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28 | Kitchen & Bath Design News | November 2015 » » Asian Americans tend to purchase new homes with modern design, given the higher household in- come. When there is a need for home improvement, their average spending is higher because they tend to outsource and purchase higher quality appliances, vanities and accessories. RETAILER POINTS Famous Tate Appliance & Bedding Centers has served a culturally di- verse, heavily Hispanic Central Florida clientele since 1954. "The Tampa Bay area has benefted from a large population of Puerto Rican, Cuban and Mexican immigrants, as well as a growing population from South American countries," shares Jason Horst, the chain's business develop- ment manager. Being in business for so many years, the frm is also serv- ing the children and grandchildren of their original clients. "Since we serve multiple genera- tions, we often see the American-born bringing in their parents to help them purchase products. Many of these parents are not as fuent in English or prefer their native language, so they appreciate their family's help," he notes. To help overcome the language barrier, Famous Tate hires bilingual appliance pros when possible. "As we have expanded our sales staf and included more Hispanic and Spanish- speaking associates, we have seen many great success stories. When customers can communicate in a lan- guage that they are comfortable with, they feel much better about the pur- chase and tend to refer their friends afterwards to the salesperson. Being able to speak multiple languages fu- ently is a major asset. By working together, other associates can pick up on traits or techniques that can help them serve their own custom- ers better." Many of these new generations also rely on their parents for pur- chasing advice, Horst says. "Buying a house can be a big enough deal, and since major appliances are such a costly investment, they really don't want to mess up; most appreciate the guidance that their parents can pro- vide." Many cultures have a strong food culture where family meals are important, so cooking products are held in a higher regard than other ap- pliances, he notes. Multicultural pro Iris Yim adds t he se i n sight s about H i spa n ic clientele: » » Hispanics take pride in homeown- ership at any level of acculturation. It represents a signifcant mile- stone and a lifetime of pride. Along with homeownership comes the need to make their house their "home." Therefore, customizing it to refect who they are is very important. » » Preferences include design ele- ments that are culturally refective of their home country (e.g., wrought iron, fountains, brickwork, etc.). » » Under the Spanish inf luence, Hispanics have a preference for vibrant colors and tiles for kitch- en and bathroom decoration. Tile fooring is preferred for aesthetic and functional reasons. It's con- sidered easier to clean and lasts longer. Tile is also used for wall decoration. In fact, bathrooms in Mexico are tiled from foor to ceil- ing, so these materials are always preferred. » » Certain elements are carried down through generations, but may become more muted and subtle – colors/styles become more neu- tral/toned down/muted. Third generation and beyond adapt the more "Americanized" style in their home décor preferences. » » Perhaps most important: While price and value are important considerations, service is the diferentiator. Regardless of ac- culturation level, Hispanics are looking for personalized/custom- ized service. They want to feel like they are your only customer and you have their best interest at heart. The fi ne art of education. NOTHING APPRECIATES LIKE EMPLOYEES WHO ARE APPRECIATED. Grow your company's talent investment with af ordable online training from NKBA U. Our Design & Inspiration courses are one way we can help maximize your investment – because nothing elevates your bottom line like unveiling your team's true talent. Visit www.InvestAlways.org/Design or call us at 1-800-843-6522 to see just how much value NKBA U can of er. Always. Sometimes. WORTH INVESTING IN? Follow Us: Circle No. 14 on Product Card Vibrant Tile: Vibrant foor-to-ceiling tile is popular among Hispanic clientele. Photo: Ceracasa, A Tile of Spain member company Photo: KitchenAid Range Hood: A powerful range hood is helpful for Asian-American cooking styles. Trend Spotting