raw-edge braided tape in gray that has a linen-like look.

The sofa sleeper in a charcoal gray chenille features accent pillows in a geometric that perfectly capture the room’s color theme. A large oversize ottoman in faux crocodile leather doubles as a table and a place for guests to sit.

CREDITS PROFESSIONALS: Designer: Barbara Elliot and Jennifer Ward Woods, Decorating Den Interiors, Stone Mountain, GA. Workroom: Finest Design Inc., Norcross, GA. Installer: Jon Kemmer. Photographer: Scott Johnson.

RESOURCES: Drapery fabric: Fabricut, Narpon in carol. Drapery trim: JF Fabrics, Harper in charcoal. Desk, desk chair, ottoman, sofa, and sofa pillows: Bernhardt.

Window Fashion Vision | 37

INSPIRE design file

“My clients wanted to create a TV lounge to be a contemporary and vivid counterpoint to the home’s traditional family-room decor,” said Barbara Tabak. “Since the room is very small, it was imperative that the brighter colors they wanted to incorporate into the space be applied judiciously, so not to seem so out of place with the muted tones seen nearby.”

Tabak chose a soft neutral gray for the walls and small-scale sectional sofa, then scattered the vivid colors the clients wanted throughout the room in the accessories and, most strikingly, on the window treatment—an upholstered cornice in a dramatic, contemporary design.

“The cornice is divided into three sections that were upholstered with vivid fuchsia, lime green, and plum linen fabrics and outlined with lime green piping for a contemporary, tailored look,” she explained.

38 | wf-vision.com | Sept + Oct 2017

The window seat was fitted with a gray-colored cushion and accessorized with pillows

CREDITS

that harmonize with the cornice. “In the end, the cornice added just the right amount of eye-

PROFESSIONALS: Designer: Barbara Tabak, Decorating Den Interiors, Harrisburg, PA. Workroom: Susan Rowe Workroom, Harrisburg, PA. Installer: Larry Wingard, Wingard Service Company, Harrisburg, PA. Photographer: Photography by Dimitri, Dimitri Ganas, Gettysburg, PA.

popping color to the room,� said Tabak.

RESOURCES: Cornice and pillow fabrics: Kasmir, Belquque in fern, violet, and fuchsia. Window seat cushion fabric: Taylor King, Gabriel in sorrell.

Window Fashion Vision | 39

INSPIRE design file

A “plain vanilla” guest bedroom was transformed into an “overthe-top” nursery that is both gender-neutral and sophisticated enough to transition to a child’s and even a teen’s bedroom. “Based on a love of animal prints and the color ‘Tiffany Blue”—those two elements served as the starting point for this redesign,” explained Jan Bromberek.

A graphic zebra-print wallpaper is used on the ceiling, while variations of the zebra pattern repeat on the rug, on the side chair, in decorations, and, of course, on the upholstered cornice. Installed over the existing horizontal blinds, and accented with inset panels of the room’s signature blue, the cornice adds height to the window, 40 | wf-vision.com | Sept + Oct 2017

raising the eye toward the ceiling to further emphasize the graphic drama. The scale of the cornice is balanced by a deep crown-molding shelf added to the crib wall and painted black as a display for stuffed animals and additional accessories.

The white crib features upholstered crib ends and inside back in lieu of bumper pads. Bromberek specified a wavy blue and white stripe that visually references, but does not compete with, the zebra print. A hand-painted toy chest is repurposed from the client’s hope chest while a child-size upholstered chair is a perfect place to listen to a bedtime story.

Black chalkboard paint on the focal wall helps tone down the “decorated” feel, and is useful for playtime. The crib can be converted to a twin bed, with the upholstered back easily repurposed for a headboard. The client looks forward to many nights of babysitting her grandchildren.

Window Fashion Vision | 41

INSPIRE design file

CREDITS PROFESSIONALS: Designer: Jan Bromberek, Decorating Den Interiors, Plainfield, IL. Workroom: Mike’s Fine Upholstery, Alsip, IL. Installer: Tariq Momal, Momal Draperies, Bolingbrook, IL. Photographer: Norman Sizemore, Plainfield, IL. Model: Andrew Pieper, Plainfield, IL. RESOURCES: Ceiling wallpaper: York Wallcovering, Zebra Skin, KD1798. Cornice fabric: Kasmir Fabrics, Tara in jet and Trend Fabrics, 02900 in aqua. Cornice trim: Duralee Fabrics, 2042 in black. Cornice fringe: Kasmir Fabric, Z1292 in black. Wood blinds: Hunter Douglas, Reflections, 867. Rug: Surya, LPF‐8001 RD. Chair: Zebra Animal Print, Steinworld.

Paint: Benjamin Moore, Pool Blue and Twilight.

42 | wf-vision.com | Sept + Oct 2017

WCAA_20170614_HalfPageAdVertical copy.pdf

1

6/14/17

9:54 PM

get

D e i f I t cER 7!

in 201

• BUSINESS SPECIALIST • DESIGN SPECIALIST • WORKROOM SPECIALIST

C

M

FASTRACK CERTIFICATION COACHING SESSIONS ARE STARTING SOON! wf-vision.com/education-opportunities

Y

CM

MY

CY

CMY

K

Questions?

