Kitchen & Bath Design News

JUL 2019

Kitchen & Bath Design News is the industry's leading business, design and product resource for the kitchen and bath trade.

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What makes an innovation, social change or other phenomenon a trend? How is this sig- naled or determined? One way is by observing multiple vendors oering similar features in their products, at their trade show booths and/ or in retail stores. Another is by press releases showing statistics that point to an emerging pattern. A third indicator is the establishment of professional or trade associations embody- ing a characteristic, thus announcing a critical mass of industry professionals investing their time, energy and money. Serious trends are evidenced by all of these markers, and bear con- sideration by the industry at large. The growing number of Hispanic home buyers is one such trend, and it is worth reviewing how this growing population's design preferenc- es may factor into up-and-coming trends and what opportunities this might mean for your business. Before we do, though, please consider that Hispanic, Latino/Latina or Latinx (the recent gender-neutral word) are all terms used in this article, but are not necessarily the same thing – "Hispanic" denotes an individual from a Spanish- speaking background, while "Latino/a/x" indicates a Latin American geographical background. There is signicant overlap in the U.S. market, as so many Hispanic community members here have hereditary roots in Latin American countries. TRENDLINES "Hispanics now lead the charge in U.S. house- hold growth," declared the Housing Wire news release, quoting a State of Hispanic Home Ownership Report by the National Association of Hispanic Real Estate Professionals. (Stats: Check. Association: Check. Press release: Check.) Founded in , NAHREP has , real estate agent, broker, mortgage and settlement service provider members, the group reports. Its stated mission is to advance Hispanic homeownership and educate those who serve Hispanic homebuy- ers and sellers, facilitating relationships between industry stakeholders and housing professionals. Are you manufacturing or selling products to enhance a residence for use or resale? Are you providing design, building or remodeling services for homebuyers and sellers? That makes you stakeholders. Does appealing to . percent of U.S. households appeal to you, especially since close to half of them are homeowners? This rate keeps increasing each year, and currently stands at . percent of Hispanics in the U.S. owning their own homes. According to NAHREP, "Over the past decade, Hispanics have accounted for . percent of net U.S. homeown- ership gains." The study also notes that Hispanic household income gains have shown the largest increase across all racial and ethnic groups. VITALS "A majority (. percent) of all U.S. Hispanics are or younger, with over a quarter (. per- cent) between the ages to , many of whom are entering their prime home-buying years," NAHREP notes. Can you aord to ignore this population and still remain successful long term? Here are more vital statistics to consider with regard to Hispanic clientele, also from the NAHREP report: • Hispanics are more likely to live in multi- generational households. • In , the most current data available, Hispanic median household income also rose to ,, accounting for the largest increase in income (. percent) among all racial or ethnic population groups. As of , . percent of Hispanic households have a median income of , or greater. • At . percent, Hispanic men are more like- ly to participate in the labor force than any other racial or ethnic group. Hispanic men are also more likely to work in the construc- tion industry than any other category of adult employed men. (This means your client is more likely to be knowledgeable about the remodel you're suggesting or the products you're oering. Respond accordingly!) • On average, Latinos have . persons per household, compared to the U.S. national average of .. • percent of Hispanics agreed that owning a home is the best investment plan, and they are better o owning as opposed to renting. (This points to a homeowner see- ing the value of investing in home improve- ments, as well, to enhance its value.) KITCHEN AND BATH PREFERENCES So what are common home design trends among Hispanic consumers? The National Association of Home Builders surveyed Hispanic home buyers about their preferences and learned that a separate laundry room was their top want, with Energy Star-rated applianc- es coming in second. They also want an Energy Star rating for the entire house, as well as table space for eating in the kitchen and a stall show- er and tub in the master bathroom, according to survey results. Their top technology wants include a wireless security system with camer- as, wireless home audio, programmable ther- mostat and home theater. Among the NAHB study's least-wanted features for Hispanic home buyers are a master bath without a tub, laminate countertops and a wine cooler. "We see that our Hispanic buyers have a very high design IQ and are drawn toward the more modern nishes when it comes to designing their home," notes Lee. K. Crowder, model branding senior manager national home builder Taylor Morrison's Dallas and Houston Darling-branded home communities. "There are certain [common] elements that we nd [many of these consumers] are looking for in their home design, such as freestanding tubs, waterfall edge countertops [and] natural stone in lighter nishes for kitchen and bath areas." Crowder continues: "They appreciate a well-designed kitchen, designed around being Designing for Hispanic Clientele BY JAMIE GOLD, CKD, CAPS, MCCWC A growing Hispanic demo- graphic is influencing design and product trends in the kitchen and bath. Table space for eating in the kitchen is a strong want. Photo: David Acosta Real Estate Group/Keller Williams Realty 28 Kitchen & Bath Design News • July 2019 TREND SPOTTING

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