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...
all-america-selections-new-website-home-page

December 3, 2016

New Mobile Responsive Website From All-America Selections Offers Improved Navigation

All-America Selections has launched a newly redesigned and revamped mobile-responsive website that includes a more attractive design, enhanced search tools, and easier and simpler navigation.

Read More
Sea Breeze Catharanthus combo

December 2, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
kelly-norris

December 2, 2016

Kelly Norris: How The “Me Too” Philosophy Affects Plant Breeding

When you’re selling the exact same thing as everyone else, it’s unrealistic to expect customers to buy only from you.

Read More
Latest Stories
all-america-selections-new-website-home-page

December 3, 2016

New Mobile Responsive Website From All-America Selectio…

All-America Selections has launched a newly redesigned and revamped mobile-responsive website that includes a more attractive design, enhanced search tools, and easier and simpler navigation.

Read More
Sea Breeze Catharanthus combo

December 2, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
kelly-norris

December 2, 2016

Kelly Norris: How The “Me Too” Philosophy Affects Plant…

When you’re selling the exact same thing as everyone else, it’s unrealistic to expect customers to buy only from you.

Read More

November 29, 2016

How Changes In Plant Patent Law Could Affect Your Varie…

There is an ongoing discussion happening among plant genetics companies about the current laws and ethics of plant breeding, and what the future holds for the improved lawful protection of genetics.

Read More
endless-summer

November 29, 2016

Endless Summer Hydrangeas Will Soon Feature New Identit…

Bailey Nurseries, which first introduced the reblooming hydrangea a decade ago, says the new identity will feature a more contemporary look to appeal to current and future gardeners.

Read More
prince-tut-cyperus-grass-feature

November 28, 2016

Growing Tips For ‘Prince Tut’ Cyperus Grass

'Prince Tut’ from Proven Winners’ Graceful Grasses collection is versatile, working well in all container sizes with its columnar habit and dense canopy and filling out well in the landscape.

Read More
Sea breeze combo

November 26, 2016

Four Mixed Container Trends To Watch

Mixed containers are still one of the best-selling SKUs at retail. Pay attention to these four trends that are making their mark on multi-liner mixes and combination containers.

Read More
Begonia at Oklahoma State University field trials

November 26, 2016

2016 Oklahoma State University Field Trials Results

Check out the 2016 field trials results for Oklahoma State University in Oklahoma City.

Read More
Petunia 'Tidal Wave Cherry'

November 25, 2016

2016 North Dakota State University Field Trials Results

Check out the 2016 field trials results from North Dakota State University in Fargo, ND.

Read More
Scaevola 'Scala Bicolor Blue'

November 24, 2016

2016 North Carolina State University Field Trials Resul…

Check out the 2016 field trial results at North Carolina State University/J.C. Raulston Arboretum in Raleigh, NC.

Read More
2016 Missouri Botanical Garden Flower Trials

November 23, 2016

2016 Missouri Botanical Garden Field Trials Results

Check out the 2016 field trials results for the Missouri Botanical Garden in St. Louis, MO.

Read More
Mitchell’s Nursery & Greenhouse first caught the poinsettia bug in 1996, but the operation didn’t begin trialing the plant until 2004

November 21, 2016

Poinsettia Trials Across The Eastern U.S. To Take Place…

Poinsettia growers interested in keeping up with the latest variety and production trends have the chance to attend university open houses in New Hampshire, Louisiana, and Ohio.

Read More
Coleus 'Main Street River Walk'

November 21, 2016

2016 Michigan State University Field Trials Results

Check out the 2016 field trials results for Michigan State University in East Lansing, MI.

Read More
Field trials at Lucas Greenhouses

November 20, 2016

2016 Lucas Greenhouses Field Trials Results

Check out the 2016 Field Trials results for Lucas Greenhouses in Monroeville, NJ.

Read More
Catharanthus 'Soiree Kawaii Coral'

November 19, 2016

Kansas State University 2016 Field Trials Results

Check out the 2016 field trial results for Kansas State University in Lawrence, KS.

Read More
2016 Massachusetts Horticultural Society field trials

November 18, 2016

2016 Massachusetts Horticultural Society Field Trials R…

Check out the 2016 field trials results for the Massachusetts Horticultural Society in Wellesley, MA.

Read More
verbena-endurascape

November 18, 2016

All-America Selections Announces Its 2017 Slate Of Vari…

Brokers, growers, mail order, and seed packet companies can purchase these varieties immediately. Retailers and consumers will find AAS Winners for sale for the 2017 gardening season as supply becomes available throughout the chain of distribution.

Read More
Vinca 'Valiant Lilac'

November 17, 2016

2016 Metrolina Greenhouses Field Trials Results

Check out the 2016 field trials results for Metrolina Greenhouses in Huntersville, NC.

Read More
[gravityform id="35" title="false" description="false"]