Cultivate’15: Keynote Nancy Fire Says Use Passion, Trends And Branding To Stay Relevant

In the second keynote presentation at Cultivate’15, Nancy Fire, founder and creative director of Design Works International, discussed how the horticulture industry can capitalize on the latest design and lifestyle trends.

Fire works with companies to help bring their designs to the next level, and she has expertise with textiles and surface design, market analysis and corporate rebranding. She was appointed as design director for HGTV HOME in 2011. Fire says customers today are interested in companies that show passion for what they do. That, combined with following the general direction of trends and maintaining a brand, are what will keep horticulture businesses relevant to their customers.

A trend isn’t just a passing fad, Fire says, but rather, it indicates that something is developing or changing in a certain direction. Plants are important to consumers today, and fit into current trends, both inside and outside the home, Fire says.

“I don’t think you guys realize that you are trendsetters,” Fire said to the audience.

Some consumer trends she outlined in her presentation included:

  1. Value consciousness. Consumers want the most bang for their buck, and they tend to do their research before making a purchase.
  2. People power. Spreading information through social media or word of mouth.
  3. More multi-cultural consumers.
  4. Rise in social responsibility. Consumers show more compassion for the environment, and they appreciate locally sourced products.
  5. Mobile cocooning. Consumers are increasingly reliant on their mobile devices.

Fire also highlighted the importance of branding. Having a particular identity or image is regarded as an asset, she says. Also, businesses should pay attention to millennials, the generation with the greatest purchasing power, Fire says.

“It’s so important to be aware of your surroundings, especially when it comes to millennials,” Fire says.

Color Trends Are Important To Horticulture

Fire focused on various color trend categories, such as artisan blues, tonal greens and terracotta, as well as trendy motifs, like watercolor florals and botanical life, graphic prints, DIY or artisan pieces and mixing of metals and wood in decor. Many of the trends could be incorporated easily into products the horticulture industry offers, Fire says.

“You are trendsetting, but you are not giving yourself the credit for it,” Fire says. “They (consumers) are looking to you.”

Fire emphasized that imperfect, natural, or handmade décor is particularly popular. At the same time, there is also a desire for bold colors and a more daring modern, urban or eclectic style.

“You have beautiful products – you can be all things to all people,” Fire says. “I just want your level of thinking to be a little bit different.”

Fire urged the audience to give themselves more credit for what they do, and use what they have to appeal to customers’ diverse tastes, saying that, “people are aware of the beauty of plants.”

Topics:

Leave a Reply

More From Management...
Biocontrols in a Greenhouse

May 22, 2018

Register Now for Award-Winning Online Greenhouse Growing Courses

Learn about production cost and profit, as well as the basic behind plant science, via two online classes being offered by the University of Florida.

Read More
Westerlay-Orchids-School-Donation

May 19, 2018

Westerlay Orchids Shows Its Support for Local Schools

Proceeds from all sales the company made during the Carpinteria Greenhouse and Nursery Tour will be donated to fund STEAM (Science, Technology, Engineering, Art, and Math) programs.

Read More

May 18, 2018

Five Education Tracks Set for IGC Show

The event will feature topics such as online sales, store renovations, and more.

Read More
Latest Stories
Biocontrols in a Greenhouse

May 22, 2018

Register Now for Award-Winning Online Greenhouse Growin…

Learn about production cost and profit, as well as the basic behind plant science, via two online classes being offered by the University of Florida.

Read More
Westerlay-Orchids-School-Donation

May 19, 2018

Westerlay Orchids Shows Its Support for Local Schools

Proceeds from all sales the company made during the Carpinteria Greenhouse and Nursery Tour will be donated to fund STEAM (Science, Technology, Engineering, Art, and Math) programs.

Read More

May 18, 2018

Five Education Tracks Set for IGC Show

The event will feature topics such as online sales, store renovations, and more.

Read More
Ian Baldwin

May 17, 2018

Ian Baldwin: Why the Rise of the Under 35s Will Help Yo…

In his latest blog, garden retail consultant Ian Baldwin says this new generation of plant buyers is seriously engaged in gardening, and is using social media to help become successful plant owners.

