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« Friday « March 29, 2002
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Trends - HOME IMPROVEMENT AND RETAIL
(MarketSegment.com)
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Home improvement and retail marketers listen up: Hispanics and African Americans are highly aspirational as it relates to this category. 76% of African Americans and Hispanics feel that having a beautifully decorated home is a status symbol, compared to 69% of Anglos. Similarly, 43% of African Americans and 34% of Hispanics would like to make changes to their home or apartment, compared to 30% of Anglos. There is much evidence to support African Americans' interest in caring for their homes. The rise in popularity of Afrocentric merchandise (including houseware items) is but one example. Major department stores and specialty boutiques now carry African-inspired linens and textiles. These items are not simply confined to urban retail outlets, but are now regularly featured in mail order and online catalogues targeted to all consumers.
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