Contact WFCP:

651.756.8937

wfcp@wf-vision.com

it’s simple math

YOU

+ wfCP =SUCCESS

The Great Reset INSPIRE on our radar

For creators, consumers, and corporations, the beginning of 2018 will be a year of monumental shifts set to impact design, retail, and industry practices. This shift has been dubbed “The Great Reset” by international trend authority WGSN and it was the theme of several lifestyle vignettes at the Atlanta International Gift and Home Furnishings Market, which took place July 11–18, 2017.

“Future consumers will expect products with purpose, immersive environments in the home and in stores, and the freedom to be, do, and buy when and where they please,” states the report.

The agency sees 2018 as the year that will begin to redefine how we live, design, and do business.

The overall trend is divided into four themes: Design Matters, Earthed, Nocturne, and Infused.

AmericasMart management, who produce the Atlanta show, selected six “digital influencers” to create vignettes based on these themes— Brittany Hayes, Victoria de la Cámara, Vicki Gladle Bolick, Kristin Jackson, Mandy Kellogg Rye, and Gen Sohr. While each theme has its own color palette and core elements, all were connected through certain long-term shifts:

age, gender, body image, and ethnicity. In a future where people can be whoever they want, old demographics will become obsolete, replaced by more fluid ones.

• A new industrial revolution is underway; driven by consumer demand for corporate accountability, sustainability will no longer be a buzz word, but an expected practice, energized by small steps that can make a large impact.

• Technology will be the great unifier, allowing for the formation of global-use tribes, driving borderless micro-economies, establishing refugee safe zones, and allowing greater • The speed of technology is erasing traditionhouse-to-human connection. Innovating al identifiers, allowing people to redefine materials infused with human ingenuity.

44 | wf-vision.com | Sept + Oct 2017

Nocturne

Celebrating the beauty of darkness, this trend indulges in a moody, luxurious feel. Key elements include precious metals and gemstones along with faceted designs that reflect light, giving interiors a shimmering quality. Vignette by Brittany Hayes, Addison’s Wonderland.

The color palette features lapis, oxblood, viridian, and pewter, with accents of lilac, citrine, tourmaline pink, and wine. Core colors of ecru, limestone, navy, and black ground the palette and offset the key tinted shades. Dark Glamour: Moments of airy luxury are punctuated with twinkles of sequins, foil, and satin. Key patterns for this theme include dark ombrĂŠs, opulent and/or deconstructed florals, mineral faceting, and high contrast geometrics. Also look for nightscapes ranging from urban cityscapes to outer space.

Nocturne

Gleaming metallics, lush velvet, darkly glimmering surfaces, and dramatic art are some of the key materials for this Nocturne vignette designed by Kristin Jackson, Hunted Interior.

Mysterious Grandeur: The glam elements of Nocturne translate into shimmering decor and furnishings that dress up a room. Precious materials and metallic finishes work well with the dark settings, and surface embellishments are tonal, artful, and opulent.• Smooth Gleam: The opulent aspect of Nocturne can also be worked in modern, linear, and luxurious designs. Smooth lines define products. Metals, both natural and colored, are key in bringing this contemporary luxury look to interiors. High shine and softly brushed finishes highlight the minimal contours and streamlined volumes are devoid of ornament.

Window Fashion Vision | 45

INSPIRE on our radar

• Design will be less about designing things and more about designing systems and experiences.

Design-to-order will be the new order, increasing customer creativity and decreasing unnecessary production. When goods are produced, they’ll be designed for the greater good and sustainability will be come more sophisticated.

We’ll purchase beautiful, conscious products for life, not just for labels.

Infusion

Based on the interplay between the real and the virtual, between restraint and opulence, and past and modern, Infusion forges a new classic style for the digital age. Vignette by Gen Sohr, Pencil & Paper Co. Atomized Space: Open plan, the lifestyle trend that has shaped homes for years, is gradually being replaced by atomized spaces—think nooks, crannies, partitions, and screens that enable a dynamic collection of spaces and activities. The way people live is changing, with more people

• As the tech-connected home finally gets a heart, with the emergence of more intuitive and human-centered innovation, the desire for nesting will be intensified. Everyday spaces and

46 | wf-vision.com | Sept + Oct 2017

increasingly working from home or in shared environments. Accordingly there is a growing expectation for spaces that can support many different activities—whether it’s working from the sofa, socializing in the kitchen, or cooking in the garden.

Earthed

Explores the growing need to reconnect with nature and experience it first-hand in an authentic, almost visceral way. The physicality of objects, materials and even colors are drawn from wild surrounding and mimic their surfaces, textures and patterns. Warmth and tactility are key. Vignette left, by Mandy Kellogg Rye, Waiting on Martha; vignette far left by Victoria de la Cámara, Rue. Tactile Warmth: Learning to trust what our fingers tell us becomes as important, if not more so, than trusting what a product’s packaging or branding says. Wood, leather, textiles, and clay bring a rich warmth to interiors, while technology becomes less hard and more naturally, seamlessly integrated into daily life. • All Natural: Natural materials, ingredients, and textures will shape product design and lifestyle choices as consumers increasingly expect items to be as real and earthed as the experiences they choose. Field-to-plate will drive restaurants and dining, as they dig more deeply into the concept of terroir—or the taste of a specific environment.

The same concept will drive design and interiors.

Field-to-home will emphasize natural dyes, handmade items, and real craft processes.