Read More
Perennial-Plant-Symposium

May 16, 2018

2018 Perennial Plant Symposium Offering Power to the Pe…

Perennial and gardening enthusiasts of all experience levels are invited to attend plant discussions on Monday, July 30 for a chance to hear from the best in the field on a range of topics.

Read More
Growing Innovations conference and tradeshow logo

May 14, 2018

Growing Innovations Geared to Connect Specialty Ag With…

Innovation abounds in agriculture, yet it can feel sometimes as if the gap between exciting new developments and what growers actually need in their operations can be awfully wide. We at Meister Media Worldwide intend to help narrow this gap. Which is why we’re pleased to introduce Growing Innovations – an altogether new type of event that will debut Nov. 7-8 at the Las Vegas Convention Center in Las Vegas, NV. Unlike most agricultural events and trade shows, Growing Innovations is not about technology per se, nor is it about everyday issues that growers face. Instead, this new conference and tradeshow is very acutely solutions oriented. It takes as its starting point specialty crop growers’ most pressing real-world challenges – production efficiency, labor and water shortages, logistics, and data management to name just a few – and showcases advances, both current and up-and-coming, that have the greatest potential to bring […]

Read More
Laura Drotleff

May 8, 2018

Greenhouse Production Costs Keep Going Up, So Why Are P…

There is a general sentiment within the industry that pricing needs to be reevaluated to better account for the trend toward rising input costs.

Read More
2018-Top-100-logo-with-image-feature

May 7, 2018

2018 Greenhouse Grower Top 100 Growers: The Complete Li…

Strong growth among the nation's largest growers shows no signs of slowing down, as nearly a third of the Top 100 growers have significantly expanded production, and many have ongoing projects underway.

Read More
Lean-Event-at-Smith-Gardens-feature

May 3, 2018

How Companies Can Work Together to Solve Problems and B…

Pacific Northwest Lean consortiums show what growers can achieve when they work together to solve problems and improve labor efficiencies.

Read More
Luxflora Networking

May 1, 2018

Luxflora Launches Flourish Funding to Support Women-Led…

The nonprofit, floriculture organization plans to announce its first Initiative winner at Cultivate in July and encourages interested applicants to submit their applications by May 31 to be considered.

Read More
Greenhouse-Space-Tracking

April 27, 2018

Five Keys to Accurate Greenhouse Production Costing

There are several steps you can take to make sure you understand the true costs of running your business.

Read More

April 26, 2018

ForwardGro Advances Medical Cannabis in Maryland With F…

Building on roots in agriculture, this new medical cannabis facility continues to implement process improvement to provide quality medical-grade product for the patients who need it.

Read More
Mucci-Farms

April 24, 2018

Mucci Farms Completes First Phase of its New Ohio Tomat…

The new facility, the company’s first expansion outside of Canada, encompasses 24 acres, with harvest set to begin in May.

Read More
Seed-Your-Future-Initiative-Release-3.3.16-1

April 24, 2018

Bloom Campaign by Seed Your Future Will Address “Plant …

BLOOM! connects young people to the power of plants to build a pipeline of future talent for the industry behind them: horticulture.

Read More
Griffin-Massachusetts-Cannabis-Workshop

April 23, 2018

Griffin Hosting Cannabis Growers Workshop in May

The half-day program in Colorado will focus on several aspects of crop fertility and nutrition delivery strategies.

Read More
AFE-Flower-Marketing-Videos

April 20, 2018

Your Weekly Chance to Market the Positive Vibes That Fl…

Each week between now and the end of the year, American Floral Endowment will post a new video promoting flowers.

Read More
Dual Income No Kids (DINK) Young Couple

April 10, 2018

Make Plans to Attend the NICH Annual Conference in Atla…

Everyone in every aspect of consumer horticulture is invited to attend and help create a unified, strategic plan around industry-wide priorities.

Read More
2016 Massachusetts Horticultural Society Field Trials

March 31, 2018

Save the Date for the 2018 Northeast Greenhouse Confere…

This year’s conference takes place Nov. 7-8, 2018, and offers growers a great opportunity to learn, share, and connect with other industry professionals.

Read More