Hot For Hort Couture

Hot For Hort Couture

Village Green Nursery’s Jessica Salisbury fell in love with Hort Couture when she discovered it. Instantly, she knew the brand would be a great fit for Village Green’s two garden center stores.

“Our customers seek new and unusual plant material and are always looking for new and creative container garden ideas,” Salisbury says. “I knew in order for the line to be a success, I needed to promote the line heavily in our spring ads.”

But in addition to promoting Hort Couture in ads, Village Green hosted a fashion show featuring models who resembled the brand’s recognizable Lady Couture silhouette. A designer created head pieces made from fresh flowers, and the models walked a runway holding a Hort Couture fashion plate filled with annuals and tropicals.

“My advice for people interested in the [Hort Couture] line is go big or go home,” Salisbury says. “The more you show, the more you will sell. Also, believe in what you are selling and make it work. Train your sales staff on the whole concept and do ‘manic-an’ container gardens. Customers will see the containers made up, and they will want to resemble that container.”

Check out photos from Village Green’s fashion show below.

Leave a Reply

6 comments on “Hot For Hort Couture

  1. I love the concept and I love the press it’s getting, but more than either of those, I love the little old lady in the red coat who looks like she could give a hoot about the whole thing. She’s priceless!

    I’d like to see a follow up with more info. How well was this show attended? I realize we’re looking from the audience, but I only see five different people. How well was it received by those in attendance – especially considering it’s late August? Were any sales attributable to the event? Will they do it again and if so, what, if anything, will they do differently?

  2. These pictures reinforce something that many in our industry refuse to recognize. Generally speaking, it’s the demographic of the people represented in these photos that are (and always will be) our target customer. Some in our industry will have you believe that we need to ‘market’ to the X and Y generations more. The fact is that even the people in these photos were not interested in gardening while they were in their 20’s. It like fine wine; it’s an aquired taste that takes maturity, financial well being, education, etc. before one becomes interested. Just relax…the next generation of gardeners will be there in time. Instead of spending those marketing dollars trying to get a segment of the population that isn’t interested (and won’t be at the age of 20) in shopping your retail garden center, spend it on good high quality product and keep marketing to the Boomers.

  3. A follow up on this article….
    We did our fashion show, at our spring’Garden Party’, which is in April. This is when we launched the line. I had to create a buzz, so that is why I decided on the fashion show. Our Garden Party brings in around 1,000 guests during the weekend. The fashion show had between 50-60 guests. The age group was a great mix. After the show, we sold out of Colocasia’Mojito’ and Tiger Fern. We had 50 of each. We also sold 22 fashion plates with annuals. In our greenhouses, we had the line set up similar to how it was shown at the trade shows, which created buzz on its own. We will be doing a fashion show again in the spring, at the Garden Party. This season we will be teaming up with a local, high end, botique. The models will be wearing her fashions and accessories. The botique will be promoting this to their customers, as well, as their summer fashion show. All in all, the customers that responded to this line were of ages 25 to 60. It did not go over well with the older customer. However, we have enough petunias and geraniums for them. Our general customer is looking for unusual annuals and they want great ideas for their containers. We also have a large number of gen x and y. I am a gen x, so as soon as I saw this line, I really understood it and knew that this is exactly what our customers were looking for!

  4. I love the concept and I love the press it’s getting, but more than either of those, I love the little old lady in the red coat who looks like she could give a hoot about the whole thing. She’s priceless!

    I’d like to see a follow up with more info. How well was this show attended? I realize we’re looking from the audience, but I only see five different people. How well was it received by those in attendance – especially considering it’s late August? Were any sales attributable to the event? Will they do it again and if so, what, if anything, will they do differently?

  5. These pictures reinforce something that many in our industry refuse to recognize. Generally speaking, it’s the demographic of the people represented in these photos that are (and always will be) our target customer. Some in our industry will have you believe that we need to ‘market’ to the X and Y generations more. The fact is that even the people in these photos were not interested in gardening while they were in their 20’s. It like fine wine; it’s an aquired taste that takes maturity, financial well being, education, etc. before one becomes interested. Just relax…the next generation of gardeners will be there in time. Instead of spending those marketing dollars trying to get a segment of the population that isn’t interested (and won’t be at the age of 20) in shopping your retail garden center, spend it on good high quality product and keep marketing to the Boomers.

  6. A follow up on this article….
    We did our fashion show, at our spring’Garden Party’, which is in April. This is when we launched the line. I had to create a buzz, so that is why I decided on the fashion show. Our Garden Party brings in around 1,000 guests during the weekend. The fashion show had between 50-60 guests. The age group was a great mix. After the show, we sold out of Colocasia’Mojito’ and Tiger Fern. We had 50 of each. We also sold 22 fashion plates with annuals. In our greenhouses, we had the line set up similar to how it was shown at the trade shows, which created buzz on its own. We will be doing a fashion show again in the spring, at the Garden Party. This season we will be teaming up with a local, high end, botique. The models will be wearing her fashions and accessories. The botique will be promoting this to their customers, as well, as their summer fashion show. All in all, the customers that responded to this line were of ages 25 to 60. It did not go over well with the older customer. However, we have enough petunias and geraniums for them. Our general customer is looking for unusual annuals and they want great ideas for their containers. We also have a large number of gen x and y. I am a gen x, so as soon as I saw this line, I really understood it and knew that this is exactly what our customers were looking for!

More From Varieties...

October 17, 2017

14 New Shrubs With Fringe Benefits

What’s popular with shrubs? Consumers want varieties that will give them more return on their investment, in terms of long-lasting blooms and multi-season appeal that lasts from spring until fall and at times stretches into the winter months. Here are 14 new varieties of shrubs and sub-shrubs to consider for your product mix in 2018.

