Flower Lifestyle

Sharing Yan’s passion for flowers

Miss Dior Chérie with garden roses March 14, 2010

   

         

 Courtesy Miss Dior

 

I liked the last campaign of Miss Dior Chérie perfume (above) with a rose. This time, the new campaign (below) is more generous with flowers and we find Miss Dior in a garden of roses. Without a preference for the product, I quite like theses images and they make me want to try the fragrance. The power of Advertising!

  

 

 

 

 

 

 

 

 

Courtesy Miss Dior

 

Tesco Fresh Flowers – Partnership with Interflora UK March 3, 2010

Interflora, the world’s largest flower delivery network, is quite active from a marketing point of view. I think for those who have already ordered flowers for a delivery, Interflora must have the highest brand awareness rate. Interflora operates worldwide, it is a real global company. For those who don’t know (I am sure that few people knew it), Interflora today is composed of 3 units:

  

– The Fleurop-Interflora,  which includes 17 European countries : Germany, Austria, Belgium, Danmark, Spain, finland, France, Greece, Hungary, Israel, Italy, Norway, Holland, Poland, Sweden, Switzerland and Turky. It’s headquarter is settled in Zurich.

 

– The British Group, which includes South Africa, Australia, The United Kingdom, New-Zealand, Ireland, Indonesia and China.

  

– FTD USA, which resembles the North and South American networks, Japan, Corea, China’s Taiwan and Philippine.

Each of the three units has 33.3% of stocks of the Interflora Inc. whose headquarter is near Chicago.  

  

After this quick review of the company’s structure, what I want to talk about here is the partnership of Interflora UK with Tesco Direct, the British leading grocery. The project is about the creation of a website, www.tescofreshflowers.com, where the entire range of flowers of Interflora is available for “Tesco Direct’s customers”, with prices starting at £19.99.

  

Personally, I first thought it was a little strange to say “Tesco’s customers” because everyone, even you have never bought anything on Tesco Direct’s website, can buy flowers on this co-branded website. However, to know the existence, you must go first on the Tesco’ s website where the partnership is announced. So for Tesco Direct, the benefit of this partnership is to extend their product range and to give more service and develop loyalty of their customers.

 

My question is, then, what is the benefit for Interflora to create this website, which is nearly a copy of the Interflora UK website ? To earn visibility and brand awareness, certainly. The collaboration between two leading brands brings their customers to each other, especially for online companies which are good at CRM. A good case of corporate marketing.  

Let’s have a quick look at the two websites. On the left, tescofreshflowers.com; on the right, interflora.co.uk

   

 

 

 

 

 

Aquarelle extend its services January 11, 2010

The French online florist Aquarelle.com has extended its services to tourism and cultural activities by offering “Coffrets” including Beauty, Relooking, Fitness, Art Workshops, Gastronomy, Decoration, Cooking, Travel, Hotels, etc.

The service is accessible only on the web : www.aquarelle-coffrets.com

Product extension is a marketing strategy used by many florists, but Aquarelle is the first one to extend its brand to a domain so different from flowers. From the product point of view, the only link of flowers and these Coffrets is their well-being effect, but from the technic point of view, selling flowers or other services don’t have a great difference — Aquarelle is now an expert in online retailing, not only a florist any more.

 

My conclusion? We’ll need time to see how the floral industry will develop, a big change is ongoing…

 

Courtesy: Front page of Aquarelle-coffrets.com

 

Critics : About Justchrys’ images November 2, 2009

 

I personally think that Justchrys has a good Marketing strategy, at least a new and daring one. Nevertheless, I don’t always appreciate their artistic photo creations. The world they build throughout their communication images is so artificial and distant that I think consumers wouldn’t easily be able to identify with this lifestyle and atmosphere.

 

Justchrys Autumn 2009

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Courtesy Justchrys

  

Above is the Autumn picture on the front page of Justchrys‘ website. Well, I understand they wanted to associate the Chrysanthemum image to a more luxury and sensorial positioning, but the execution, in my opinion, is not at the height of the project.

  

I have done a little research in my image archives and have found two photos that I would use to represent the Chrysanthemum. The image of Chrysanthemums here is glamour and aspirational but remains natural and accessible.

  

Liliy Donaldson Elle UK chrysanthemum chrysanthème 菊花模特photo model chrysanthemum flower 菊花模特

  Courtesy Elle Magazine and Numero Magazine

 

 

Trends in horticulture September 4, 2009

As a marketing professional, I have always heard of trends forecasters and agencies – those people extremely sensible to social, economic ans consumption tendancies who define the guide lines of marketing strategy, product concepts in general or colors and models in the fashion industry.

 

However, trends exist as well in horticulture. Not only the trends of floral arrangement – this is summarized in books like International Floral Art – but also social and consumer trends concerning the horticulture.  

 

Bloom magazine, a trend book about horticulture edited by Trend Union and Li Edelkoort’s studio, is unique in Europe. Bloom works in collaboration with many famous photographers to create unique and conceptual pictures. They have also an accurate opinion about social and color and marketing trends because Trend unions publishes also trend books on other industries. So bloom is also an inspirational book for fashion, cosmetics or packaging professionals.

 

Only imperfection: it’s pretty cheap for individuals like me passionated by flowers. But I think it worth it.

 

Bloom magazinebloom magazineBloom magazine

 

 

 

 

 

 

 

 

Courtesy Bloom magazine