Floral design trends
Eight industry professionals look forward in floral and share
tips to help you plan ahead.
The future is always a
bit uncertain, but now, perhaps more than ever, some guidance
from respected floral professionals could be important for
meeting customers’ needs. We consulted eight industry veterans,
and, without question, they all tell us that the economy will be
the strongest influence on florals and their design styles for
the near future. In addition, these designers offer suggestions
for products that will appeal to flower buyers in the months to
According to the experts we consulted, consumers’ budgetary
considerations will lead to a “scaling back,” both in size and
price, of floral arrangements. “Splurging is out,” notes Kim
Morrill, AIFD, designer, product developer and owner of
Morrill Support Inc. in Seattle, Wash.
Nevertheless, expectations will remain high. “Flowers
are luxury items, so when money is tight, arrangements must
really have something to catch attention,” Ms. Morrill shares.
And customers will want significant value for the money spent.
“‘Value-added’ is everything,” concurs René van Rems, AIFD,
of René van Rems International in Vista, Calif.
Most designers recommend that florists emphasize
long-lasting flowers, so consumers feel they’ve gotten a great
deal for their dollars. Grander masses of small-bloomed
selections will contribute to perceived value.
Another aspect of the value equation is flower type,
and some consumers will seek premium blooms although fewer than
they would have in the past.
However, when consumers are cautious in their
purchases, they often avoid taking risks and, instead, opt for
traditional favorites. “In supermarkets, the most popular
arrangement will continue to be a dozen roses arranged with
fillers and greens,” relates Pam Smith, AAF, PFCI,
director of marketing for Nature’s Flowers in Miami,
Fla., and a Super Floral Retailing editorial adviser.
Being good stewards of the earth is quickly becoming a way of
life, and this ecologically inspired thinking has led to
interest in natural products—or those that appear to have come
from nature. So stones, mosses, pods and other botanical
elements will have even broader appeal.
“Natural woods and stone and other elements with
‘earth-friendly’ appeal will dominate,” reports Walter
Fedyshyn, AIFD, PFCI, president of the American Institute
of Floral Designers (AIFD) and project manager and lead
designer for Anthony Gowder Designs, Inc. in Chicago,
Foliages are naturals for “green” arrangements, and at
Schnuck Markets, Inc. in St. Louis, Mo., customers select
them for home and office display. “In vase arrangements,” shares
Design Coordinator/Trainer Rhonda Lynn-Moeckel, AIFD,
“mixtures of foliages are very popular.”
When times are tough, consumers turn to comforting colors, and
warm hues seem to convey the nurturing we need. In addition, a
range of sunny yellows trending to oranges is expected to draw
consumer interest. “Analogous color harmonies—neighboring colors
on the color wheel—are emotional and good choices for these
times,” assures Ms. Morrill.
Bold colors also are
proven to captivate. “Vibrant colors draw customers into our
departments,” agrees Ms. Lynn-Moeckel,
“and customers really like monochromatic [palettes]. Purples are
very popular,” she adds.
Whatever color palettes are currently attracting customers,
though, remember the importance of cohesion. “The entire
department should look cohesive and in tune with the season,”
assures Ms. Smith
Super Floral Retailing •• Copyright 2009
Florists' Review Enterprises, Inc.