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 TypesThere are several job

types within the floriculture industry ranging from design to sales.

Working in retail floristry work with flowers as well

as the emotions that they represent.

Types of flower shopsDifferent types of shops

serve different groups of the population.

Types of Flower Shops A shop should tailor its

services to the needs and desires of the clientele in its area.

Examples include:Full service – traditional

retail shop.

Examples Products and services

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

ExamplesA full service shop would

also offer regular and special delivery, set-ups for special events, charge accounts and wire service.

Specialty shop – targets a specific need in

the market by specializing in one segment of the industry.

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 – Caters to an elite clientele.

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, which offer a wide variety

of flowers by the stem or bunch.

Stem ShopGenerally do not offer

design services. Are often located in high traffic areas such as just inside a building or on the street.

Studio operation – concentrates on

specialty and party work for an exclusive client base.

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 – usually purchased from a

parent company operated according to the

rules set by the parent company.

Franchise shop Resale products may

have to be purchased from the parent company.

Franchise shopFranchise price is usually

high; the owner may pay a portion of gross sales to the parent company.

Franchise shopFranchise provides a

business with instant recognition

Mass-Market shop - located in a general

merchandise chain store or grocery store.

Mass-Market shopOffer fresh arrangements,

potted plants, balloons and stem purchases. Usually do not offer delivery.

Wholesale florist – link between the grower

and the retail florist.

Wholesale florist

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

Wholesale floristWholesalers also supply

plants, giftware containers etc.

Job opportunities in the retail flower shopPresent in nearly all towns

of any size throughout the United States.

Most are individually owned or

family operated employing fewer than ten people.

Three areas for job oppsOwner manager – responsibilities will include

hiring, training, supervising designer, salespersons, and delivery personnel.

Owner ManagerManagers plan work

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

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 Manager They may also work as a

designer and salesperson.

Owner ManagerSome managers may not

take care of routine sales but may be responsible for pricing of weddings, receptions and large parties.

Designer’s Assistant – a person training to

become a designer. Work with and observe

the construction of a variety of floral designs.

Designer’s Assistant

Usually coordinate the designer’s orders and keep all needed materials on hand.

Designer’s AssistantMay prepare containers,

select and wire flowers, and construct bows for arrangements.

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 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.

DesignerKnowledge of flowers,

their care and the needed supplies.

Arrangements include those for the home,

hospital, funeral and a variety or other occasions.

Most shops designate one person as the head

designer. That individual is responsible

for assigning specific work to other designers.

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 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 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,

Salesperson flower care, plant care,

and floral designs. Must be able to offer customers appropriate suggestions.

Effective salespersons have a friendly attitude.

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 packaging orders and

loading flowers into the delivery vehicle.

Delivery people should be able to repair

damaged arrangements if necessary.

Training for a job in the retail flower shop:On the job trainingDesigner schools and

workshops provided by the state florist association or wholesale florists.

Necessary skills for a career in the

floriculture industry include

– artistic ability, business background, and a love for working with flowers.

Many designers begin training in high school

or post secondary vocational programs. There are many floral design schools throughout the nation.