Floriculture

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Floriculture
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The retail florist industry

• has been promoting the use of flowers
• not just for special occasions.

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Flowers add

• a feeling of warmth and welcome to any room.

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Job Types

• There are several job types within the
  floriculture industry ranging from design to
  sales.

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Working in retail floristry

• work with flowers as well as the emotions that
  they represent.

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Types of flower shops

• Different types of shops serve different groups
  of the population.

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Types of Flower Shops

• A shop should tailor its services to the needs
  and desires of the clientele in its area.

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Examples include

• Full service traditional retail shop.

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Examples

• Products and services available would include
  fresh flowers, blooming plants, balloons, novelty
  giftware, and silk and dried arrangements.

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Examples

• A full service shop would also offer regular and
  special delivery, set-ups for special events,
  charge accounts and wire service.

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Specialty shop

• targets a specific need in the market by
  specializing in one segment of the industry.

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Specialty shop

• These types of shops would specialize in things
  such as weddings or potted plants. Many times
  they are located adjacent to a business that
  provides similar services.

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Carriage Trade Shop

• Caters to an elite clientele.

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Carriage Trade Shop

• May offer the same services as a full service
  shop but prices are higher. A Carriage trade
  shop must understand the life styles of its
  clients.

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Stem Shop cash and carry operations,

• which offer a wide variety of flowers by the
  stem or bunch.

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Stem Shop

• Generally do not offer design services. Are
  often located in high traffic areas such as just
  inside a building or on the street.

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Studio operation

• concentrates on specialty and party work for an
  exclusive client base.

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Studio operation

• May operate out of a warehouse without a
  storefront. Most sales are made by appointment
  or at the customers home or business.

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Franchise shop

• usually purchased from a parent company
• operated according to the rules set by the
  parent company.

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Franchise shop

• Resale products may have to be purchased from
  the parent company.

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Franchise shop

• Franchise price is usually high the owner may
  pay a portion of gross sales to the parent
  company.

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Franchise shop

• Franchise provides a business with instant
  recognition

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Mass-Market shop -

• located in a general merchandise chain store or
  grocery store.

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Mass-Market shop

• Offer fresh arrangements, potted plants, balloons
  and stem purchases. Usually do not offer
  delivery.

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Wholesale florist

• link between the grower and the retail florist.

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Wholesale florist

• The wholesaler purchases flowers from growers
  around the world and supplies them to the local
  retail shops.

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Wholesale florist

• Wholesalers also supply plants, giftware
  containers etc.

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Job opportunities in the retail flower shop

• Present in nearly all towns of any size
  throughout the United States.

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Most are

• individually owned or family operated employing
  fewer than ten people.

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Three areas for job opps

• Owner manager
• responsibilities will include hiring, training,
  supervising designer, salespersons, and delivery
  personnel.

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Owner Manager

• Managers plan work schedules, order supplies and
  flowers, coordinate sales promotion and
  advertising, and supervise or maintain shop
  records.

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Pricing of product

• and profit control is also a responsibility of
  the owner manager.
• Owner managers must have a good business
  background.
• They may also work as a designer and
  salesperson.
• Some managers may not take care of routine sales
  but may be responsible for pricing of weddings,
  receptions and large parties.

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Owner Manager

• They may also work as a designer and
  salesperson.

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Owner Manager

• Some managers may not take care of routine sales
  but may be responsible for pricing of weddings,
  receptions and large parties.

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Designers Assistant

• a person training to become a designer.
• Work with and observe the construction of a
  variety of floral designs.

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Designers Assistant

• Usually coordinate the designers orders and keep
  all needed materials on hand.

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Designers Assistant

• May prepare containers, select and wire flowers,
  and construct bows for arrangements.

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After the arrangement is complete

• the assistant may fill out the card and delivery
  tag and prepared the product for delivery.

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As the assistant gains experience

• they will be responsible for simple arrangements.
  
• Difficulty of orders will increase with the
  amount of experience.

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Designer

• arranges floral and plant material in an artistic
  manner.
• Must also have an understanding of basic design
  principles.

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Designer

• Knowledge of flowers, their care and the needed
  supplies.

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Arrangements include

• those for the home, hospital, funeral and a
  variety or other occasions.

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Most shops designate

• one person as the head designer.
• That individual is responsible for assigning
  specific work to other designers.

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The head designer

• will also be responsible for making sales that
  involve special work
• such as weddings or large parties, order flowers
  and supplies.

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The head designer

• the designer must estimate what materials are
  needed. If too few are ordered the shop will
  lose sales. Left over flowers are thrown away

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Designers are critical

• to the retail business.
• The quality of their work will determine
  customer satisfaction. Happy customers mean
  repeat business.

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Salesperson

• must deal in telephone and direct face to face
  sales.
• Must have a thorough knowledge of flowers,

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Salesperson

• flower care, plant care, and floral designs.
  Must be able to offer customers appropriate
  suggestions.

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Effective salespersons

• have a friendly attitude.

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Delivery Person

• this is a convenience to the customer. It
  distinguishes full service florists from
  mass-market florists such as those in some
  grocery stores.

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Duties involved

• packaging orders and loading flowers into the
  delivery vehicle.

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Delivery people

• should be able to repair damaged arrangements if
  necessary.

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Training for a job in the retail flower shop

• On the job training
• Designer schools and workshops provided by the
  state florist association or wholesale florists.

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Necessary skills

• for a career in the floriculture industry include
• artistic ability, business background, and a
  love for working with flowers.

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Many designers

• begin training in high school or post secondary
  vocational programs. There are many floral
  design schools throughout the nation.

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