influencer marketing

High Point Market, the largest home furnishings trade show in North America, is a must-attend event for interior designers looking to stay ahead of the latest trends and connect with industry professionals. Whether you’re a seasoned designer or just starting out, navigating the bustling market can be overwhelming. But fear not! We spoke with award-winning designers Rachel Moriarty and Jaclyn Isaac of Doni Douglas Designs to provide you with a comprehensive guide on how to make the most of Market.

Step 1 Plan Ahead:

Before diving into the world of High Point Market, it’s crucial to plan your visit strategically. Research the exhibitors and showrooms that align with your design style and goals. Think about attending a tour. Create a schedule and map out the locations you want to visit, ensuring you make the most of your time. One way to do this? Use the app.

“I definitely think the app was really helpful with planning my entire trip,” says Jaclyn. “All the sessions are linked up to the app, so I was able to go into that and be really strategic with what little design neighborhoods I wanted to visit, but more specifically, what talks I absolutely had to attend.”

Jaclyn used the app to prioritize the talks and the panels that were really customized to her business and goals to maximize her time.

“There’s so much to do at High Point,” she says. “Download the app, go through all the sessions, make a schedule for a day where you’re just doing all panels, and then you know how to coordinate showrooms or anything like that around where you’re actually hearing a talk.”

“It was just such a good choice and such a good use of my time.”

Step 2 Get Your Credentials:

To gain access to the trade show, make sure to register and obtain the necessary credentials. Registration for Fall 2023 Market, October 14 – 18, is currently closed but will open in late July. High Point Market offers various registration options, including passes for designers, buyers, and industry professionals. Take advantage of early bird discounts and secure your spot in advance.

Step 3 Connect with Industry Professionals:

High Point Market is not just about discovering the latest products; it’s also an excellent opportunity to network. Attend tours, seminars, panel discussions, and social events to connect with like-minded designers, manufacturers, and influencers. Engage in meaningful conversations, exchange ideas, and forge valuable connections that can elevate your design career.

One way to do that is to attend a tour. Rachel is a huge fan of tours, so much that after attending Market for many years, she now leads one. She most recently was a Spring 2023 Insiders Tour Guide, leading a full-day tour that leverages her Market expertise through the lens of her colorfully coastal aesthetic.

“I have been attending so many years and I have so many relationships,” she says. “I always feel like if someone’s going to sign up for a Rachel Moriarty tour, they’re going to expect a certain side of things. Like I’m not going to show them a lot of neutrals.”

“I just want them to have the High Point experience through my perspective.”

There are several guided tours designed to enhance your Market experience:

• The Insiders Tour is exclusively for first-time Buyers at HPMKT
• Style Spotters Hot Spot Tours are for all Buyers and Media
• Suite Spot Tours are one-hour journeys through the Suites at Market Square
• Diversity Advocacy Alliance Tours are for Buyers interested in investing in the diversity, equity, and inclusion of Market
• TrendWatch Tours offer in-depth looks at specially selected product displays

Jaclyn never thought about tours before this year because she was busy with the showrooms. But after having been to market a couple of times with a focus on finding vendors, she was ready to branch out and was one of ten design influencers who were part of the two-day Design Influencers Tour program. Designers on the tour received an in-depth look at the sponsoring showrooms’ company history, brand positioning, and products.  

“The Design Influencers Tour was just a really great mix of getting to know brands that I don’t use very often and getting to know senior-level leadership of these brands,” she says. “And getting to ask those questions about manufacturing and pricing and getting to know the people that stand behind the product, because a lot of times you’re walking to the showroom, you take a couple of pictures of things that are interesting to you, but you don’t really have a chance to fully immerse yourself in the brand.”

Rachel fully agrees.

“When you’re on a tour, you’re meeting the owner of that brand, you’re meeting the head of marketing, you’re meeting the designer who’s giving the tour, you’re finding out the inside scoop,” she says. “It’s not just products anymore, it is so much more than that.”

Another perk of attending a tour? A built-in Market friend group.

“These potentially are your new besties,” says Rachel. “You get to spend a whole day with people that you would have never met and a lot of the time, I will see my tour group together through the rest of Market. I thought I wore them out already, but no, they’re together and they’re dancing at an evening event.”

Jaclyn also valued seeing how other people on the tour – a mix of designers, bloggers, content creators, and influencers — reacted to the different showrooms.

“It’s just really cool to see everybody’s perspective every time we entered a showroom,” Jaclyn says. “Seeing who was really into particular colors or particular styles, and what was driving everybody’s excitement was very different every time we went somewhere new. Seeing the showrooms and the brands through everybody else’s eyes in the group was just cool.”

You can see what they all said on social with #designinfluencerstour.

Step 4 Explore Showrooms and Exhibits:

The heart of High Point lies in the countless showrooms and exhibits spread across the expansive market district. Take your time to explore these spaces, immerse yourself in the curated displays, and interact with the products. From furniture and lighting to textiles and accessories, you’ll find a wealth of inspiration and discover new suppliers for your design projects.

Step 5 Attend Educational Events:

High Point Market offers a range of educational events and seminars presented by industry experts. Take advantage of these learning opportunities to enhance your design knowledge, gain insights into emerging trends, and expand your skill set. From design principles and color theory to marketing strategies and business development, there’s something for everyone.

Rather than going to showrooms Jaclyn wanted to focus on networking and bettering her business this year. She believes that attending panels allows you to connect with like-minded designers who are eager to engage in meaningful discussions.

