2016 Issue SelectedTRENDS GO FUTURE NEW CONCEPTS FOR THE PLANT BUSINESS HIGH POTENTIAL USING CHANGES IN CONSUMER BEHAVIOUR SUCCESSFULLY EDITORIAL TABLE OF CONTENTS 04 POETRY 06 EASY-CARE BELOVED HAVEN 12 RECARNATION he success of our first trend magazine last year proved us Tright. Future-oriented concepts for the sale of bedding and 16 SOCIAL MEDIA balcony plants are in higher demand than ever. Gardens and plants continue to be high priority for consumers. Social 18 HOMELAND trends have changed the expectations and wishes of customers and influence consumer behaviour. Our products must therefore keep on fulfilling their wishes, despite these 24 LIVING OUTDOORS changing factors. A major opportunity stems from the yearning of many people 26 CHRISTMAS for the safety of home and a feeling of comfort. In times of global travel, many consumers are looking for a personal 30 OUR SERVICE retreat and familiar settings – and they find it in their gardens. The plants and their scents awaken fond memories. Alongside geraniums and petunias, carnations are now also making their way back into gardens on the retro wave, and consumers of all ages are on board. Sustainability and environmental protection become a matter of course in this search for wellbeing and a sense of belonging, providing a solid foundation for customer confidence. Let’s inspire the consumer with emotional concepts, because they offer an indispensable basis for unique added value! Photos Cover : © opoija - Fotolia.com, Jenny Strum - Fotolia. Fotolia.com - iconogenic Seite: diese Fotolia.com, - Zerbor com, I hope you find lots of inspiring ideas. Best regards, Richard Petri NIGHT POETRY “Petunia NightSky® is the perfect FleuroStar winner: eye-catching at the Point of Sale, combined with high commercial potential. Thanks to the „ perfectly-chosen name, this unique plant has an inspiring story to tell and brings the night sky to the terrace or balcony. FleuroStar is the ultimate contest to A find the ‘Winner with the Wow Factor’. STAR Thank you Selecta One for entering the competition with NightSky®, it is a real IS BORN pleasure to promote this beauty.“ Ann Jennen, Fleuroselect „ This unique and extraordinary petunia culti- var offers a galaxy of possibilities for compel- T he stars are beautiful ling storytelling in the retail outlet: It tells of because of a flower a thousand journeys through the starry skies, the poetry of the moment, of life, discovery that cannot and astonishment. NightSky® has a history be seen … that gives flight to the imagination, because The Little Prince, Photo: © konradbak - Fotolia.com it stills our yearning for more feeling. It is Antoine de Saint-Exupéry a story that has already sold hundreds of thousands of times – and will continue to do. Fleuro Star THE RETAIL + WINNE R + Potential: Unique innovation, one-of-a-kind storytelling. Added value through multiple awards, e.g. winner of the “FleuroStar Award” in the 2015 ® FlowerTrials®, “Best Bedding or Pot Plant” in the 2015 Four Oaks Show in ightSky , the petunia with the England and the “Gold Innovert Award” at the Salon du Végétal in France. + Target group: Consumers of all age groups, whether as a gift or Nunique petal variegation, is the new for personal use. + Pull effect: Numerous articles about cultivation in social media and shooting star on the petunia horizon. print publications generate strong demand. Every flower is a tiny universe. + Sales: Secondary placement with a special display. 4 5 EASY-CARE LITTLE HEROES ittle heroes can meet (almost) any challenge and reward their L owners for even minimal care with profuse flowering. They make it easy for urban nomads to create a blooming oasis – even if they have no green thumbs. Water reservoirs for independent living It blooms and blooms and blooms. Portulaca PortoGrande® won’t let the occasional dry period spoil the summer. On principle all this little blooming wonder needs is a rain shower from time to time, allowing it to store water in its leaves and keep on producing new flowers. So the watering can will stay dry most of the time. ® Yellow Compact FlowerPower Flowers„ are fantastic! But I’m not interested in more chores, I don’t need any more deadlines. My balcony should be a “laissez-faire oasis”.„ Comment of a Facebook user ardy, strong and beautiful: when plants are Hsometimes left to fend for themselves, they must possess special skills. contrastwerkstatt © Photo: Fotolia.com - 6 7 LITTLE HEROES EASY-CARE THE RETAIL + + Potential: As a problem-solving concept, it offers added value for the retailer and higher revenues per unit area. + Target group: Younger consumers with little or no experience with plants as well as consumers with little time and space or difficult planting sites (e.g. windy roof garden). + Storage efficiency: These “little heroes” are also a convincing product for retailers due to their high storage efficiency. + Problem solvers: The new concept encourages even consumers with little experience or bad luck with plants. A