Ai'itu. 21, 1921 



The Florists* Revie\v 



25 



THE RETAIL STORE 



A PAGE OF HINTS AND HELPS 

 FOR THE RETAIL FLORIST 



CHANGING STYLES. 



'l'ilU(•,^ wcri', yen-, ayo, when •'Sun 

 chiy, 140 to iiit'i't ill ' ' ilotlics coiisistiil 

 of Idack silk for tlic ladv of 1lic lioiisr 

 .111(1 a stiff wliit.' •■liilcil'' sliirl for llir 

 man. .No our llioiij^iit of u caring' ('"iliil- 

 '"for lif.st."' Hl.iik ami wliite ri'iiiaiii 

 the color M'lii'mi', or l;ic-k <if it, for lln 

 m.-ili' vvhfii he i- all lircsscil 11)1, for in 

 clothes iii.'iii is lcs> .((iventurous liian 

 woman. Hut black is a rare note m 

 woman "> iirc>>> Ioila\. \\'li\' The onis 

 answer is, the ^tyle^ li.i\e cliaML;e,|. 



'Times were, \ear- .lj;<). wliell the le 

 t.iiler chamori'il lor all the wiiite c.irn.i 

 rions, all the white rose- the ni'ower 

 i-oiiici )>roilnie. l{ecent w<'ek> ha\c seen 

 tiie wliiti' c-ai'ii.ation the '4reate>t ^liit 

 on sevi'r.al in.arkels. Wliite rose> aie .1 

 sli^^lit fr.action ot the \ ast number oi 

 |pink blooms >oM. I{eil is a color mori 

 re()U('stei| th.in turiiishcii. Xot only in 

 roses ami carnations, Imt in other t1o\\ 

 ITS .'IS well, the ilem.ind is for coloi'-. 

 not for white. The l.nlies must li.ave 

 brijjlit tints in their tlow<'r- as well a- 

 in the we.iiinji ;l])i)arel and millinerw 

 Styles, for our line, too. have ch:in<j;oil. 



Today the milliners and ilressmaker> 

 jioint the w.ay to th<' jiublic, not tip- 

 public to the milliners .and dre<v 

 m.'ikers. .Vnd business is built b\ 

 chanj^in^ sfy|e>. Slower nuit.ation 

 takes place in our line, because the ]nib 

 lie demand leads us, instead of our 

 le.adin^ the public. We should be abil 

 to keep .aVireast of the styles, ;it le.ist, 

 ;ind some cl.iy we mav be the crcitov-; of 

 them in tlowers, too 



KEEPING THE CUSTOMERS. 



In the ret.iil tlowfr >toi'<\ above a I , 

 others, -iMxice i> the most iinportiint 

 t'actor in securing and, considcnoiisly . 

 In holdine customers. The llower bnvei 

 iloes not •■sh()|)'' 111 find where ale the 

 l)est blooms for the least money. The 

 stock does not \:iV\ so that one -ho|. 

 ni;iy become noted for om^ s|ieci.ili\ 

 above anotliei, as in millinei\, biMd\'- 01 

 ruf^s. The buviT .Iocs not ask. "'Ar.- 

 these the t'lc-hest you h.ave?"' as in tin 

 biit(dier's or i^iocei's shop. No. the 

 buver returns 'o ;i I'crtain llorist lie 

 cause he or she timis there service ot' a 

 hi^li standard. The buyei takes it I'oi 

 tir.anted, .as a luh', that the same sort ot 

 tlowers at the same ;jeneral [iri<-i's ate 

 to be had .It anothei store. l''or tli.il 

 leascin it i- esseiiti.al that the florist 

 maintain the most |i.ains1akin^ \\atcli 

 on the (|iiality of siMvice in his store. 



It has been deuionst r.ated many time- 

 in retail storekee|iiniT th.at i]ualit\- .and 

 price .are not the most iiu]iortaiit fae 

 tills in kee]iiii<^ tr.ade. Ilii^h prices :ni,| 

 e\.Mi ;i l;i|ise ill -t.and.aid ot' (|ualit\" will 

 not drive a\\a\ customers -o ia|iidly .1- 

 will the indifference of sales]H'o|de in a 

 store. I )iscourtesy, eandessness. need 

 less and senscdess errors, indifTereiice 

 and insfdence on the |iart ot' salespeojile 

 are responsible for iiioie lost customers 

 in retail stores th.an ;ill other reasons 



put tiieet her. Till- i- a la iin'iil a Me a lid 

 ;i\ oidable iri.at tei . 1 1 cn-ts no mui e to 

 lie courteous, con -idei ;i I e, r.aret'iil .and 

 .aitcurate th.an it does to be nt llerw ise. 