Read More

October 14, 2017

PlantPeddler Hosting Poinsettia Variety Day in December

The event will feature side-by-side comparisons of more than 100 commercial and pre-released varieties from seven breeders.

Read More

October 10, 2017

Coastal Callas Is a Dream Fulfilled for Founder Adrian Espinoza

Adrian Espinoza and his family founded Rancho Espinoza Inc. and Coastal Callas in California seven years ago with a mission and purpose to provide consistent quality and reliable supply of calla lilies to the marketplace.

Read More
Latest Stories

October 17, 2017

14 New Shrubs With Fringe Benefits

What’s popular with shrubs? Consumers want varieties that will give them more return on their investment, in terms of long-lasting blooms and multi-season appeal that lasts from spring until fall and at times stretches into the winter months. Here are 14 new varieties of shrubs and sub-shrubs to consider for your product mix in 2018.

Read More

October 14, 2017

PlantPeddler Hosting Poinsettia Variety Day in December

The event will feature side-by-side comparisons of more than 100 commercial and pre-released varieties from seven breeders.

Read More

October 10, 2017

Coastal Callas Is a Dream Fulfilled for Founder Adrian …

Adrian Espinoza and his family founded Rancho Espinoza Inc. and Coastal Callas in California seven years ago with a mission and purpose to provide consistent quality and reliable supply of calla lilies to the marketplace.

Read More
Azalea Encore Autumn Bonfire

October 4, 2017

Big Changes on the Horizon for Woody Ornamentals

The future looks bright for the woody ornamentals market, with exciting new varieties in the pipeline that will offer greater disease resistance, cold hardiness, bloom capacity, and more.

Read More

October 3, 2017

25 New Blooming Potted Plants for Luxury Sales

Consider these new blooming potted plant varieties that offer full blooms, unique foliage, and a touch of extravagance and easy maintenance for time-strapped customers who want to pamper themselves.

Read More
Hydrangea 'Berry White' (Bailey Nurseries)

October 2, 2017

Woody Ornamentals Market Set for Growth

The woody ornamentals market is looking up. Now, out-of-the box thinking about product offerings and consumer education will keep things moving in the right direction.

Read More

September 27, 2017

New Mum Intros From California Spring Trials 2017

For fall gardening product selection, you can't go wrong with offering mums. Here are a few of the new introductions that we saw at California Spring Trials 2017 that will be making their retail debut in 2018.

Read More
Hydrangea ‘Endless Summer BloomStruck’ (Bailey Nurseries)

September 26, 2017

Bailey Nurseries Enhances Product Development Program, …

Plant Introductions, which Bailey purchased almost three years ago, is being rebranded as Bailey Innovations, an entity that will breed and trial new varieties in Georgia.

Read More
Green Fuse Lupine Staircase Pink

September 24, 2017

How to Effectively Grow Staircase Lupine

The Staircase Lupine series, part of Green Fuse Botanicals’ First Light Perennials collection, has the potential to put on a great display with solid and bicolor hues.

Read More
Terra Nova 2018 Catalog

September 23, 2017

Terra Nova Nurseries’ Latest Plant Catalog is Now Avail…

The new 2017-2018 plant catalog, which features hundreds of varieties, series, and collections from Terra Nova Nurseries, pays homage to the company’s 25th anniversary.

Read More
Armitage GWA Buffalo Tour 5

September 21, 2017

Tour of Buffalo Gardens Reveals Hidden Gems And Communi…

This past August, Allan Armitage joined the Association for Garden Communicators on a tour of Buffalo. It was a reminder that that we can make a difference in neighborhoods, in cities, and in people’s lives.

Read More
Suntory Grandessa argyranthemum - feature

September 18, 2017

Breeders Open Availability for Unrooted Cuttings; Here&…

With new avenues for buying young plants for vegetative production, growers should have an easier time finding availability and receiving shipments of unrooted cuttings for the coming seasons.

Read More
Ball, Tagawa Succulents Partnership

September 14, 2017

Ball Seed to Partner With Tagawa Greenhouses on New Suc…

The new program includes in-demand retail products that are popular with younger shoppers, allowing growers to easily build a comprehensive succulent program and stay on-trend in the marketplace.

Read More
Strait-Laced Elderberry

September 10, 2017

Check Out the Top Varieties On Display at Farwest 2017

A panel of plant experts, along with show attendees, selected their favorite offerings during the Farwest 2017 New Varieties Showcase.

Read More

September 5, 2017

Hort Couture Announces New Propagation and Broker Partn…

The new grower-propagator partners are deeply vested in the independent garden center channel with propagation expertise, as well as finished production focused on the independent grower.

Read More
Helianthus Sunfinity (Syngenta Flowers)

September 3, 2017

Growing Tips for Helianthus Sunflower ‘Sunfinity…

This annual sunflower is a profuse bloomer with strong branching that produces multiple flowers per plant from spring to fall.

Read More
Ball Seed Field Day 2017

September 2, 2017

Highlights from Ball Seed’s Annual Field Day and Landsc…

Attendees of the one-day event had the opportunity to see new plants in up-close-and-personal trials, and engage with speakers and product experts.

Read More
Bidens Popstar (Kientzler)

August 31, 2017

Allan Armitage: Why I’ve Become a Fan of Bidens

The rather boring plant with mundane daisy-yellow flowers has morphed into a vigorous plant carrying colorful flowers that seems to be comfortable in most of the country.

Read More