Luxflora Launches With Cultivate Speaker Event, New Website

LuxFlora logo feature imageA new organization for women in horticulture that aims to change the way consumers think about flowers, launched at Cultivate’15 by sponsoring Ketty Maisonrouge, a marketing expert, who presented “How To Create A Luxury Brand.” Luxflora recently launched its website, as well as a page on LinkedIn, to facilitate networking among women in horticulture. The organization is working on next steps, including setting up a board of directors and officers. Updates and information on future events will be available at the Luxflora website as they are scheduled. Read about Luxflora’s mission and what it hopes to accomplish in “Luxflora Wants To Create A Lifestyle Movement.”

In the session during Cultivate, Ketty Maisonrouge, owner of KM & Company, adjunct professor of luxury strategy at the Columbia University Business School and the author of “The Luxury Alchemist,” presented her ideas and expertise on luxury strategy marketing, and how it applies to horticulture. She showed audience members how she has been successful in several luxury endeavors.

Creating A Luxury Brand

When you think of some of the more common luxury brands in the world, some that may come to mind – Starbucks, Apple – represent items that people don’t absolutely need, but think they need. For example, Starbucks is less of a product than it is an experience. It’s a store where you can go to drink high-priced coffee, yes, but it’s also a luxury to sit and drink your coffee, check your eMail, read a book or talk with a friend. Similarly, Apple is a luxury brand in that it represents new technology and design that is constantly being improved upon. We don’t need the newest model of iPhone, but we think we do.

Maisonrouge provided several examples of a company in which she invests, L’Olivier, a floral company in Manhattan, and described how she helped build it into a luxury brand.

Study Trends And Microtrends

When you begin the process of luxury branding, you need to know all of the different microtrends happening within your industry and among consumers. This knowledge will help you position your products. One huge industry issue is that a lot of flowers are available at big box stores and grocery chains at discount prices.

Tell The Story

A successful exhibit by luxury clothier Hermes, titled, “A Scarf Is Born,” showed the entire process of making an Hermes scarf, from beginning to end. Many consumers who viewed the exhibit came away saying, “Now that I have seen the process and know what is involved, I will never again say the scarfs are expensive.”

It’s important to educate consumers about your product and the process you go through in growing and marketing it from beginning to end.

Study The Competitive Landscape

In a high-end, competitive landscape, you must study your competitors and try to understand who is doing good things and why they are successful. When you come across a good idea, figure out how you can tailor it to your company and product, and make it your own. What would you do to change it? What about the idea would not work for you?

Make It Part Of A Lifestyle

In Europe, when people entertain and invite others to dinner parties, the number one gift presented to the host is flowers. In the U.S. the number one gift is wine or some kind of alcohol, followed by chocolate and finally, flowers are somewhere down the list at number three or beyond. Flowers are not an immediate part of the American lifestyle, which is a challenge. Create your brand with a purpose to change that.

Study eCommerce

Ask yourself, as a customer, why do I buy? Amazon, for example, offers convenience and a quick buy. You can do the same, but with luxury positioning. Don’t underestimate the power of your website, and the power of convenience.

Identify Brand Personality, Promises

Identify how your brand is different. What is your brand personality? Create a brand book. All high end brands have these – Hermes, Yves Saint Laurent, etc. What are your brand promises? Identify what you are promising your customers through your brand, i.e. “Bouquets will last nine days versus one day from the supermarket.”

If anything goes wrong, take responsibility, even if it’s not your fault. Send replacements immediately, along with chocolates and extra gifts.

Grow Your Line

Create something that is not perishable with the same brand imprint. For example, candles go well with flowers, so L’Olivier created its own line of candles.

Bring Your Brand To The People

L’Olivier created a Valentine’s Day Pop-up Shop. It knew it wouldn’t make money, but it offered a test market that gauged interest in that area. This brings your brand to others who are not used to it or may not be aware of it. Extend yourself beyond your comfort zone into a text market, and try to keep the pop-up shop open for at least a few weeks, but ideally for three months.

This should be accompanied by events like online scavenger hunts via social media, in which you ask the public to do one thing to get something – not three things, just one. A pop-up shop for L’Olivier at L’Alique, a crystal company, did this, and was very successful. A pop-up shop offers animation and new opportunity. Plan an event strategy before the shop launches, lay the groundwork and present new events every week or every few weeks. The longer you are there, the better.

This can work for anniversaries, as well. It shows customers how long you’ve been around, that you know what you’re doing and you’re not going away. It also extends your brand imprint into others’ minds who might not be aware of your business, or may not yet be a customer.

Invest In Social Media

Although it may seem so, social media is not free. You still have to pay someone to do it, and you have to know the medium, know how to use it and know your audience.

Develop Your Own Strategic Plan

What are your objectives? Where do you see your business in five years? What are the potential challenges for your brand? You need to continue to think of new ways to do things, and grow and freshen your business.

To read more about Luxury Branding, check out Maisonrouge’s book, “The Luxury Alchemist.”

Topics: , , ,

Leave a Reply

More From Management...
MANTS

December 16, 2017

Join the Emergent Group During a Reception at MANTS

“Emergent: A Group for Growing Professionals” will once again be hosting its Emergent Networking Event at MANTS in Baltimore, MD. The event will be held on Wednesday, Jan. 10.

Read More
Tillandsia Air Plants (Plantiflor)

December 15, 2017

Bonsall Nursery Devastated By California Wildfire

Rainforest Flora lost its main greenhouses and outdoor growing property in the Lilac Fire in San Diego.

Read More

December 15, 2017

Your AFE Donations Will Be Matched Between Now and the End of the Year

Between now and December 1, any donations made to the American Floral Endowment will be matched up to $20,000.

Read More
Latest Stories
MANTS

December 16, 2017

Join the Emergent Group During a Reception at MANTS

“Emergent: A Group for Growing Professionals” will once again be hosting its Emergent Networking Event at MANTS in Baltimore, MD. The event will be held on Wednesday, Jan. 10.

Read More
Tillandsia Air Plants (Plantiflor)

December 15, 2017

Bonsall Nursery Devastated By California Wildfire

Rainforest Flora lost its main greenhouses and outdoor growing property in the Lilac Fire in San Diego.

Read More

December 15, 2017

Your AFE Donations Will Be Matched Between Now and the …

Between now and December 1, any donations made to the American Floral Endowment will be matched up to $20,000.

Read More

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