Floriculture

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Floriculture

• Original by Linda Rist
• Modified by Georgia Agricultural Education
  Curriculum Office
• September 2005

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The retail florist industry has been promoting
the use of flowers and not just for special
occasions
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Flowers add a feeling of warmth and welcome to
any room.
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There are several job types within the
floriculture industry ranging from design to
sales.
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Working in a retail florist allows people to
work with flowers as well as the emotions that
they represent.
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Different types of shops serve different groups
of the population.

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

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Examples of different types of shops include
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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.

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Specialty Shop

• Targets a specific need in the market by
  specializing in one segment of the industry.
• 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 ShopCaters to an elite clientele

• 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 ShopCash and Carry Operations

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

• 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.
• Resale products may have to be purchased from
  the parent company. Franchise price is usually
  high the owner may pay a portion of gross sales
  to the parent company.
• Franchise provides a business with instant
  recognition.

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Mass-Market shop Located in a general
merchandise chain store or grocery store

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

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Wholesale FloristLink between the grower and the
retail florist

• The wholesaler purchases flowers from growers
  around the world and supplies them to the local
  retail shops.
• Wholesalers also supply plants, giftware
  containers, etc.

Wholesaler
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Job opportunities in the retail flower shop

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

Most are individually owned or family operated
employing fewer than ten people.
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Areas for job opportunities in a retail florist
shop include
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Owner/Manager

• Responsibilities will include hiring, training,
  supervising designer, salespersons, and delivery
  personnel.
• Managers may also plan work schedules, order
  supplies and flowers, coordinate sales promotion
  and advertising, and supervise or maintain shop
  records.
• 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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Designers Assistant A person training to become
a designer.

• Work with and observe the construction of a
  variety of floral designs.
• Usually coordinate the designers orders and keep
  all needed materials on hand.
• May prepare containers, select and wire flowers,
  and construct bows for arrangements.
• The assistant may fill out the card and delivery
  tag and prepared the product for delivery.

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DesignerArranges 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.
• Head designer is responsible for assigning
  specific work to other designers.
• Head designers also are responsible for special
  sales. This is a difficult task, as the designer
  must estimate the amount of materials needed. If
  too few are ordered the shop will lose sales, if
  there are too many flowers on hand they must be
  thrown away.
• The quality of the designers work affects the
  customers happiness and satisfaction with their
  product.

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SalespersonMust deal in telephone and direct
face to face sales.

• Must know about flower care, plant care, and
  floral designs. Must be able to offer customers
  appropriate suggestions.
• MUST have a friendly attitude!

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Delivery Person

• This service is a convenience to the customer.
  It distinguishes full service florists from
  mass-market florists such as those in some
  grocery or drug stores.
• Should be able to repair damaged arrangements if
  necessary.
• Duties packaging orders and loading flowers into
  the delivery vehicle.

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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
• A love for working with flowers

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Where to start

• Many designers begin their training in high
  school or post secondary vocational technical
  programs.
• There are a number of floral design schools
  throughout the nation.