Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.
Issue link: http://kitchenbathdesign.epubxp.com/i/599136
November 2015 | KitchenBathDesign.com | 29 MANUFACTURER POINTS Global manufacturers like TOTO may be uniquely positioned to take advan- tage of multicultural opportunities in the U.S. and Canada. They have frst-hand knowledge of these groups before they reach the U.S., and can bring elements that have succeeded in their home countries to their new ones. Japan is TOTO's largest interna- tional market, and a key focus of that culture is personal hygiene. "The Washlet product line arose from this focus in Japan," notes Bill Strang, the company's president of operations for the Americas. With so many American bathrooms lacking room for a sepa- rate bidet, the bidet seat technology has met that need for this community, and the series continues to expand. "In North America, Asian communi- ties have a higher adoption rate for the Washlet," he reports. Hands-free faucets also fit the hygiene trend popular in TOTO's Japanese market, and have grow- ing appeal in the U.S. While the company's sensor-based EcoPower faucets are designed for commercial applications, the hands-free trend is growing residentially, too, and likely will speak to Asian-Americans' pref- erences at home. Here are some other points Strang shares on the Asian design market: » » Improved hygiene arises from not being required to touch bathroom surfaces. » » Japan is largely a bathing culture, while North America is predomi- nantly a shower culture. » » Assimilat ion is a factor, too, as Asian clientele's offspring adapt to their U.S. and Canadian homes. Showering has become predominant and bathing has dropped away. » » Bidets as separate fxtures have dropped away and bidet seats like the Washlet have taken their place. LAST WORDS If your market area is seeing a signif- cant increase in a particular group, it's worth getting to know their tradi- tions, culture and needs, at the very least, in order to remain relevant. Yim has this advice to ofer: "Spend the time and efort to study your target. There are many diferent facets and nuances to multicultural consum- ers. This may be overwhelming, but in order for your marketing eforts to be efective, study and identify your target, then put your resources behind it." Jamie Gold, CKD, CAPS is an indepen- dent designer in San Diego, the author of New Kitchen Ideas That Work and the upcoming New Bathroom Idea Book (Taunton Press), and a blogger, design journalist, seminar developer and in- dustry consultant. Always. Sometimes. Make it a great year. WORTH INVESTING IN? NOT HING APPRECIAT ES LIKE EMPLOYEES WHO ARE APPRECIATED. Grow your company's talent investment with af ordable online training from NKBA U. Our Business Management courses are one way we can help maximize your investment – because nothing drives your bottom line like gearing your employees for greatness. Follow Us: Visit www.InvestAlways.org/Management or call us at 1-800-843-6522 to see just how much value NKBA U can of er. Circle No. 16 on Product Card Circle No. 15 on Product Card Photo: TOTO Photo: TOTO Hands-free Faucet: Hands-free faucets resonate with hygiene-conscious Asian clients. Washlet: Bidet seats have largely replaced separate bidets for U.S. Asian clientele.