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Floristry sECtor ovErviEw
A florist purchases flowers from growers or wholesalers and sells them in loose bunches, mixed posies or adds display foliage to create beautiful arrangements.
Florists only sell about half of all retail flowers – competition comes from supermarkets; petrol stations; convenience stores; fruit and vegetable shops; road-side stalls and internet retailers – so they respond by specialising in freshness, quality, customer service, special orders and complementary gift lines.
> Floristry is a small sector and businesses average three staff.
> it’s the most female-dominated sector in retail – with women in more than four of every five jobs.
> three-quarters of all staff are trade (floristry) skilled – the usual entry point, so youth employment is low.
> More than half the workforce is aged 40 or older – and there are low levels of management, support or other sales roles.
three out of every five purchases are gifts – bought mostly by men – while about one-quarter are for home decoration – bought mostly by women over 50.
Businesses often have regular orders in place, while hotels/motels, funeral parlours and reception centres are other important customer groups.
Australian native flowers (wildflowers) are becoming more popular – as is including a gift in the arrangement, such as wine, chocolates, balloons and soft toys.
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whAt JoBs ArE AvAilABlE?
> sales assistant
> Florist assistant
> Florist
> Delivery driver
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ChArACtEristiCs Floristry sECtor rEtAil sECtor AvErAgE
total number of businesses 174 961
% of businesses with turnover: < $200K, $200K+ 43%, 57% 48%, 52%
Number of employees 517 5885
Employees in management roles 39 people = 8% 1149 people = 20%
Employees in technical and trade roles 383 people = 74% 577 people =10%
Employees in sales roles 41 people = 8% 2464 people = 42%
Employees in support roles 54 people = 10% 1695 people = 28%
Average no. of employees per business* 3 6
ratio of male to female employees 14% male / 86% female 43% male / 57% female
Age profile breakdown: < 19yrs, 20–39yrs, 40+yrs 5%, 44%, 51% 21%, 42%, 37%
Floristry - sA rEtAiliNg stAtistiCAl sNAPshot
* this average is representative of all businesses within this sector. A sector with a large number of micro businesses may distort the average.the statistical data used in this publication has been derived from information provided by the Australian Bureau of statistics which includes: C- Data online 2006 Census collated by state/territory (stE) and industry of Employment (ANZsiC06) (iND06P) & Catalogue no. 8165.0 – Counts of Australian Businesses, including Entries and Exits, Jun 2003 to Jun 2007.
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YOUR FLORISTRY CAREER STARTS AT EXCELLENCE IN EDUCATION & TRAINING
Start your Floristry career with Excellence in Education & Training. You can choose between the Certficate II, III and IV in Floristry. Our Floristry courses provide an excellent opportunity for you to learn all aspects of floristry, contemporary flower arranging and design as well as important retail skills. Each course is designed to meet a wide range of job outcomes and support a diverse range of career paths and business models.
Graduates will receive a nationally accredited qualification in Floristry, skilling them to work in the Floristry industry which is part of the wider retail industry that employs over 100,000 people.
Excellence in Education & Training (E.E.T.) is a registered training organisation in Adelaide’s CBD that provides accredited qualifications and courses in Floristry, Retail, Makeup Services and English Proficiency and Master of Ceremonies (“So You Think You Can Talk”). Our course list is growing and from 2012 we aim to offer more education and training options.
Our team is genuinely student focussed and we firmly believe that when our students achieve and succeed then so do we.
Call our team to discuss how we can assist you towards your future career pathways.
Excellence in Education & TrainingTel: (08) 8410 8938 Fax: (08) 7225 0406Level 7 East Wing, 50 Grenfell St, Adelaide, 5000Email: [email protected]
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whErE Do i stArt?
> Courses for fun – ‘Beginners Floral Art’ workshops will show you have an interest
> Casual or part-time work is usually available around Christmas, Mother’s Day, Easter and valentine’s Day
> Ask about a school-based apprenticeship in floristry or retail
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Industry snap shot
name: rosie stavrou age: 45
place of Work: Excellence in Education & training
role: Floristry Co-ordinator and trainer
Qualifications: Certificate ii in Floristry, Certificate iv in training and Assessment
Benefits: throughout 30 years of floristry i designed floral arrangements
for all occasions – including a viP function for the governor-general! My
favourites were for weddings and valentine’s Day, because they made these
days extra special for customers. From initial work experience, extensive
on-the-job training and exposure to many techniques and designs, i went
on to manage day-to-day operations. Now i enjoy nurturing and building the
skills of our future florists – and it’s a pleasure to be part of their growth and
achievement. the early starts for fresh flowers can be a challenge, but floristry
gives you so many skills, helps you meet so many people and lets you really
express yourself. it can be a career for life!
Estimated salary range for this job role: $61K–$80K
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QuAlitiEs to gEt A JoB?
> Friendly, pleasant approach
> like flowers and plants
> Able to learn new skills
> Creative flair and colour sense
> Able to work with basic maths
> Neat personal presentation
> Enjoy helping people with selections
> respond to people who are happy, excited or sad
> good hand-eye coordination
> Pleasant telephone manner
> Able to work under pressure
> understand the need to work quickly
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YOUR CAREER. CAN YOU PICTURE IT?