Window Fashion Vision | 47

INSPIRE on our radar

Design Matters Intelligent design and sustainability are at the heart of Design Matters. It’s where craft meets technology. Sustainability becomes more sophisticated as design elevates waste materials into refined new forms, as consumers become more conscious of environmental and ethical issues. Vignette design by Vicki Gladle Bolick, The Ace of Space.

Clean Design: Research in functionality and sustainability today is increasingly paired with clean, linear, and tactile design. Upcycled and modular products move on from the artisanal aesthetic toward curated and refined pieces, free of unnecessary details. • Adaptable Spaces: With space at a premium, adaptable design is a priority. Living units

products will have warm tactile qualities. Sleep will be increasingly viewed as a resource. Celebrated for its place of wonder within the home and moments of solitude will be embraced and sought after rather than avoided.

are designed to open into various configurations, depending on the need of the moment. And adaptable in location as well. • Softened Industrial: There’s a warm side to the industrial trend, as designers continue to explore softness and tactility, surfaces are worked to give a supple appearance. Embedded technology is also key, enabling plastic to look like 3D knits thanks to deep-texture injections. • Design Essentials:

• New technologies allow us to view our planet like never before.

Ranging from micro to macro viewpoints, our new earth perspectives will challenge our existing relationship with nature. Resetting the fierce desire to protect and reconnect with the world we live in, working with it as it becomes a recognized part of the design process.

Product design become more important for utilitarian objects, while everyday basics come in streamlined batches that auto-replenish. These will be appraised with expectations of performance, sustainability, and aesthetics.

• The lack of economic trust, the rise of mobile connectivity, and a conscious consumer demand for business transparency is changing the value proposition, both the purpose of an item and the monetary worth of it. The new value system will be based more on ethics, product life cycles, and emotional, not financial gain.zz 48 | wf-vision.com | Sept + Oct 2017

DecoraSafe

(patent pending)

The Solution to Child Strangulation

DecoraSafe MaxxmarĘźs revolutionary DecoraSafe Child Safety System makes your homes, offices, schools, hospitals and any other environment safe by protecting your children from the danger of strangulation by chain and cord loops on window coverings.

patent pending

patent pending

Every year many children die due to strangulation by cords and chains on window covering products as reported

by Health Canada and the Consumer Federation of America. For all the details and statistical data please visit following websites: http://consumerfed.org/press_release/f our-children-killed-window-coveringcords-last-six-weeks/ http://news.gc.ca/web/articleen.do?nid=1145389 Why continue to buy the same kind of exposed cord/chain loop shades putting your children at risk of strangulation (as reported by Health Canada and the Consumer Federation of America) when you can buy a patent pending solution from Maxxmar that eliminates this strangulation risk.

Please call Maxxmar at 1-866-916-6299 for more information on this revolutionary system.

X X

Celebrate GoodTimes INSPIRE on our radar

Dunn-Edwards Paints released its 2018 color and design trends, featuring five color palettes based on celebrations. “Trends are inspired by so many sources,” said the company’s color expert Sara McLean, “from finding happiness in the little things, rebellion and shock values, individuality, adventure, and one-of-a-kind experiences. Even the increasing infusion of technology influences trends. All these provide a wealth of experience for creating a storied, well-lived life that deserves to be celebrated.”

Memories

A return to the classics, including the 1940s French fashion chic, Art Deco, Art Nouveau, and a modern twist to Baroque styling, as well as hints of 1920s Asian, British Colonial, and African influences.

Romantic in spirit, this design-oriented theme features rich, highly stylized design that is luxurious, feminine, and absolutely uncompromising in taste.

Mixed Materials: Applying both handcrafted fabrication and artistic design, wood and metal surfaces are more refined. Details include wooden beads, polychrome marquetry, sculpted shapes, embossed and engraved surfaces. Metal effects include shiny brass, soft-hammered metals, and lacquered metals. • Refined Elegance: Surfaces and products are enriched with precious finishes, such as inlaid mother-of-pearl, rhinestones, fine beading and precious stones, cut crystal, and metallic studs, either as details or all-over motifs. • Edgy Romance: Floral motifs such as lush/oversize tulips, hydrangea, peonies, roses; large-scale damasks; tiny latticework; bees, dragonflies, birds, paisleys, and even skulls decorate dense prints. Fabrics include velvets, jacquards, brocades and tapestries.

Jewelry-inspired details include leather and lace, semi-precious stones in rough/natural finishes, pearls, chains, charms, and ribbons.

50 | wf-vision.com | Sept + Oct 2017

The colors are chic, sophisticated, romantic, and precious. There is both a Baroque influence with gemstone influences and a floral, sensual mood; but there is always a folkloric feel with dramatic and rich dark hues contrasting with playful tones—bluegreens, lacquer red, dark brown wood hues, and a bronzed caramel, lightened with touches of grayish pink and gold.

Window Fashion Vision | 51

INSPIRE on our radar

Natural Wonders

Inspired by nature and innovation, this trend celebrates health, renewal, well-being, and a dedication to unique experiences.

