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Floriculture - PowerPoint PPT Presentation

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Floriculture. The retail florist industry. has been promoting the use of flowers not just for special occasions. . Flowers add . a feeling of warmth and welcome to any room. Job Types. There are several job types within the floriculture industry ranging from design to sales. .

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Presentation Transcript
the retail florist industry
The retail florist industry
  • has been promoting the use of flowers
  • not just for special occasions.
flowers add
Flowers add
  • a feeling of warmth and welcome to any room.
job types
Job Types
  • There are several job types within the floriculture industry ranging from design to sales.
working in retail floristry
Working in retail floristry
  • work with flowers as well as the emotions that they represent.
types of flower shops
Types of flower shops
  • Different types of shops serve different groups of the population.
types of flower shops7
Types of Flower Shops
  • A shop should tailor its services to the needs and desires of the clientele in its area.
examples include
Examples include:
  • Full service – traditional retail shop.
  • Products and services available would include fresh flowers, blooming plants, balloons, novelty giftware, and silk and dried arrangements.
  • A full service shop would also offer regular and special delivery, set-ups for special events, charge accounts and wire service.
specialty shop
Specialty shop –
  • targets a specific need in the market by specializing in one segment of the industry.
specialty shop12
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.
carriage trade shop
Carriage Trade Shop –
  • Caters to an elite clientele.
carriage trade shop14
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.
stem shop cash and carry operations
Stem Shop – cash and carry operations,
  • which offer a wide variety of flowers by the stem or bunch.
stem shop
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.
studio operation
Studio operation
  • – concentrates on specialty and party work for an exclusive client base.
studio operation18
Studio operation
  • May operate out of a warehouse without a storefront. Most sales are made by appointment or at the customer’s home or business.
franchise shop
Franchise shop –
  • usually purchased from a parent company
  • operated according to the rules set by the parent company.
franchise shop20
Franchise shop
  • Resale products may have to be purchased from the parent company.
franchise shop21
Franchise shop
  • Franchise price is usually high; the owner may pay a portion of gross sales to the parent company.
franchise shop22
Franchise shop
  • Franchise provides a business with instant recognition
mass market shop
Mass-Market shop -
  • located in a general merchandise chain store or grocery store.
mass market shop24
Mass-Market shop
  • Offer fresh arrangements, potted plants, balloons and stem purchases. Usually do not offer delivery.
wholesale florist
Wholesale florist
  • – link between the grower and the retail florist.
wholesale florist26
Wholesale florist
  • The wholesaler purchases flowers from growers around the world and supplies them to the local retail shops.
wholesale florist27
Wholesale florist
  • Wholesalers also supply plants, giftware containers etc.
job opportunities in the retail flower shop
Job opportunities in the retail flower shop
  • Present in nearly all towns of any size throughout the United States.
most are
Most are
  • individually owned or family operated employing fewer than ten people.
three areas for job opps
Three areas for job opps
  • Owner manager –
  • responsibilities will include hiring, training, supervising designer, salespersons, and delivery personnel.
owner manager
Owner Manager
  • Managers plan work schedules, order supplies and flowers, coordinate sales promotion and advertising, and supervise or maintain shop records.
pricing of product
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.
owner manager33
Owner Manager
  • They may also work as a designer and salesperson.
owner manager34
Owner Manager
  • Some managers may not take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.
designer s assistant
Designer’s Assistant
  • – a person training to become a designer.
  • Work with and observe the construction of a variety of floral designs.
designer s assistant36
Designer’s Assistant
  • Usually coordinate the designer’s orders and keep all needed materials on hand.
designer s assistant37
Designer’s Assistant
  • May prepare containers, select and wire flowers, and construct bows for arrangements.
after the arrangement is complete
After the arrangement is complete
  • the assistant may fill out the card and delivery tag and prepared the product for delivery.
as the assistant gains experience
As the assistant gains experience
  • they will be responsible for simple arrangements.
  • Difficulty of orders will increase with the amount of experience.
Designer –
  • arranges floral and plant material in an artistic manner.
  • Must also have an understanding of basic design principles.
  • Knowledge of flowers, their care and the needed supplies.
arrangements include
Arrangements include
  • those for the home, hospital, funeral and a variety or other occasions.
most shops designate
Most shops designate
  • one person as the head designer.
  • That individual is responsible for assigning specific work to other designers.
the head designer
The head designer
  • will also be responsible for making sales that involve special work
  • such as weddings or large parties, order flowers and supplies.
the head designer45
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
designers are critical
Designers are critical
  • to the retail business.
  • The quality of their work will determine customer satisfaction. Happy customers mean repeat business.
Salesperson –
  • must deal in telephone and direct face to face sales.
  • Must have a thorough knowledge of flowers,
  • flower care, plant care, and floral designs. Must be able to offer customers appropriate suggestions.
effective salespersons
Effective salespersons
  • have a friendly attitude.
delivery person
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.
duties involved
Duties involved
  • packaging orders and loading flowers into the delivery vehicle.
delivery people
Delivery people
  • should be able to repair damaged arrangements if necessary.
training for a job in the retail flower shop
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.
necessary skills
Necessary skills
  • for a career in the floriculture industry include
    • artistic ability, business background, and a love for working with flowers.
many designers
Many designers
  • begin training in high school or post secondary vocational programs. There are many floral design schools throughout the nation.