PLACE TO LIVE ll beginnings are easy. Especially in densely populated cities, Shoppin Pelargonium Marcadag list a balcony improves the quality of life ® And uncomplicated Calibrachoa MiniFamous® – even more so if it’s full of beautiful ® A Portulaca ® plants. But modern city dwellers these PortoGrande 3 in 1 plants provide an instant days have numerous other interests all Trixi®® competing for the little time they have. Mandevilla Dundee® feeling of achievement, making Career, friends and family, treasured Lavandula LaVela ® ® hobbies – easy to forget the call to Pelargonium Moonlight® ® gardeners want more. The water. So plants that are guaranteed Xerochrysum Mohave® easy-care will prevent flower fun from Pennisetum advena Chelsea right choice is what counts. turning into balcony boredom. Osteospermum FlowerPower ® ® 8 9 LITTLE HEROES EASY-CARE BECAUSE IT’S SO EASY THE RETAIL + Trixi® is the balcony gardener’s best + Potential: Benefits along the entire retail friend. Selecting and combining has chain! Tried and tested mixtures of homogene- never been so easy, since there are ous varieties. Perfect cash & carry product, sells already three complementary varieties well without special sales advice. growing in every pot. With the tools POS tools: Information brochures, printed we have developed for the POS, these + pots, a poster, photo material and lots more plants virtually sell themselves. We sales promotion support for plant retailers. would be happy to help you with this. Just get in touch. + Storage efficiency: Meets the demands of storage and transport efficiency on all levels of retail. + Problem solvers: Excellent flowering all summer long, even without extensive plant know-how. CONVENIENCE: PRÊT À PLANTER In this day and age when time is scarce, smart products are a hit with consumers. Trixi® sells well without special advice and offers garden centres and flower shops perfect balcony solutions for their customers – and without taking up a lot of space. Whether cheery, romantic or exciting – whatever summer blooms the consumer wants to experience, Trixi® offers the right combination. ® Trixi Blueberry Parfait he trendy triplet for more variety Tin one pot. Trixi® offers harmonious combinations without any compromise. Purchase, plant and appreciate the blooming spectrum. ® Trixi Passion ® Trixi Crazy Cocktail ® Trixi Coco Bello ® 10 Trixi Bolero 11 RECARNATION REVIVAL OF THE CARNATION You’ll never have shining eyes or be able to laugh about yourself if you’re always worried about what could go wrong. Have courage. “Get out there and live. Just try it. Gina Schöler, German Ministry of Happiness and Wellbeing THE BASEBALLS – A LIFE ATTITUDE IN MUSIC The story of this German rockabilly band begins in 2007 in Berlin. Their love of the music and lifestyle of the 1950s and 1960s draws the three band members together ” from the first moment. But at the same time they also want to reach young people with their music, so they explore the idea of doing cover versions of pop songs, interpreted with their own special twist. The result: instant popularity. Because what this trio likes doing most is also what thousands of fans like too. Their YouTube video of Photos: © opoija - Fotolia.com, Iakov Kalinin - Fotolia.com, Sindt Sven Fotolia.com, - Oleksly Mark Fotolia.com, - Zerbor Rihanna’s hit “Umbrella” has meanwhile been viewed over 23 million times, the kick-off for this success story. Their debut album “Strike!” sold nearly a million copies off the cuff. From then on, everything they touch turns to gold and platinum: 4x platinum in Finland, 2x platinum in Switzerland, platinum in Sweden, Norway and the Netherlands, gold in Germany, Austria and the UK! Their live performances drive fans all over Europe wild. In the late summer of 2016 their fifth studio album will come out. Rock 'n' roll is alive! CROSSOVER WITHOUT LIMITS If you want to stay ahead of the pack, you first have to take a few steps back. Without much sense for tradition, many younger consumers today look to past decades for inspiration. Their feeling for life is expressed in a carefree, colourful mix of Best-of-Before – across all style boundaries. It’s all about a yearning for warmth and a sense of belonging in a high-tech world. dear old friend enjoys resurgent popularity. Whether sixties furniture, crocheted cushions, vintage VW buses, macramé When looking back on past decades – and planters or vinyl records: all over the A globe trendsetters revel in the beauty Colores also into the present – the growing desire for of yesteryear. And also from the pool of childhood memories, the carnation is neo-retro styles is obvious. also experiencing a grand revival. Capitán 12 13 REVIVAL OF THE CARNATION RECARNATION 1 2 3 4 5 6 7 THE INDIVIDUAL CULTIVARS 1 Colores 'Sangre' 2 Colores 'Oro' 3 Colores 'Beso' 4 Colores 'Amor' 5 Colores 'Nieve' n today’s leisure cosmos, people are less 6 Colores 'Dulce' Iabout rebellion than about everything that 7 Colores 'Sol' gives them a feeling of belonging.