New Botanica: Consumers are looking for new ways to eat, grow, and live with a focus on the essential simplicities. A back-to-basics to focus on well-being without giving up modern comforts of city life. • Craftsman Legacy: A dedication to materials reinvented for recycled content. There is an infusion of unusual products—from milk and rice waste, to construction materials, to cereal bran, all of which contribute to slight irregularities, unique textures, and uneven lines. • Color Palette: Sun-drenched and light-infused rich, natural range of warm neutrals ground the palette accented with springtime greens and seaside influences of corals and aquatic blues. Some of the earthier colors have a heathered or matte finish.

52 | wf-vision.com | Sept + Oct 2017

Custom Printed Shades COMMERCIAL • HIGH-END RESIDENTIAL • HOSPITALITY • MORE

Imagine the possibilities!

Bring a whole new stream of profitability to your window treatment business Solar, blackout, and decorative fabrics • Outdoor patio shades Hospitality industry specialty patterns and dual shades Make the most of available advertising space and signage restrictions Retail store printed shades command attention, work with window graphics, and protect valuable merchandise.

Perfectly personalized one-of-a-kind residential shades Add signage to walk-up and drive-through windows after hours

PHOTOS • CUSTOM PATTERNS • ARTWORK • LOGOS • SIGNAGE • LIFESTYLE AND BRANDING

Let Insolroll decrease your supplier stress 5 day lead time- 10 days contract orders LARGE fabric inventory- 361 SKUs in stock 3 shade programs- Interior/Exterior/Decorative WIDE width fabrics- Over 65% of fabric over 108” BEST customer service support- Call us and see!

637 S. Pierce Ave., Louisville, CO 80027 tel 800.447.5534

www. i n s o l ro l l .co m

INSPIRE on our radar

Childhood Joys

A traditional story of comfort and routine that allows the child in each of us to be free to dream of other worlds with rainbows, laughter, fun, and games. Create your own fairytale and celebrate the simple joys in life!

ScandiSmart: Inspired by the simplicity of Scandinavian design, both the high-tech and the natural versions, this fun, cute lifestyle focuses on design that serves the user without losing its soft or amusing side. The goal is to make everyday life better and easier with new ways to get together, work, move around, and live with colleagues, family, and friends. Smart, chic, and cool— think Bauhaus spirit with a refreshed take on mid-century modernist style. • A Soft Touch: Look for balloon plump shapes and rubbery surfaces that create comfy and welcoming effects. Mellow satin or coated matte materials fill friendly spaces with dazzling, cheery, graphic, sporty color and design. • Color Palette: Chic, sophisticated basics and classics of navy, burgundy, gray, beige with near-primaries—blue, green, and orange in satin or matte finishes. The result is a fun, fresh, pleasant range of color designed to brighten the day.

54 | wf-vision.com | Sept + Oct 2017

elegant shutters

by elegant windows

Comprehensive Training Program Monthly in all Major Markets.

broadleaf

elegantshutters.com

TY

E WARR AN TIM FE

Great Products

|L I

Great Company

Best warranty in the industry

Consumer Assurance Guarantee

|

Hidden Tilt Free Option

|

|N O

ESTIONS A SK QU ED

chelsea wood ™

poly

To the Trade only

Great People

888-615-0642

Elegant Shutters, 3709 East Randol Mill, Suite 200, Arlington, Texas 76011, 888-615-0642, elegantshutters.com

INSPIRE on our radar

Adventures Through myths, lore, and legends

we capture the historical narratives of cultures and people throughout the world. Celebrate adventure and explore the new worlds that beckon!

Tribal Spirits: Exceptional journeys to faraway and imaginary lands filled with extraordinary sights and sounds inspire decor. Exoticism of undetermined origin creates its own form of bohemian magic, juxtaposing tradition with modernity. The results are dreamlike—hypnotic, obsessive, and deeply personal. • Maximalism: Design professionals break free from years of restraint to pursue more complicated and layered designs.

Craftsmanship is more extravagant and luxury appears almost mystical, favoring spectacular aesthetics and experiences. • Color Palette: Remnants of a nighttime sky in shady, murky hues contrast with warm, cozy colors of curry, rust, and deep brown.

Multicolored

harmonies

feature

deep, lush, extravagant colors brightened by gilding and mother-of-pearl.

56 | wf-vision.com | Sept + Oct 2017

Q : I’m an interior designer and noticed more customers are interested in smart homes.

I want to learn more about integrating window covering motorization, but how can I get started?

Have a question?

Send an email to asksomfy@gmail.com

A:

As the smart home market continues to grow, adding motorized shading is a great way to keep on top of the trend. Users can even control Somfy-powered shades from their smartphone or tablet with the myLink™ app. If you want to learn about motorization, Somfy offers plenty of opportunities including trainings, video tutorials, brochures, and technical information.

Best of all, while you learn about motorization you can even become a Somfy Expert in the process! Step one of our Expert certification process is a detailed e-learning module that will teach you about motorization and the different types of Somfy motors. For step two, you just need to submit proof of Somfy motor sales. And for the final step, you’ll be able to create a Dealer Webpage on our Dealer Locator, where our digital marketing efforts are leading an increasing number of consumers.

Your Dealer Webpage will help consumers find your business and provide profitable leads.

Somfy Experts enjoy a variety of benefits including training, support, product samples, access to our library of marketing assets, social media promotion, and more. Now is the perfect time to hop on the smart home trend and offer the comfort, convenience, and energy saving benefits of motorized window coverings to your clients!

Q : My customer has eight motorized shades and wants to add more, but she only has a five channel remote. Is it possible to control all the shades from one device?

