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When it comes to marketing emerging floral design styles, a new vocabulary describing flowers and arrangements has been created in an effort to appeal to younger generations and their desire to stand out and fulfill their feeling of entitlement and self-worth for having what’s theirs and what is different than their parents and grandparents.
Included in the new vocabulary of floral style is the “Farm to Table”/“Farm to Vase” movement. “Farm to Vase” involves locally grown, seasonally harvested botanicals that are also sustainable and pesticidefree. Local flower farms are all the rage as farmers find that a crop of flowers can be a cash crop with a higher yield than that of fruits and vegetables
It’s important to note that 80 percent of all flowers sold in the U.S. are imported. When we look at the impact and footprint that has on the planet it is easy to see where the recycle, repurpose, and reuse lessons of older millennials have taught the younger generation a thing or two. How is this different?
Chemical free flowers complement the “Farm to Table” movement and also complement the home grown pesticide/hormone-free, environmentally friendly movement we see with generations making their own baby food and growing their own vegetables. Eating and living healthier is not just a way of life, it’s a way of buying. In addition, the desire to make sure the flowers on our table are an important part of that movement, along with an effort to maintain a positive lifestyle, are giving birth to new styles of design showcasing a “one-of-a-kind” attitude. “Bespoke” (pronounced “Bes Po”) is emerging as that one-of-a-kind design style that allows today’s consumers to distinguish themselves.
Bespoke is an English word meaning an item made to a buyer’s specification (personalized or tailored). It is hard to have two identical Bespoke designs because the key words to the meaning—“One of a Kind”—limit the ability to duplicate. Since each Bespoke design is made to the artisan’s wishes … with the customer’s favorite flowers, informal and a loose garden gathering … the rules are non-descript.
“Couture” design style involves elegant floral arrangements for those desiring something more than just flowers. Often called “Boutique” design, this genre is generally reserved for the upper crust and high-fashion industries, and it is working its way into the newer vocabulary to create the feeling of “One of a Kind.” While this design style is less discernable than “Bespoke” it is nonetheless omnipresent in marketing today. And although the “Couture” style may be in the eye of the beholder it sets itself apart easily and brings to mind a certain level of both fashion and taste.
“Boutique” floral design style is an infusion of tradition, trend, form, and function. Usually associated with luxury, and both upscale and fashionable, we can see why it is interchangeable with “Couture.” Lush, full designs with smaller quantities of foliages, and containing more expensive and luxurious floral varieties, describe the “Boutique” style.
Look for all of these styles as you read your Instagram messages, explore your Pinterest boards, and post tweets on Twitter. The times they are a changing!