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n GLADIOLUS ... A LINE FLOWER IN A MASS FLOWER WORLD BY RENE VAN REMS, AIFD
The floral industry has four main cate- gories of flowers; line flowers; mass flowers; filler flowers and form flowers.
The current trend is still on mass flowers but line flowers are coming back, with gladiolus, curly willow, snapdragon and long calla lily leading the pack. Many floral industry executives are not familiar with the line flower category and there- fore are at a loss as to how to merchan- dise for optimum sell-through.
Most consumers in the United States buy for color, which would lead to buying open glads. This is a great option if the flowers are for immediate use with sympathy work, wedding decor or dining event arrangements.
Depending on the point of purchase, Gladiolus is bunched at 3, 5, or 10 stems. Florists buy bunches of 10 stems.
If U.S. consumers become used to buying bulb flowers (including Gladiolus) in bud form or slightly open, they would enjoy the flowers longer by seeing them opening up. Retailers can encourage this by offering instructions and signage with the glad display.
In general, all bulb flowers, lily, freesia, iris, tulip, daffodil, hyacinth, anemones, ranunculus, etc., should be purchased when “tight” or still fairly closed. This would also prevent mechan- ical damage, which means damage occurring during transport.
For optimum in-store presentation, line flowers should be displayed at waist height or higher. Placing Gladiolus in a vase or bucket and setting them on the floor will diminish the value greatly. Fill each vessel at least half full of solution water since the flowers are heavy and would fall over — similar to sunflowers. Glads, like most bulb flowers, drink a lot of water. Keep it filled.
If bunches are sleeved, pull the sleeve six to 10 inches lower to have the florets on the glad stem “breathe.” Enabling a little air circulation should prevent molding of any sort. A tightly wrapped bunch will not last long in the display.
Do not remove the tips of the Gladi- olus stem. This was a “trick” used in the old days that is not needed in varieties today. Breaking off the tip causes the water to “rush” up and the flowers to open faster.
When designing, tall glads can look formal as a mono-floral design in a clear- glass cylinder. If glads are used with informal foliage and garden flowers, the look can be very casual and country-style. Try using individual florets and float them in a flat bowl to inspire consumers to do the same at home. pb
Dutch-born and internationally recog- nized,RenevanRems,AIFD,isadesigner, consultant and author living in Carlsbad, CA.
them how other cut flowers such as dahl- ias, hydrangea and sunflowers can creatively complete an arrangement. Jana B. Register, director of sales and marketing of FernTrust in Seville, FL, says retailers are on target to merchandise foliage with glads. “I think our Tall and Elegant cut greens bouquet would work well with gladiolus as would quite a few of our pre-made foliage bouquets.”The grower cooperative offers a line of cut green- ery for retailers to display with fresh flowers as a way of supporting DIY customers. With laborsaving costs in mind, many retailers use the pre-made foliage bouquets for in-house upgrading.
Selling glads by the bundle is typical but excluding a three-bundle or per-stem opportunity might have your store losing sales. Consider your demographics and loca-
tion to schools. The younger set — middle school and high school students — will buy single stems as gifts for their friends. This age group often seeks school colors or shades with significant meaning in their clubs and after school organizations. Display ready- to-go single stem glads, and show upgrade options including ribbons of varying textures and colors.
For single stem merchandising inspiration, retailers can look to the fan base of the Harry Potter series of books and Disney princess movies for the interest in magic wands and adorned scepters. Fairy princesses need magic wands and glads are a kid-friendly fit. Moms hosting fairy garden parties can purchase the enchanted floral wands as party favors. Word in the adolescent party circuit is that boys like the glad stems as magic swords.
Whether enjoyed vertically or extracted from their tall stalks and used in flat arrangements, long-lasting gladiolus flowers provide a worthy experience for consumers.
Merchandising this Tall and Elegant cut foliage bouquet from FernTrust Inc. enables consumers to easily upgrade a bundle of gladiolus.
TELL THEIR STORY
Signage is important because the floral department is continuously educating a new crop of customers. For example, when promoting gladiolus as a birth flower for August and the 40th wedding anniversary flower, consider presenting a little history. The flower name comes from the Latin word gladius meaning sword. Victorian garden- ers cherished gladioli for their colors and movement in a wind-swept garden. There are myths indicating glads were presented to those going into battle as a gesture of respect for their bravery and a blessing for courage.
Gender Reveal posts on Instagram and other social media platforms remain popular and many parents-to-be are quite clever with their reveals. Display an upgraded pink Glad arrangement featuring a coordinating It’s A Girl balloon as a reminder for consumers to incorporate flowers, plants and balloons when celebrating such momentous news. pb
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