FLORISTRY
ENGLISH PROFICIENCY COURSES “SO YOU THINK YOU CAN TALK” RETAIL COURSES
EXCELLENCE IN EDUCATION & TRAININGwww.eet-learning.com.au
MAKE-UP
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tAsKs & worKiNg CoNDitioNs
initial work will include taking payment for purchases and keeping good records for telephone orders; wrapping and packing purchases for delivery; watering plants and displays; and keeping the shop clean, tidy and attractive.
Customer service includes helping people with their selection or order – for funerals; weddings; births; other special occasions; or corporate events. it’s important to price arrangements accurately according to what flowers and foliage they contain.
Assisting the florist may include trimming individual flowers and leaves to the right length, strengthening stems with wire and assembling decorative trims. with training, you will design and create beautiful arrangements which make a difference to someone’s day!
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Industry snap shot name: Celeste Kerley age: 22
place of Work: tynte Flowers role: Florist
Qualifications: Certificate ii in Floristry, Certificate iii in Floristry
Benefits: when i first started i was doing behind the scenes stuff like
preparing vases before becoming a florist. while at tynte i completed my
Certificates ii & iii in Floristry through tAFE sA. the company paid for my
training and i have now been working at tynte for 2½ years. in my current
role i do floristry and some quality control. the most enjoyable part of my job
is doing the one off arrangements and also quality control checks of other
florists’ arrangements when required. i love the creativity and flexibility of the
role. i enjoyed doing my course and built my career from there. i have gained
confidence and customer service skills and would encourage others into the
industry because it is a lot of fun! you meet lots of new people and within
floristry you can do your own thing and be creative as its fun with relaxed and
flexible working hours. Be confident with what you are doing and have a go at
everything - never say no!
Estimated salary range for this job role: $21K–$40K
12SA Retail Careers Atlas 2010 > 49
Retail is Everywhere | Sectors
EXECUTIVE
PROCURE PRESENT SUPPORT SELL DISTRIBUTE MANAGE
Usually requires the Graduate Certi�cate or higher quali�cation in addition tosigni�cant industry experience
CEO • Regional /Area Manager • Business Owner • State Manager • National Manager • CEO • Regional/Area Manager • Business Owner
Usually requires a level of skill equal to a Diploma and at least5 years experience
Usually a skill level equal to aCerti�cate III or IV quali�cation or at least 3 years experience
Usually a skill level equal to completion of at least Year 10,Certi�cate I or II quali�cation
ENTRY LEVEL
SUPERVISORY
MANAGEMENT Senior BuyerPurchase Manager
Merchandise Manager
BuyerAssistant BuyerTrainee Buyer
Sales Assistant Store Person
Re-�ller
Visual MerchandiserMarketing Manager
Display Manager Head Merchandiser
Visual MerchandiserDisplay Designer
Shop FitterMerchandiser
Night Fill ReplenishmentHousekeeping
Apprentice Shop Fitter
Accountant / Financial ManagerWeb Sales / IT Manager
Loss Prevention ManagerProduct Specialist
Lawyer
Store Maintenance O�cerCredit & Loan O�cer
Loss Prevention SupervisorIT Support Technician
ClerkCustomer Service
Cleaner Loss Prevention O�cer
Marketing ManagerPromotions ManagerAdvertising Manager
Assistant Sales ManagerFloor ManagerTeam Leader
Department Manager
Sales AssistantSales Representative
Logistics ManagerSupply Chain ManagerWarehouse ManagerOperations Manager
Distribution ManagerStoreperson
Despatch Coordinator
Warehouse AttendantForklift OperatorDelivery Driver
Store ManagerHR Manager
Operations ManagerTraining Manager
OHS Supervisor Sta� SupervisorRoster Manager
Training Manager
Some retail jobs involve working
across multiple occupations and
streams. For example the manager of
a small shoe store can be the buyer,
visual merchandiser, sales assistant,
cleaner and staff supervisor.
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whAt trAiNiNg is AvAilABlE?
retail Qualifications
Certificate ii in Floristry
Certificate iii in Floristry
Certificate iv in Floristry
Certificate ii in retail
Certificate iii in retail
Certificate iv in retail Management
Diploma of retail Management
Diploma of visual Merchandising
relevant Qualifications From other Industries
Certificate iv in small Business operations
Qualifications can be achieved through an Australian Apprenticeship or through a nationally accredited training course.
rElAtED sECtors
specialty stores
horticulture
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CArEEr iNForMAtioN
www.aatinfo.com.au
www.jobguide.deewr.gov.au
www.myfuture.edu.au
www.serviceskills.com.au
www.serviceskillssa.com.au
www.workforceinfoservice.sa.gov.au
EMPloyErs
tynte Flowers
Blooms
Centennial Florist and gift baskets
Chill Flowers
Executive Flowers
Flowers of Adelaide
Flowers r us
roses of Elizabeth
victoria Flowers of hyde Park
®
Proudly produced by service skills sA © 2011
Ph: (08) 8362 6255 www.serviceskillssa.com.au
to find out more about retail careers visit: www.retailexecutive.com.au
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sECtor AMBAssADor CoMMErCiAl PArtNEr
rEtAil EXECutivE PArtNErs
this publication has been produced as an outcome of the retail Executive Master Plan Project which is being proudly facilitated by service skills sA and part funded by the south Australian government through the Department of Further Education, Employment, science & technology.
Excellence in Education & Training
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Excellence in Education & Training