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...
California Wildfires

December 9, 2017

Southern California Wildfires Narrowly Miss Most Grower Operations

Here’s an update on horticulture businesses in the areas affected by the California wildfires.

Read More
Weigela Czechmark (Spring Meadow Nursery)

December 8, 2017

Spring Meadow’s New Logo Highlights Focus on New, Colorful Shrubs

In a move that highlights its commitment to developing new, colorful flowering shrubs, Spring Meadow Nursery has unveiled a new logo.

Read More
HortScholars

December 8, 2017

HortScholars Program Now Accepting Applications for 2018

Do you know any college students currently in a horticulture-related program? This unique program gives them a chance to connect with industry leaders and make new connections at Cultivate.

Read More
Latest Stories
California Wildfires

December 9, 2017

Southern California Wildfires Narrowly Miss Most Grower…

Here’s an update on horticulture businesses in the areas affected by the California wildfires.

Read More
Weigela Czechmark (Spring Meadow Nursery)

December 8, 2017

Spring Meadow’s New Logo Highlights Focus on New, Color…

In a move that highlights its commitment to developing new, colorful flowering shrubs, Spring Meadow Nursery has unveiled a new logo.

Read More
HortScholars

December 8, 2017

HortScholars Program Now Accepting Applications for 201…

Do you know any college students currently in a horticulture-related program? This unique program gives them a chance to connect with industry leaders and make new connections at Cultivate.

Read More
Kellee O'Reilly

December 5, 2017

We Are Not Immune: An Open Letter to the Green Industry…

We’re an industry rooted in family values, farming, agriculture, passion for nature, and faith. We are also an industry made up predominantly of men in positions of leadership. During an interesting watershed moment that is happening culturally at present, it's important for the green industry to address its own issues.

Read More
GROW-Summit-2017-Group-Photo

December 5, 2017

GROW Summit 2017 Tackles Marketing and Business Managem…

This year’s think-tank style event brought together leaders from across the green industry to deliberate on topics such as disruptive marketing, cost accounting, and Millennials, to name a few.

Read More

December 5, 2017

Skagit Horticulture Builds New, Inclusive Business With…

By merging two large-scale producers, Skagit Gardens and Northwest Horticulture, the new company has realized its strengths through focused divisions that emphasize efficiency and success.

Read More
Young-Grower

December 4, 2017

New Report Shows Older Growers Outnumber Younger Grower…

A survey conducted earlier this year by the National Young Farmers Coalition highlights the far-reaching set of challenges faced by today’s young growers, including rising debt and a struggle to find quality employees.

Read More

December 4, 2017

Raker-Roberta’s Young Plants Debuts as Roberta’s Finali…

On December 1, Eric Wallien of Roberta’s Inc. in Waldron, IN, officially purchased C. Raker & Sons in Litchfield, MI. The new identity of the company is now Raker-Roberta’s Young Plants, according to a Dec. 1 letter to Raker’s customers, suppliers, and business partners from Vice President Susie Raker-Zimmerman. “There have been minimal changes in management and we will be providing the same products and services on which we have built our reputation in the industry,” Raker-Zimmerman said in the letter, which also announced the name change and new logo. The sale of C. Raker & Sons was announced in September . A series of events affecting Raker’s financial situation caused the need for the operation to find an alternate solution. Roberta’s had been a customer of Raker’s since 2011, and the fourth generation, family owned grower-retailer was a fan of Raker’s commitment to quality. The agreement to purchase C. […]

Read More
Worker-Protection-Standards

November 30, 2017

How the New Worker Protection Standard Rules Will Affec…

Keep your employees safe by keeping current with the new Worker Protection Standards for 2018. Here’s a quick summary of the changes coming your way.

Read More
Weigela ‘Maroon Swoon’ (Van Belle Nursery)

November 28, 2017

Van Belle Nursery Among Finalists for International Gro…

The International Association of Horticultural Producers announced nine finalists for its 2018 International Grower of the Year Awards, which will be presented at IPM Essen in January 2018.

Read More
Photo-with-Endless-Summer-Hydrangea

November 27, 2017

Why It’s Important to Get to Know Consumers at th…

One way to learn about consumer behavior is to get boots on the ground and engage with them.

Read More
Jim-Steger-and-Scott-Sterling-J-Berry

November 25, 2017

J. Berry Nursery Strengthens Expertise in Product Devel…

The company recently hired Scott Sterling as Supply Chain Manager and Jim Steger as Production Resource Planner.

Read More
ASCFG-Gretel-and-Steve-Adams-Sunny-Meadow-Flower-Farm-feature

November 22, 2017

Growers Showing Renewed Interest in Specialty Cut Flowe…

At the brink of its 30th anniversary, the Association of Specialty Cut Flower Growers is connecting a diverse and growing group of members dedicated to producing and marketing cut flowers.

Read More
Griffin Pennsylvania Expo

November 22, 2017

Griffin Sets Dates for 2018 Grower & Retailer Expos

The company will host two Expos next year — one each in Massachusetts and Pennsylvania — and each will be a two-day event.

Read More
Berger-Equipment

November 17, 2017

How You Can Help Berger in Donating to Hurricane Harvey…

Between Nov. 23-27, Berger will donate $1 for every download of its free technical plant production guides to hurricane relief efforts.

Read More
Damarys-Mora-Crawford-Costa-Farms

November 16, 2017

Costa Farms’ New Marketing Director Eager to Tap Into C…

In her new position, Damarys Mora Crawford will lead Costa Farms’ marketing team and create and execute strategic marketing initiatives to support continued sales growth for the company’s retail customers.

Read More
Cordyline Candy Cane (Excelsa Gardens, Inc.)

November 14, 2017

Garden-Retailers Pick Their Favorite Products From The …

Grower-retailers have once again named their favorite new products, this time as part of the Cool Product Awards at The Landscape Show 2017 in Orlando, FL. Awards were presented to 12 companies, representing 14 products.

Read More
Seed-Your-Future-feature

November 9, 2017

Dümmen Orange Throws Support Behind Seed Your Future In…

Dümmen Orange has announced it will pledge $450,000 over the next three years to Seed Your Future, the non-profit organization whose mission is to promote horticulture in the U.S. and inspire people to pursue careers working with plants.

Read More