A:

Yes, it’s possible with our Telis 16 RTS remote. This 16 channel remote control features an on-screen display for easy navigation and offers the convenience of adjusting window coverings in multiple areas throughout the home.

However, your customer might not be unlocking the full potential of her Telis 4 RTS remote! Each channel on her remote can operate either an individual motorized product or a group of motorized products. Even though her remote only has five channels, utilizing groupings can be a great way to simplify control. For instance, if she always opens all her bedroom shades together, or closes all her living room shades at the same time, those can be grouped together as one channel. So it’s possible that, using groups, her existing five channel remote could be a great option for controlling all her motorized shades.

Q : The home I’m working in right now is very large, has a full home automation system, and they want to motorize most of their shades. They’ve identified at least 50 windows to start! Can you help?

A:

Somfy has a host of integration options for popular third-party home automation systems, regardless of brand or technology. With a project of this size, the Somfy Connect™ Universal Automation Interface (UAI) Plus will be your best solution using Somfy Digital Network™ (SDN) motors. This integration option allows you to commission and integrate SDN motorized window coverings over IP. It can control up to 250 motors or groups of motors, which would be perfect for your project. It’s now easier than ever to incorporate motorized window coverings into projects through drivers for Crestron®, Control4™ and Savant, or to even build custom programming using the Somfy Synergy™ API. But don’t worry if you need help with your project, Somfy is here for you. Our project services team can provide support from the initial design phase all the way to project completion! For more information, contact us at 800 647-6639.

INSPIRE on our radar

The Stars

Fantasy experiences increase with the use of virtual and augmented realities, allowing anyone who’s plugged in to celebrate the stars. Life experienced through dreams and imagination creates its own unnatural nature.

Fantasia: Inspired by the hyper-innovator who has a need to explore the great world’s beyond, imagining that we are not alone, designs hint at the paranormal, the nocturnal, and life’s mysteries.

• Pop Life: Staged and spectacular, attracted by bling; looks are inspired by pop-star inspirations. There’s a desire for excess—nothing is too showy or colorful. Dazed & Amused: • Think hypnotic effects with an endless repeat of motifs, lines, and play on depth perception. Anodized reflections, smoked mercury glass, wet shine materials, and vivid nightclub and neon lighting all play a role. • Color Palette: Inspired by the exotic and unnatural natural world of fantasy, pastels are layered with lacquer and glow. Technological color creates layers of gloss and bling, while street art influences add graphic shock, with pops of rose, hot pink, and dark blue. Pull out combinations of neutrals paired with intense, deep colors.

58 | wf-vision.com | Sept + Oct 2017

IWS

Don’t settle for a struggling supplier.

Visit illinoisshade.com today

Illinois Window Shade Company

Manufacturing Custom Shade Systems Since 1905

Architecturally Designed with Architects In Mind®

Integration

Simple integration with 3rd party platforms, home automation and lighting systems

Power + Controls

AC/DC/Rechargeable Battery | Networked/RF/Wired | SurfaceMount Switch | Mobile App

Scalable Solutions

Our innovative designs and quality craftsmanship allow for BIG shades and expansive systems

PowerMove

TM

Motorized Shade Systems by IWS

Supplying our dealers in all 50 states

Project: Liberty Center, Liberty Township, OH Product: PowerMoveTM Motorized Roller Shades with Phifer SheerWeave® SW2500 (1%) Oyster/Pearl Gray System: Wired (Intelligent Network) Photography by: Illinois Window Shade Company. Copyright 2017.

IWS is a proud partner of Phifer, Inc. Made in the USA.

Contract Support

CAD Design | Electrical Drawings |Technical Support | Project Management Support | Private label manufacturing Illinois Window Shade Company 773-743-6025 |illinoisshade.com

Aging Eye INSPIRE on our radar

The

Some deny it. Some dread it. Far fewer embrace it.

But, no matter how you feel about aging, getting older is inevitable.

by Kate Smith

I have no doubt that I can happily live with a less than youthful appear-

low type,” wrote Marilyn E. Schneck, PhD, and colleagues of The Smith-

ance. What might not be so easy for me to accept is a loss in my ability

Kettlewell Eye Research Institute, San Francisco, CA, in their 2014 study.

to clearly see colors, but that too may be inevitable. A 2014 study published in the journal Optometry and Vision Science shows that the risk of

Although color-vision abnormalities were uncommon in people younger

abnormal color vision increases as people age, with the most significant

than 70, color-vision problems in the blue-yellow spectrum affected 45

changes starting at around age 70.

percent of people in their mid-70s, and that proportion rose to twothirds by the time people reached their mid-90s. Few people had prob-

Color Vision and the Aging Population

lems with the red-green spectrum.

