Floriculture

The retail florist industry n has been promoting the use of flowers n not just for special occasions.

Flowers add n a feeling of warmth and welcome to any room.

Job Types n There are several job types within the floriculture industry ranging from design to sales.

Working in retail floristry n work with flowers as well as the emotions that they represent.

Types of flower shops n Different types of shops serve different groups of the population.

Types of Flower Shops n A shop should tailor its services to the needs and desires of the clientele in its area.

Examples include: n Full service – traditional retail shop.

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

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

Specialty shop – n targets a specific need in the market by specializing in one segment of the industry.

Specialty shop n 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.

Carriage Trade Shop – n Caters to an elite clientele.

Carriage Trade Shop n 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.

Stem Shop – cash and carry operations, n which offer a wide variety of flowers by the stem or bunch.

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

Studio operation n – concentrates on specialty and party work for an exclusive client base.

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

Franchise shop – n usually purchased from a parent company n operated according to the rules set by the parent company.

Franchise shop n Resale products may have to be purchased from the parent company.

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

Franchise shop n Franchise provides a business with instant recognition

Mass-Market shop - n located in a general merchandise chain store or grocery store.

Mass-Market shop n Offer fresh arrangements, potted plants, balloons and stem purchases. Usually do not offer delivery.

Wholesale florist n – link between the grower and the retail florist.

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

Wholesale florist n Wholesalers also supply plants, giftware containers etc.

Job opportunities in the retail flower shop n Present in nearly all towns of any size throughout the United States.

Most are n individually owned or family operated employing fewer than ten people.

Three areas for job opps n Owner manager – n responsibilities will include hiring, training, supervising designer, salespersons, and delivery personnel.

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

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

Owner Manager n They may also work as a designer and salesperson.

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

Designers Assistant n – a person training to become a designer. n Work with and observe the construction of a variety of floral designs.

Designers Assistant n Usually coordinate the designers orders and keep all needed materials on hand.

Designers Assistant n May prepare containers, select and wire flowers, and construct bows for arrangements.

After the arrangement is complete n the assistant may fill out the card and delivery tag and prepared the product for delivery.

As the assistant gains experience n they will be responsible for simple arrangements. n Difficulty of orders will increase with the amount of experience.

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

Designer n Knowledge of flowers, their care and the needed supplies.

Arrangements include n those for the home, hospital, funeral and a variety or other occasions.

Most shops designate n one person as the head designer. n That individual is responsible for assigning specific work to other designers.

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

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

Designers are critical n to the retail business. n The quality of their work will determine customer satisfaction. Happy customers mean repeat business.

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

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

Effective salespersons n have a friendly attitude.

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

Duties involved n packaging orders and loading flowers into the delivery vehicle.

Delivery people n should be able to repair damaged arrangements if necessary.

Training for a job in the retail flower shop: n On the job training n Designer schools and workshops provided by the state florist association or wholesale florists.

Necessary skills n for a career in the floriculture industry include – artistic ability, business background, and a love for working with flowers.

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