 .\lld even if it did, the difference would 

 lie many lime- inaile up li\ the cii- 

 tiimers kept. 



l-iiy business liiMi-e- reali/e that .an 

 .iccouiit on their bonks is worth nimli 

 more th.an many ■ ■ pni-peci s, ' ' simply 

 liecaii-e the initi.al co-t of eettiiie the 

 .account there is -n iaij^e. l-'or that tea 

 son they take p.a it icul.a r care In se,- 

 lliat an .ici-nunt is kept 011 the book-. 

 It' customer- dlM|i off, letters ot' iiii|uirv 

 .are sent to ,a-certain the leasoii for dis 

 cniitinuanre and e\ eiy effort is made 

 III repair any erioi ni sliL;lit th.at |irii 

 diiceil diss.atisf.actioii. Ilxperience .and 



rilid liellle- h . I \ C S ll O W 11 that the cost nt' 



keepine ;ii] III, I ciistoiiier in this w,ay w,-i- 

 t'.ar les- tli.an the co-t nt ;^ettine .a new 

 one. I'siiallx' the eiie\,ance is Irillinu 

 ,iiid rep.arat ii'ii i- .a simple matter. 



While the ret.ail lloiist pliies a w .a y in 

 the effort to eet new customers tliinuiili 

 advertisini>-, he should constantly main 

 lain the st.andard of seiwice that will 

 keeii the p.atrons he alreadx' has. 



:i It ol' iii.'i \< in;; I lie Inn-! i ll a |'|iea I'.a lice 

 111 llowil- ill the linllii A- ni;i\ be -cell 



ill the .arriiin p.i 11 \ in ;^ i M ii-t r.i t ion , tin 



effert- ploilllreil Were e .\ c i ■. '. I i 11 e | \ :i| 



tistic. The exhibit w,a- niiich rnin 

 iiieiited ijpnn ,and eliiiteil niiicli pr.ai-e 

 Inr the tiriii which in.ade it. it wa- cnn 

 -idered sn merit nlinll- li\ tin -linw 

 in:i ii.aeiiiirn t th.at I'eiin the I'loii-t le 

 rei\ed a -il\cr I lai tor it. 



SHOWING THE PUBLIC HOW. 



< )ne ot' the ino-t ill t ere-t ine displ,i\- 

 .at the Hostoli show, reported at length 

 in bast we(d\ "s issue ot' The Riwiew, w.a- 

 Ih.at composed ot' \.i-es .and dishes tilled 

 with tlower- a- the\ iiiieht lie in the 

 home. Till- u.a- sta^^ed by I'enn the 

 I'liirisl. Ill r.ii-ton. tor the ln-tter in 

 -tiaiction ol' \i-itoi- to tin- -how in tin 



PITTSBURGH WEDDING. 



Tin- linn of .\l r-, i;. .\. William-. Iin .. 

 rillsbureh, h.ad one ot tin- l.ii'eest and 

 iiio-t beautiful church Weddings ol' the 

 -e.ason Last week ,a I the I'ir-t I'resby 

 leri.an rliiirch. The entire pulpit wa- 

 li.ankeil with ^r;netiil ciliotiiiin lerii- 

 .iiid m.assed ciustei- ot pink h\dran 

 ee.is, lil.ac, nirhids ;ind tinted lHiii;;aiii 



\ illea-. I III e,-|r|| -ill,. Ill t he puljlit 



there Well |wn 1,11 i;.- Iiril- 111 iaXi'lldef 



lil.ac and pink lo-e-. 'I'le- 'lemr.at ioli- 

 extended .icro-- ihe entire iiont in 

 w a \ e line- iiinlei the li.ilcnn\. Tin- 



hieh <iothic cnlnillll- nt the .Ifcll Were 



■ Ir.aped with -niitheiii -iiiiliiv and 



brallche- nf linlie.-i i n \ i lle.i . .Masse- of 



cibotiuin teiiis banked the walls of 

 e.acli end lit the I i.a Iron ie-. with large 

 liroiips lit' eibotiiiih fern- o\ erhaneine 

 ilie coiner- nt' the iir:;,an lot! St.atclv 

 ^linip- 111' p.alm- and li.iiiibnn- were sta- 



tinlled ill the rnrilel- ;it {hr liMr n t' tllC 



1 liiiieh :iiid lielit pink liblinn marked 



re-er\ eij pew- .Mid iln-ed the ai-le-. 



The brid, i-.irried .1 ImUiplel nt' white 



lil.ac rellteled willi p.lle pink Vlis,>. 



-IniWer,..! \\illi lilie- nl' th,' \-,alle\- 



Silvet Medal Exhibit of Vase Arrangements for Home at Boston Show. 