More commonly, as we age, the natural deterioration of the eye is referred to as Color Vision Deficiency. While the hue and saturation of a

Nearly 80 percent of the abnormalities involved confusion of the lighter

color may vary for those with this deficiency, lightness and brightness

(pastel) shades of blue versus purple and yellow versus green and yel-

remain normal.

low-green. Blue and green become more difficult to tell apart than red, yellow, and orange, which Schneck attributes largely to the yellowing

A 2011 study in The Journal of Gerontology on color vision and the aging

of the lens. These “blue-yellow” errors are distinct from the “red-green”

eye demonstrated which particular qualities of color are more difficult

errors observed in people with inherited color blindness.

for seniors to see. The study measured the “losses of color vision in the dimensions of hue, saturation, and brightness.” The study demonstrated

The report covers factors that may contribute to changes in color vision

a “loss of discrimination of saturation beginning at age 50, with rapid

with aging, and to blue-yellow defects in particular. These may include

change noted after age 60. Similar findings were seen for hue but were

reduced pupil size, admitting less light into the eye; increased yellowing

not evident for brightness.” The participating scientists concluded with

of the lens inside the eye; and changes in the sensitivity of the vision

the hope that this “information will provide a basis for planning safer,

pathways. All of these are known changes with age to the human eye.

more functional environments for elderly people.”

Increased rates of eye diseases are another potentially important contrib“We find the color discrimination declines with age and that the ma-

utor. Schneck and coauthors add, “The most common age-related eye

jority of color defects among the older population are of the blue-yel-

diseases (glaucoma, age-related macular degeneration, and diabetic eye

60 | wf-vision.com | Sept + Oct 2017

The thickening and yellowing of the lens as we age alters the way color is perceived. Many elderly experience a reduction in contrast perception ability, resulting in difficulty differentiating between subtle changes in environment, such as between carpets and steps. Another effect is the reduction in perceived saturation or color vibrancy, so, for example, reds begin to look like pinks, as well as the “blue-yellow” errors that make it difficult to distinguish blues and greens. Image courtesy of C. Cunningham, R. Pollock, and B. McGuire, Light and Lighting Design for People with Dementia, copyright 2011.

disease) all produce blue-yellow color vision anomalies, at least in the pre-

ry causes of age-related color-vision issues, more subtle changes in our

clinical or early stages.”

vision and eye structures also take place as we grow older. For example, as we age, muscles that control our pupil size and reaction to light lose

The Aging U.S.

some strength. This causes the pupil to become smaller and less respon-

The human eye can distinguish more than 10 million colors. Given that

sive to changes in ambient lighting.

the U.S. population reached a milestone in November 2016, with more than 50 million people aged 65 and older, the effect of aging on color is

Because of these changes, people in their 60s need three times more

of significant market interest.

ambient light for comfortable reading than those in their 20s. “If you took a healthy young person and dimmed the lights enough, they

A few key facts about the aging U.S. population:

would start producing the same blue-green errors as an older per-

• The number of Americans ages 65 and older is projected to more

son does under bright light,” said Schneck in an interview in Sherwin-

than double from 46 million today to over 98 million by 2060, and

Williams’ Stir newsletter.

the 65-and-older age group’s share of the total population will rise to nearly 24 percent from 15 percent.

Color and the Aging Eye This need for greater light reaching the eye can be addressed through ap-

• More than one-fourth (27 percent) of women ages 65 to 74 lived alone

propriate lighting, considering not only the fixtures and their placement,

in 2014, and this share jumps to 42 percent among women ages 75 to

but the bulbs as well. Specify installations that render colors cleanly and

84, and to 56 percent among women ages 85 and older.

provide ample sources of light without casting strong shadows.

• The aging of the baby boom generation could fuel a 75 percent in-

In terms of specifying color, consider brighter colors, which bounce more

crease in the number of Americans ages 65 and older requiring nursing

wavelengths of light back to the eye than duller colors. Cells in the retina

home care, to about 2.3 million in 2030 from 1.3 million in 2010.

that are responsible for normal color vision decline in sensitivity as we age, causing colors to become less saturated and the contrast between

How Aging Affects Eye Structure

different colors to be less noticeable. In particular, blue colors may ap-

While glaucoma and cataracts are frequently considered to be the prima-

pear faded or “washed out.” This is the “blue-yellow” error referred to in Window Fashion Vision | 61

INSPIRE on our radar the report authored by Schneck.

While there is no treatment for this normal, age-related loss of color perception, it’s important to be aware of this loss, especially if your profession (e.g., designer, workroom, etc.) requires fine color discrimination.

Another

specific

color

issue

Schneck covered included the fact that pastels that look distinct to a young person can look very similar to an older person. “If they were to give the color arrangement test to older people, young interior designers might be quite surprised by the errors their test subjects make,” said Schneck. For example, confusing

reddish-orange

with

blues. To help counteract this, use rich, saturated colors whenever possible. If using pastels, avoid going from one to another, particularly when demarcating transitions such as stairs, or floors and countertops. Contrast via alternating light and dark hues is especially important for these surfaces to aid in depth perception.

The “blue-yellow” shift in older eyes also means that blues that are dark to begin with appear even darker to an older audience. “Old-

The isle of Burano, in Venice, is considered to be one of the world’s most colorful locations, with brilliantly painted homes in a range of striking hues. But an inevitable effect of aging is to reduce the intensity and contrast of colors as we see them.

er people can still see blue and call things blue, but it’s darkened considerably,” said Schneck. She has done testing in various elderly environments and finds that many are invariably found to be too dim, especially private homes. “Given the smaller pupils and the yellowing of the eye lenses, it’s visually as if they’re wearing sunglasses in the house,” she added. Another reason to consider increased and improved lighting for elderly clients.

