Red, White, and Blue!

When it comes to sophisticated design, most people view the French and the Italians as the experts. For the most part, Europeans have dominated that end of the fashion and home accessory markets. However, lately more Americans have been eschewing the Euro look in favor of styles and designs that reflect the heritage and sentiments of their own country — the land of the Red, White, and Blue. It's a design aesthetic called "Americana," and it embodies everything from folk art to country, from kitsch to lodge.

Proof of the growing popularity of Americana is everywhere. Lynn White, group show manager at show producer George Little Management, noted that the Country Classics section at the Dallas International Gift & Home Accessories Show is scheduled to expand by more than 6,000 square feet at this month's show. "We've more than doubled it for this June show," she said. The section debuted in January 2001 with 31 exhibitors and 4,000 square feet of space. This month, there will be roughly 70 exhibitors in 10,000 square feet of space; and that doesn't include the Americana product scattered throughout the main show area.

"Americana is hugely popular," agreed Heather Francis, director of marketing for the Chicago Gift & Home Market. "You can't look anywhere now and not see something Americana. For example, the PT Cruiser by Chrysler is very nostalgic Americana. Pleasant Company's American Girl dolls are also Americana, in that they teach the history of our country. You're seeing it all over the place — from notebooks with images of Americana to beautiful reproductions of handcrafted period designs."

"In a few words, Americana is red, white, and blue, and the flag," offered retailer Charles Huie, owner of Country Cupboard in Little Rock, Arkansas. For many, Americana conjures up images of the flag, Uncle Sam, and the Statue of Liberty. "Americana design," however, is more subtle, according to Rolando Cuadrado, owner of Sticks & Stones in San Antonio. "The less obvious and probably more correct [version of Americana] is early American, Colonial, or the patriotic look," he said.

Heather Francis described Americana as "anything that reflects the history of who we are." She continued: "It is any object that represents or reflects the American people. Nostalgia is a big part of it, as well." However, she explained: "Different sections of the country demand different kinds of Americana. For instance, in New York there is a demand for Americana nostalgia from the movies and politics.

In the Midwest, Americana means traditional, handcrafted product. Currently in Chicago, however, there is a big movement in collecting police memorabilia."

So how do you narrow it down? You don't. While people offer different visions of Americana product, the consensus is that the category encompasses anything that reflects our country and its history.

The appeal of Americana extends from coast to coast. "Everyone is buying Americana," said Cuadrado of Sticks & Stones. "I think it's popular all across the United States," said retailer Susan Kott, owner of the Golden Gecko in Burlington, Vermont.

However, most agree that the Midwest is the biggest market. "We see more of it in the East than in the West, but most especially in the Midwest," said Kott. She noted that all age groups are fascinated with the category right now. "Customers range from established families to older couples. The strongest group for us is the 40s-to-50s age group. They're more into that look for their home. Younger couples who grew up with this in their homes are buying it as well."

Joan Ulrich, vice president of leasing, gift industry, at the Chicago Merchandise Mart, agreed. "As Baby Boomers have children, they're reaching back to their past. They want things around that give comfort. Americana provides a real grounding sense to a home, creating more of a sense of family and values, as opposed to the high tech lifestyle of today," she said.

Basically, everything in this category is doing well right now. From small frames to large furniture pieces, customers are looking for anything that has that folk art feel. Kott's 1,500-square-foot shop is geared toward home decor items, including silk flowers, candles, doorbells, and doorknockers; but she finds that her customers are seeking more unique items when they shop for Americana product. "We try and stay unique. For instance, I brought back primitive mirrors from Pennsylvania. I also get pieces from area artists. I carry three artists that don't sell anywhere but my store. Warren Kimble is very popular. No matter what size or price, his products sell really well." Kott reported that about 60 percent of her sales come from the Americana category.

Cuadrado of Sticks & Stones, who has four shops — three in San Antonio and a flagship store in Austin — derives less than 5 percent of his sales from Americana wares. However, he now carries more of this product than ever before. "We don't need a lot to make a good statement in the store. The red, white, and blue look can be merchandised well, and we're buying more because it is doing well." But Cuadrado doesn't feel that he has to separate the Americana product from the other merchandise in the store to make it stand out. "It is at times prominent. But our merchandise is constantly changing. Some of it would be complete statements or blended in with other statements. But we don't make it the single focal point," he explained.

The Country Cupboard's Charles Huie believes that this trend has been gaining momentum for the past three or four years. "In the last 12 months I've added more product, because we've been selling more," he said of his 1,000-square-foot operation.

Let your location influence the kind of American product you carry. A fantastic vintage movie poster, for example, might do well on the East Coast, but be a slow mover in the Midwest. However, the bottom line is that anything that screams "handcrafted folk art" is doing well across the board.

According to these industry insiders, Americana design is no mere fad. Its continuing popularity is rooted in many factors. For one thing, it is extremely flexible. "The style can adapt itself to what people are looking for in other design elements, like country, Victorian country, Western, the distressed look, or the newest element: the cabin/country lodge look," said Lynn White of George Little Management.

Charles Huie pointed out that patriotism is another factor: "It's an easy way to express patriotism without getting involved in such things as campaigning or demonstrating. You're subtly saying you're proud to be American."