Mabch 16, 1916. 



The Florists' Review 



15 



victimized. The cheerful point about 

 this crook's methods is that they are 

 practically harmless as far as the flo- 

 rists are concerned. They are decidedly 

 annoying, however. The florist does 

 not lose anything unless he is soft- 

 hearted enough to make up the pieces 

 in a hurry, deliver them and collect the 

 difference between their selling price 

 and the deposit collected by the swin- 

 dler. 



YOUTH AND MODERNITY. 



The store of Victor Young & Co., 

 1239 North Clark street, Chicago, is 

 one of the new up-to-date flower shops 

 of the city. The establishment occu- 

 pies the ground floor and basement of 

 the building and use is found for every 

 bit of the space. In the basement is 

 storage for a large reserve stock and 

 in the rear of the store is a modern 

 workroom. Victor Young, the proprie- 

 tor, is one of Chicago's youngest flo- 

 rists, but it might be said that he has 

 spent a lifetime in the business. He is 

 well known and has a large clientele 

 among the exclusive north side social 

 set. All fixtures, including the re- 

 frigerator, were designed and built by 

 Buchbinder Bros. The refrigerator 

 can be seen in the center of the pic- 

 ture, at the left are the office and 

 cashier's desk and at the right is the 

 door to the workroom. 



BEMB SHOW BBINaS BUSINESS. 



According to the business scientists, 

 the character rating of any store is 

 determined by the average income of 

 its patrons. For instance, the depart- 

 ment stores of our large cities are di- 

 vided into three distinct classes — those 

 that cater to the "better and best," 

 or wealthy, class, the popular-priced 

 stores and last, but not least, the cheap 

 stores. The word cheap in the last 

 case is used as a descriptive of the 

 stores that handle merchandise of low 

 quality at a low price, but, neverthe- 

 less, give value for the money. Fur- 

 ther, and as Exhibit B, these experts 

 advance the theory that when any 

 store has attained a reputation of serv- 

 ing a distinct class of people, it must 

 shape its policies, merchandising and 

 advertising accordingly, in order to 

 harmonize with the ideas, habits and 

 pocketbooks of its clientele. The ad- 

 vertising man of the high-grade store 

 does not feature biej bargains, quote 

 low prices or talk "best goods at low- 

 est prices." If he did he would not 

 be advertising to his regular patrons 

 but to another class of people. The 

 final result in this case, according to 

 the experts, would be a loss of busi- 

 ness. 



From this retailers' logic it is rea- 

 sonably clear why it is not wisdom 

 for the well known florist who sells 

 the best class to suddenly advertise 

 cut-rate flowers, "Saturday flower spe- 

 cials at 50 cents" or other forms of 

 sales promotion that appertain to the 

 flower store of the lower class. These 

 rather nice rules of business building 

 undoubtedly were paramount in the 

 mind of Albert Pochelon, of the Bemb 

 Floral Co., Detroit, when he was look- 

 ing about for a feature that would 

 bring the right kind of buyers. Mr. 

 Pochelon finally decided on an orchid 

 show in the Bemb store. The show 

 was given March 1 and 2, and the 

 accompanying illustration affords a 

 view of the exhibit, of which Mr. 

 Pochelon speaks as follows: 



In the New Store of Victor Young & Co., Chicago. 



"I never was in favor of attracting 

 patrons to my store on the strength 

 of a cheap sale, such as a $1 box of 

 flowers or a $1.50 basket. I found 

 there were just as good means of at- 

 tracting the flower-buying public to my 

 store on the merits of good stock, at 

 good, honest prices. 



"I had an idea in this regard and, 

 to use the expression of Herman Kno- 

 ble, of Cleveland, 'I nailed it' then 

 and there. Why not give my patrons 

 a good show of flowers and plants that 

 they did not see often? And what 

 could be better than orchids, both 

 growing and cut blooms t We made 

 plans for an orchid show and sent out 

 1,500 invitations and advertised the 

 show in all the papers for two days. 

 The results were more than good. 



"Joseph Mueller, of the Julius 



Roehrs Co., Rutherford, N. J., came 

 along with a nice collection of orchids, 

 plants and cut blooms, and I had others 

 shipped from the Dale Estate, of 

 Brampton, Ont. Mr. Mueller gave talks 

 on orchids during the two days, March 

 1 and 2, and I am sure we made many 

 friends, aside from many orchid buyers. 

 On such an occasion the sales naturally 

 increase, for the people will see and 

 buy other plants and flowers in the 

 shop." 



FISK'S NEW, OUTFIT. 



The days have gone by when a florist 

 can maintaih'tlie pace set by his neigh- 

 bors unless he uses an equally modern 

 equipment. Note the store fronts. Are 

 the flower stores making a show that 

 will compare with the show of the dry 

 goods store, or even with that of the 



Orchid Show in the Store of the Bemb Floral Co., Detroit. 