There are challenges to designing welcoming spaces that compensate for reduced color perception and I expect to see more well-thought-out projects that address this issue in the future—sooner or later we’ll all

z need it! z

62 | wf-vision.com | Sept + Oct 2017

Kate Smith is the color expert behind Sensational Color. She's an optimistic, expressive, artist, designer, writer and color fanatic. Her tag line is Color Explained ™ because selecting the right color every time does not need to be complicated. sensationalcolor.com Facebook: sensationalcolor Pinterest: colorexpert Twitter: @colorexpert

“What is an award?

What is an award? Is it simply a trophy to set on a shelf collecting dust? Is it a badge for bragging rights to show off to others? Or is it a way to set yourself apart from others and claim a higher level? I suppose it can be all of those things but for me it means something totally different. I can sum up what winning the 2017 WF Vision Workroom Competition Award meant to me in one word: validation.

Throughout my 24-year career, I have committed myself to continued education and setting the highest standards for fabrication and customer service. I am blessed to have a thriving and successful business however a small piece was missing. Validation. The moment I walked across the stage to receive the Vision Workroom Competition award, that small piece fell into place. There is no higher honor than to be judged by your peers and found worthy. I am humbled and honored to have received this award, and will go forward in my career with a confidence that hope makes me a better business owner as well as an even better fabricator!

–Tracy Windley

All winners will receive VIP passes to the IWCE VISION18 exhibition held in Tampa, FL, and be honored and recognized at the VISION Design & Workroom Competition Award Gala.

Additionally, all winners will be interviewed and featured in our internationally circulated magazine and potentially featured on our social channels.

Our Awards of Excellence winners, Designer and Workroom of the Year, will receive a full design pass to the exhibition, as well as $1,000 scholarship to use for classes and seminars at the following year’s IWCE conference and/ or for WFCP certification.

The deadline for submission is October 14. Don’t wait, submit your projects today!

Sponsored by

IWCE-VISION.COM

N AVIGATE YOUR FUTURE with IWCE-VISION

Stars in Their Own Right INSPIRE on our radar

It’s a little known fact that it takes a Herculean effort to produce a trimmings collection. From concept, choosing yarns and color combinations, engineering and fabricating with multiple modifications to final sample approvals, a collection can take six months to two years to launch.

Like their fabric counterpart, trimmings collections debut in the fall and spring each year, usually to less fanfare, although they can be the supertools of a designer and fabricator. After seeing these stunning fall launches, I think you’ll agree that these trimmings may take center stage. zz

by Jana Platina Phipps

64 | wf-vision.com | Sept + Oct 2017

Modern Metallics

I can imagine couturiers falling for these home decor trimmings that are an exquisite mix of hand and machine utilizing feathers, sequins, beads, and metallic embroidery.

LEFT: Dominique feather trim in patina and Solange beaded tape in graphite from Hill Brown. • OPPOSITE PAGE: Beadworks Alloy from Stroheim’s Metallurgy theme in it’s Leading Edge collection. • BELOW: Robert Allen Design has a couture take on the naturals, Hannah Alderson, design and merchandising director, explains. “The palette of Gilded Color—tea, patina, and brass—is heavily inspired by the Metropolitan Museum of Art’s Manus x Machina exhibit. From the organic pleated shimmer of Fortuny dresses, to the voluptuous glamour of a creamy Karl Lagerfeld Renaissance wedding gown, moments of airy luxury were punctuated with twinkles of sequins, foil, and satin.”

Window Fashion Vision | 65

INSPIRE on our radar

Graphic Impact

From cowhide to extra-wide embroideries, these graphic stunners make a modern statement.

CLOCKWISE FROM TOP RIGHT: According to Lisa Wilkie, the director of trimmings and drapery hardware at Kravet, the company’s new leather trim collection took cues from patchwork. “We mixed cowhide, textured leathers, and suede in neutral gray tones, indigos, and warmer spicy browns.” • At Clarence House, the director of design, Katie Matushak, said: “After a long period of rooms filled with plains and textures there is a movement back towards pattern, mixed patterns, and florals.

People are becoming more comfortable in mixing it up. In decor, this new, modern approach to pattern can be seen in the pages of Cabana magazine.” Shown here is South Hampton, the 4.25"-wide embroidered tape from Hill Brown, a division of Clarence House. • In the newest collection by Houlès, Julien Djadane, the executive vice president, notes that “Greek key-inspired designs continue to trend alongside the usage of very large tapes on the edge, or at the top of draperies.” The company’s Greco tapes are largescale fret embroideries, available as a 3.15" or 6.3" band.

66 | wf-vision.com | Sept + Oct 2017

Window Fashion Vision | 67

INSPIRE on our radar

68 | wf-vision.com | Sept + Oct 2017

Casual Elegance

Matte, textural fibers combine with sophisticated yarns for refinement.

CLOCKWISE FROM FAR LEFT: At Stroheim, Sharon Cash, the director of trimmings, sees naturals ranging “from casual and beachy to precious and luxurious.” New colors nod to natural hues like lavender, plum, and cornflower. Their Leading Edge (wide tape) collection has four themes: Tactility, Reflections, Metallurgy, and Virtuoso. Shown are Sailwing Whisper and Zhenya Thistle. • Melanie Cosby, owner and creative director of Fringe Market, sees denim as an ideal natural—timeless and here to stay.

