Canada’s top floral designers talk trends
Floral design is greatly influenced by worldwide cultural trends and societal shifts. It may be comfortable to focus your business activities on the same designs and markets year after year but that won’t make your business “built to last.” I had a chance to chat about future trends with four of Canada’s very talented floral designers. They generously offered me wonderful insights into the big business trends for 2008 and beyond.
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Derrick Foss
Just Me Flowers
Toronto |
Kathy Mustard
Creative Floral
Concepts
Mississauga
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Hitomi Gilliam
instructor, lecturer
and author
British Columbia
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Neville MacKay
My Mother’s
Bloomers
Nova Scotia |
The panel included: Derrick Foss, Kathy Mustard, Hitomi Gilliam, and Neville MacKay.
CF: How closely do floral colour trends dovetail with fashion colour trends? What do you see as the big floral colour stories for 2008?
Derrick: Floral trends follow fashion trends quite closely and we’re seeing the return of the little black dress, which suggests a sophisticated elegance. Green is the new neutral and it comes in shades of fern,
palm and pine. Pinks to reds are very strong.
Kathy: Fashion is the inspiration for décor, which in turn influences floral design. Black and white is strong still for spring with lots of shades of green, soft yellow, browns, aqua. We need to understand that consumers are following home décor more closely now than ever before and flowers are considered decor.”
Hitomi: Floral trends stay abreast of fashion trends quite closely. I’ll ask an audience of floral designers to look at what they’re wearing – it’s usually a colour that’s in fashion. Then I’ll ask them ‘why aren’t you using these colours in your design?’ Younger consumers want a brighter, hotter colour pallet. These are the consumers of tomorrow.
Neville: Backgrounds are clean – black, grey, white with punches of colour. Grey is less “in your face” than black and white so it’s easier to live with. If there’s a new trend it’s best to introduce it into your designs a bit at a time. It’s like introducing someone to a new food – just a bit on the side of the plate is less threatening then a whole heaping portion.
CF: How is floral styling evolving? Are the arrangements moving to a more natural look and feel?
Derrick: The “roundy-moundy” triangular shape is giving way to a less structured triangle with more space between the elements. Flowers have become a staging element and the styling needs to reflect this.
Kathy: I tell my classes to pay attention to their consumer. They’re looking for what’s in magazines. Flowers are now more of a home accent rather than a separate item celebrating a special event. European influenced design is a strong trend.
Hitomi: Triangular design is about 20 to 30 years old and the future isn’t here. People are looking at Martha Stewart designs, which are more garden-like in their style. The mix of
floral elements is now gaining importance over the style of the design.
Neville: Arrangements that celebrate one idea are a strong trend. We’re seeing more focus on one statement for example – a bouquet of daises where flowers don’t get lost amongst other flowers.
CF: The environment has replaced health care and education as the number one concern for Canadians. How do you see this playing out in the floral industry?
Derrick: Florists are starting to look for local suppliers and to ask more questions. It’s hard to tell a bride who wants organic flowers at her wedding that she’s limited to a four-inch African violet. Packaging is where most of the focus is now in terms of alternatives to cello and plastic pots.
Kathy: We’re seeing less use of spray paints and plastics as well as fibre pots, which hold water and are designed to break down over a two-year period. Wrapping in paper is gaining favour over plastic. Local growers are promoting origin as a business advantage.
Hitomi: I see young florists embracing environmental issues in their business practices. I know of one example where the entire business was built on the idea that flowers equal sustainability. Flowers are of the earth and their impermanence is part of their beauty. They don’t lie in a landfill like computer hardware does.
Neville: Florists are starting to realize that their very product comes from Mother Earth. Lots of shops are buying from suppliers that employ sustainable business practices. If it’s too cheap then chances are someone in the supply chain didn’t get treated very well.
CF: What life stage events have become a bigger opportunity for the floral industry? Is the prom, formal, graduation segment growing?
Derrick: We’re seeing the return of the debutante with a new twist. Sixteenth birthdays for both boys and girls are becoming more common.
Kathy: Look at the stores in any mall and it’s easy to see who has the buying power right now. Style-wise there’s lots of peer pressure and cues from celebrities.
Hitomi: Proms and graduations are becoming a bigger opportunity but we must reposition our offering. Drop the term “wrist corsage” and start calling it “floral jewelry.” If we’re targeting the younger consumer it must reflect the style of our time.
Neville: Treating ourselves is a new life stage. I’ve partnered with a local clothing retailer who will give vouchers to clients for a complimentary floral arrangement. The customer is told to “go treat themselves” – it’s a strong motivator.
CF: What wedding trends are emerging for the floral industry?
Derrick: Themed weddings are starting to wane in popularity. Second weddings are as big as first weddings. I offer a wedding planning service as well and it’s common for the bridesmaids to hire me when their turn comes.
Kathy: Even first-time brides are older and more sophisticated now. This generally means they’re keen
to explore less traditional designs.
Hitomi: Round bouquets work well to show off a beautiful dress but they’ve been in vogue for some time now. We’re seeing a return to hanging elements on bouquets but not like Lady Di where they spray out. It’s softer – think Tiffany lamp. You can only call it retro if you’ve left it first.
Neville: There’s more foliage in bouquets and we’re working with brides to showcase what’s in season at the time of the wedding so it’s truly at its peak. Pinks to reds are big for next year.
CF: Is there an emerging trend that you think the floral industry should keep its eye on?
Derrick: We need to push the service aspect of what we do. We’re most effective when we educate people about how flowers can improve their lives. Make sure whoever is answering the phone has deep understanding of the floral elements and the stories behind them.
Kathy: Definitely staging “celebration of life events” is a huge opportunity for the floral industry. I’ve staged them with five distinct areas in a large room – each representing a different focus of the life being celebrated.
Hitomi: U.S. event planners are starting to plan “celebration of life” events, which are replacing traditional funerals. Charities and funeral homes aren’t entirely responsible for the loss in market share the floral industry has experienced in the bereavement sector – the industry didn’t make funeral arrangements attractive and in some cases were using old flowers.
Neville: Flowers that smell great are in demand. Flowers that remind you of your grandmother’s garden, like peonies – comfort flowers.
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