Archive for the ‘Affluent African American Marketing Research’ Category

Antoinette Fraser - Kitchen Designing Inspired by Cultural Heritage

Tuesday, November 8th, 2011

Antoinette Fraser

Antoinette Fraser makes kitchen design extraordinary. With styles ranging from eco-friendly to modern and sleek, traditionally classic or sophisticated and glamorous, Antoinette has designed more than 1,000 one-of-a-kind kitchens during her exciting 20-year career. Featured in House Beautiful, Kitchen Trends, New York Spaces, and Black Enterprise magazines, to name but a few, Antoinette innately understands the intricate needs of clients who seek distinctive kitchen designs that match their vision. Born in Jamaica and raised by multi-ethnic grandparents in the United States, Antoinette believes that her experiences have shaped her boundless aesthetic vision.

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Naturally, Antoinette’s ability to bring her clients' vision to life is a special gift engendered by her distinctive upbringing. Antoinette’s former country estate in Jamaica, her time spent living on New York City’s Upper East Side, and now her life in her eclectic English style home in Essex County have all inspired her conception of St. Clair Kitchen & Home, which opened in South Orange, New Jersey in 2006.

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Antoinette opened her design studio after having served as Vice President and Design Director of the exclusive Rutt Showroom in the Architects and Designers (A &D) Building in New York, where she designed upscale projects for many residential clients. Serving a clientele that includes global business executives and celebrities, Antoinette draws on her culturally diverse background to deliver exceptionally unique projects, making her one of the most sought after kitchen designers in the Northeast.

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Antoinette is building on the success of her first studio with St. Clair of Short Hills, New Jersey, a new showroom opening in 2012.  Instead of the same old kitchen and bathroom vignettes used in other showrooms, this showroom will house fully functional kitchens and baths. St. Clair Kitchen & Home provides the complete package from concept to completion. The firm specializes in luxury kitchen and bath design, and provides designer lighting, specialty tiles, eco-friendly custom cabinetry, luxury Waterworks fixtures, hand-made LaCornue French ranges, and exotic countertops.

Antoinette is currently working on one of her most exciting projects; several rooms for a client who purchased and are restoring a circa 1920’s home. When completed it will include a great mix of traditional and contemporary styles that will result in a classic enduring look.

IS THERE A VALID BUSINESS CASE FOR DIVERSITY MARKETING IN AN ECONOMIC RECESSION?

Thursday, May 28th, 2009

Emphatically, I say, “YES!”

I’m sure you’ve heard the American proverb, “He who has the gold makes the rules!”

As we near the end of the second quarter of 2009, marketers would be wise to follow this bit of astute wisdom as they assess their remaining advertising budgets.

Of course, first you’ll need to discover the gold-holding rule-makers: I will tell you they are the affluent ethnic consumers.

Being the savvy marketer that I’m sure you are, it’s likely you’ve read the articles identifying ethnic consumers as viable new prospects. What I’m not seeing much information disseminated about is the affluent segment – not the middle class – but the truly affluent sub-segments within this consumer group. They are a largely ignored and under-served market segment who are patiently awaiting the right marketing approach from you.

The key to your approach is to never make the mistake of marketing to affluent ethnic consumers from your perspective and asking them to come to you. This sub-segment has made their own rules, and they are highly influential in today’s marketplace. Deliberately cater to them by getting on their turf, seeing through their eyes, and speaking their language. You must go to them, and serve them on their terms, in order to build lasting and meaningful relationships. I’m sure their $282 billion in purchasing power is something you want to harness.

Here are a few tips for luxury marketers, or any marketer, to plan a successful target marketing strategy:

• Identify and utilize appropriate ethnicity-based traditional and non-traditional media outlets in your advertising.
• Partner up with membership-based ethnic organizations.
• Consider instituting a Diversity Advisory Board in your company.
• Hire a more diverse workforce.

Now is not the time to cut back marketing expenditures; instead, correctly divert them toward this sub-segment, and I guarantee you will see better ROI in the way of stronger loyalty, broader word-of-mouth, and fresh revenue streams in addition to your general market initiatives.

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Wealthy African Americans

Thursday, April 9th, 2009

regionalGroundbreaking Strategic Insights Paper Now Available. 39 pages of insight for luxury brands and luxury retailers. Only $895 (includes 1 hour of complimentary phone consulting).

Marketing to Affluent African Americans - Strategic Insights for Reaching an Untapped Market. This groundbreaking Strategic Insights Paper is a collaborative effort between Diversity Affluence and UPTOWN Magazine. It serves to provide expert insight into how to market to the affluent African American consumer segment, also known as African American Royaltons™ (AARs). Its purpose is to educate and validate those who will benefit most from the information: luxury marketers and retailers; brand managers; agencies; and the media.

These insights give the reader a clear and authentic view into this powerful group of consumers’ attitudes and opinions, media and marketing preferences, and shopping and buying habits.

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