“The panels gave me like an all-access pass to people who I had pointed questions for,” says Jaclyn. “So, I would attend their talks and then really spend the time getting to know them, getting to know their business, and being able to ask questions specifically around how they’re running their business or how they’re running their particular offering that I’m interested in setting up for myself.”

“I mean honestly, you really have to show up to events,” adds Rachel. “There’s no way around it.”

Step 6 Embrace the Market Experience:

Beyond the trade show itself, High Point Market provides a vibrant atmosphere filled with creativity, innovation, and design inspiration. Immerse yourself in the energy of the market, be open to unexpected discoveries, and embrace the unique experience it offers. Engage with fellow designers, attend parties and social gatherings, and let yourself be inspired by the collective passion for design.

Attending High Point Market is an unparalleled opportunity to stay at the forefront of the industry, connect with industry professionals, and discover the latest trends and products. By following this Insider’s Guide, you’ll be well-equipped to navigate the market, make valuable connections, and return home with fresh ideas and inspiration for your design projects. Get ready to elevate your design game and immerse yourself in the exciting world of High Point Market!

You have big dreams for a gorgeous product line with your name on it. But how do you even start your own line? How do you find the right collaborators? Is this even a good idea right now for your brand? We had a lot of questions about the product licensing process, and we knew who would have the answers: David Cohen, a well-known product licensing and design expert who has been in the industry for many years.

His company, ARTISTIC DESIGN WORKS, represents a hand-selected collective of some of the most talented artists and creative brands from around the country. He recently brokered a collaboration between interior designer Rachel Moriarty and custom distressed mirror manufacturer Mirror-tique as well as Allison Eden‘s collection with Graphic Image Flooring which is turning her iconic mosaic patterns into custom vinyl flooring and wallcovering. 

He works closely with the hospitality industry to commission or select the perfect piece of art to help create one-of-a-kind spaces for casinos, hotels, resorts, and luxury condominiums around the globe.

And according to David, the first step to a successful product licensing deal is making sure you are ready. Product licensing is a huge commitment, like opening another business. You need a lot of time and resources — creating the collection is just one piece of the licensing puzzle. The complexity of the rest of it is why having a seasoned liaison like David can help save you a lot of heartache and heartbreak down the road.

Once you’re sure this is the time, finding the right collaborator and partner for the job is the most important thing you will do. He recommends attending events like High Point Market and other shows and associations, which offer the opportunity to meet potential collaborators in person and gain a better understanding of their goals and priorities.

“I think that, that in-person connection is important,” said David. “It’s hard to gauge these companies when you don’t really have a chance to connect with them. The shows are good because you see a little personality from their booths.”

Once you’ve identified a couple of potential manufacturing partners, vet them like it’s your job, because unless you have brought on a liaison to handle it, it is. This means scrutinizing potential partners and looking for companies or individuals whose ethos aligns well with your goals.  You want to be sure you and your potential licensing partner complement each other. David notes that it is important to find a collaborator whose product line has gaps that you the designer can fill. This not only ensures that the collaboration is a good fit for both parties but also increases the chances of success by offering a unique and innovative product to consumers.

“What are the designer’s goals and the manufacturer’s goals from the collaboration?” asks David. “And how do those goals work together? Know who are you as a product designer, what’s your look, what is the manufacturer going to look at you and go ‘Okay, this is what they are and what they offer.’”

David also emphasizes the importance of understanding royalty percentages and other financial aspects of product licensing. For many designers and artists, this can be a complex and unfamiliar area, so it is important to seek out expert advice and guidance when navigating these issues. The right guide will help you through the process and to the best deal.

“What I’m doing working with designers and working with artists you get the asset of having that person (who’s me) go out there and do the legwork on finding the right opportunity,” says David. “Vetting that opportunity, really taking a look at how the collaboration as a whole will work.”

And then on top of that, once a licensing deal is in place, there are responsibilities on both sides to ensure that the collaboration is successful. When these deals are done, the product line still needs to be created. Plus, there are timelines that need to be put in place on both sides, which are just more details that need to be taken care of. 

“A lot of people aren’t thinking about all the aspects of what gets put into these licensing contracts,” says David. “And my job overall is to help to bring it all together and help make it successful. I’m here to facilitate in any way that I can.”

According to David, one of the most exciting aspects of the design industry is watching talented designers create waves and establish their own brands. He enjoys seeing designers get connected with manufacturers through product licensing deals, which can benefit both parties in several ways.

“That’s the aspect that I really love,” says David. “And that’s what we did with like Rachel and Mirror-tique. Her visibility and the people that want to see what Rachel is up to, they are within the design industry and they’re the core of the industry.”

However, David stresses that product licensing is not just about putting a product out there and hoping it will be successful. Instead, it requires the right partnership and collaboration between the manufacturer and the designer, which can take time and effort to develop. Some designers are happy to have their name on a product and the visibility that comes with it, while others are more focused on finding the right partnerships and setting up the collaboration in the best possible way. But he has one piece of advice for designers in particular.

“The main thing is really just design, design, design,” says David. “If you want to be a product designer, and not just like somebody who has a following and be a spokesperson and all of that, then design products.”

​​Overall, product licensing is complex and multifaceted and requires careful planning, thoughtful collaboration, and an in-depth understanding of the goals and desires of everyone involved. By following the insights and advice of experts like David Cohen, designers and artists can increase their chances of success — and create innovative and exciting new products that capture the attention of consumers and industry insiders alike.