Her trending palette has a vintage feel, including port wine, deep navy, blush, and muted lime green. • Paula Queen of Pyar & Co. worked with Trellis Home to create trimmings with cues from nature’s palette. And, you can choose to order it as tape only, tape with fringe, or fringe only. • Weaver Stephanie Seal Brown, a 2017 NYCxDesign Award Honoree for her woven linen tape trim, sees “simple ornamentation with fresh, optimistic pops of color” trending. Here, in a nod to the wonderfully exuberant and forward-thinking Dorothy Draper, a bold fresh green and black palette are softened in the weave and texture of natural linen. • Leyla Gans, the creative director at Classical Elements, was influenced by the work of fiber artist Sheila Hicks when she designed their new showroom in Textile Tower in High Point. “I looked to her use of earthy fibers combined with beautiful pops of colors.”

Gans created a “tassel fringe chandelier” to be an artful display centerpiece in the showroom, but ended up taking special orders on it when the clients reacted in delight. No doubt a tassel fringe is sure to follow.

Jana Platina Phipps is well known as a trimmings designer with a refined vision for the use of trims in home furnishings, fashion, and luxury DIY. Affectionately called Trim Queen by her clients, she adopted the moniker and launched her blog “Trim Queen Chronicles” in 2013, and now shares inspiration of modern embellishment and creativity daily via her social media channels.

TrimQueen.com Instagram: TrimQueen Pinterest: TrimQueen Twitter: @TrimQueen Facebook: TrimQueen Window Fashion Vision | 69

Product Showcase ONA DRAPERY Hardware

ORION ORNAMENTAL IRON, INC.

Ona Drapery Hardware Company is your source for custom made drapery hardware.

From contemporary to traditional, we offer an extensive selection of styles and finishes.

We manufacture every rod set to order using only premium heavy gauge steel, wrought iron, crystal and more. Custom curving is available for all rod profiles. Be sure to look at our new Acrylic Rods, Art Glass finials and Polished Chrome finishes in addition to our popular French Rods and ONAVERSE™ Iron Cord Traverse Rods. We pride ourselves on quality workmanship, timely delivery and customer satisfaction. Select Ona Drapery Hardware and order with confidence.

For a free catalog please call 800/231-4025 or visit our website at www.onadrapery.com.

Design Art SwissCrystal

SUREWIN

Uni-Soleil

Providing quality products at competitive pricing from our Florida warehouse. Custom sourcing available. Plastic bead chain in rolls or continuous loops; numerous colors in all lengths, nickel plated and stainless chain in rolls and continuous loops in all lengths, stop balls, connectors, safety devices, c-clips, alligator clips, tassels, lift cord, vertical components, cord locks, and the easy-to-fabricate, low-profile Sure-Lift® Roman Headrail System for shades up to 50 lbs. Get our new catalog!

Uni-Soleil new roller clutch are smoother, easy go and much quieter. With complete range of roller collection in the world with USA patent, we can advance your roller blind to high end class. The standard colors are in white, black, ivory, grey and brown. We offer full solution in window blind industry. Please contact Uni-Soleil sales@uni-soleil.com.tw or visit www.unisoleil.com.tw for further information.

Contact: Surewin@optonline.net, tel: 239/362-3342, fax: 239/362-1383 70 | wf-vision.com | Sept + Oct 2017

Add some sparkle to your drapery hardware creations with Design Art’s SwissCrystal collection. 16 beautiful crystal designs are 24% full lead, mouth-blown, and handcut. Combine them with 28 SwissCrystal base options, 4 medallion options, or 4 holdback options to coordinate all your drapery hardware. sales@ironartbyorion.com www.ironartbyorion.com 877.476.6278

INSPIRE what’s next The trend predictions for fall/winter 2017/2018 are filled with rich, dramatic colors; dark, exotic florals; and gleaming accents of metal, nacré, sequins, and more. This moody bedroom from Christian Fischbacher features the largescale, tropical-influenced pattern So Avantgardening in black, with the company’s velvets in lapis used for upholstery. Bedding in peacock blue and a rug in burnished gold complete the luxe look. We’ll feature more 2018 color and trend forecasts in upcoming issues.

72 | wf-vision.com | Sept + Oct 2017

S mple T uch

S mple T uch

®

®

The Best System for Blinds & Shades • A motorized shade or blind at a reasonable price.

• Wand control allows for easy access • Programmable to favorite positions • Easy to operate - No more lost remotes • Precise adjustment for light control and closure • Tilt adjustment for just the right amount of light • Longer lasting lithium batteries & 120 v adaptors available for purchase

window fashions

TM

800-879-9512

Neew r bracket

space sav

end c s e d o t u a döfix shade system tic

semi automa

bined with m o c n ig s e d Amazing onality. ti c n fu y r a in , extraord torized shade

only 1” projection

a mo onstantly like c d n a ly w lo n s • Rolls dow e motor u o just with t th eeded es or wiring n • No batteri ring up any peration all parts or st m s d • Smooth o te a lic p ny com o assemble a • No need t mechanisms. stall • Easy to in

e to order d a m s e g a k Custom pac rs!

within 24 hou

Packages ship

tem unning sys t s is h t h it rs w ur custome o y s s e r p Im döfix No Sew, Inc. • 1947 Ironway Dr • Sanford, MI 48657 • Tel 800-962-8983; 989-687-7999 • www.dofix.com