Why is Ethnic Home Decor So Hard to Find?

During the 1990s, minorities purchased almost 20% of all homes sold. The 2000 Census results show that the nation's combined minorities will eventually become the majority. Given these facts, why is ethnic home decor still relegated to mostly animal prints and small specialty outlets?

WHY IS ETHNIC HOME DECOR SO HARD TO FIND

NEW YORK, NY - Housewares is a $79 billion a year industry and minorities buy home furnishings, appliances and the like at a much faster rate than white households. Yet finding mudcloth placemats, an ethnic tablecloth, or a colorful throw at your local home decorating store still proves to be a task.

"I wanted a nice, colorful throw for my bed. Something to liven up the room," says Yuwanda Black of the online start-up EthnicHomeDecor.com. "I went to several department stores looking for something with lots of color and an ethnic feel. Unsuccessful in my search, I went to an African fabric store, selected fabrics and made my own."

Frustrated at trying to find what she thought were simple home decor items with ethnic themes (ie, beyond animal prints), Yuwanda started EthnicHomeDecor.com. "I reasoned that if I was having a hard time trying to find these items, others were as well. So, being an entrepreneur, I saw this as a major opportunity."

Results from the U.S. Census Bureaus Census 2000 report show that the nations combined minority could eventually become its majority.

Traditionally having been excluded from the majority of society, many minorities feel as if their tastes are unimportant. In order to capture this audience, more companies need to realize that they must first market directly to these consumers.

According to the American Housing Survey, nearly 44 million home purchases were made in the 1990s, of which 8 million (19%) were by minorities.

In 1991, 54% of minority purchases were by first-time buyers, compared with 66% in 1999.

As home ownership continues to grow among minorities, the market for home decor that reflects their culture will grow as well. However, the products that hold appeal for this diverse customer base are still mostly found in small specialty or outlet stores.

Ms. Black states, "One day, I hope to be able to find pillows made of vivid African print fabrics as easily a I find floral-patterned pillows. What's ironic to me is retailers don't realize that these items have mass appeal. Living in New York, I have friends from many different races, and they are as likely to buy a mudcloth pillow as I am."

Yuwanda & Cassandra Black are the owners of EthnicHomeDecor.com. Ethnic Home Decor offers spirit pleasing, soft home furnishings with ethnic themes at affordable prices. For more information or to schedule an interview, see contact information.
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