The Florists^ Review 



PUTTING LIFE 

 INTO THE SHOW WINDOWS 



The Retail Florist gets the most out of that valuable asset, 

 the show window, by giving an individual touch to displays 



Ill]\ ;i salcsiiinii lijis liofii 

 1;ilUiiiy in ii jioiicrnl \v;iy 

 .•ilioiit tlic o.xccllt'iicc of ;i 

 (•(Mtiiiii article, lie sinldtMiiy 

 s t <) |i s slioit ami says, 

 ''Now I'll <x\\{' yciii a con 

 Crete illustration.'' Then 

 he tells you of a jiarticulai- cas(\ or, if 

 it is |)Ossil)l(', li(> L;i\es you a (|ein(uistra 

 lion of tlu' |ioiut he is tryin<; to |iid\-e. 

 If it is the heauty of tlie article tlia. 

 is ill (juestion, h<' shows tlie article ami 

 I e|iro«liices tlie |ieciiliar circumstances 

 iimler which it is used, so that you nia\ 

 imi^c. Till' salesman that is aide to 

 |iroduc<> liir concrete illustration is 

 usually the (jiic \\\\it 'j,vt^ first to your 

 '•hecklpn(d<, for he is the kind that coii- 

 \ i nces. 



\ow a \\indow that presents con 

 cietidy a licautiful disjdav of (lowers 

 I'cir a certain luiipose and in a certain 

 ^iyle is the kind that ;^ets to other [leo 

 pie's clieid\Iiooks, liecause the\' a I'e con 

 \tiiced that th(> (lorist who shows that 

 Kind of (lowers and decorates :i \\indo\\ 

 ill tliat t'asliion is tlie mail to sidl them 

 flowei's and do their dc'-orat i iiji. < >ther 

 people's clieckliooks are in the same 

 place \(mrs is, aiul you haxc to yo 

 after theirs liy the same loute that 

 "fliers yo .-it'tei- yours. It is matters 

 iif' this kind that coiixiiice us thai the 

 '■allien ot' Kdeii was in .Missouri. 



A Window Is a Salesman. 



The dilTerence lietweeii a window in 

 whicli ar(> yilacoij a t'ew \ a<es of llowers. 

 .1 |iot plant or two, 

 :iiid a few <;reeiis, 

 ;iml a window in 

 w h i c h a concrete 



■ lea ill the flower 

 iiiie is presented, is 

 the ditl'oreiice lie 

 ' \\eon t w o k I n d s 

 ■ f salesmauslii|i, the 



alesiiKmshi, f li a t 

 ■els the ■'.i-tomer 



Mine after \],c flow 



Is ami (he salesman 



hip that ^oi's ;iftei 

 'lie customer. Tli< 



list window means 



■I the passer Ity no 



Hire than fioweis; \\ 



'I e a !i s flowiMs in 



i'rinir s u m in o r , 



Ntumn aii'l winter. 

 If it iie\ er means 

 n \ more. A yar- 



'•n. too, means flow- 

 's; a florist "s w in- 



"W should lie mor<' 



hail ;i ^.ardeii. It 

 iiMild present the 



le;i of' flowers to 



■H and, more c-oii- 



'■'•telv, it s h » u 1 .1 



present a certain kind, or style of flow- 

 ers to s(dl. 



If a ciistoiiHM' comes into your store 

 :iml aslis in an undecided sort ot way 

 what you have to s(dl, you find out 

 for what purpose he wants flowers and 

 i inmediately show him the Iiest kinds of 

 tlie season f'or his iieeil. ^'oii would 

 iiexer, in reply to 1iis iiKpiirx', iiiicon- 

 ceniedly utter the siii;ile weiil '"flow- 

 ers."' Why not.' I>ec;iuse. \ ciu re- 

 spond at once, it is too imlefiiiite. That 

 is the tr(Uild<^ with too much window 

 I lecorat iii;^ ; it is too imiefinite and pre- 

 sents to the passer-liy no concri'te rea- 

 son for luiyiu<;. The man in the streiH 

 is. in a \vay, always an um!e«dcl(>(l, y(>t 

 possilde ciistipiner. I'pon i^lam-in^ at 

 a window of the indefinite type, a per 

 son passes on witlunit any didinite 

 tlioU;;ht in his lieail about the stock; 

 when he reaches the eiul of the ldo(d< 

 he will not e\eii rememlier liavini: 

 passed a florist s shop. N'(ju weiild fire 

 a salesman who had , not more efVect 

 than ^h;\\ on possilde customers; well, 

 that is wliat ou;^lit to lie done t<i the 

 old, indefinitely deimateil wimlow. 



What Gets the Public. 



As an illustration of the kind of' win 

 ■ low that ^ets the attention aiul the 

 plividiases of the piildic. no lietler can 

 lie L'ixeii than the window ri'piiHlm-ed 

 on this paiie. The first ■glance tells 

 \ (lU it is a liriile's wiiiilow. The main 

 fij^ure, the i-eliter of tli:' schenii'. i^ the 

 leautiful yoiiiii: liiele. on whose waxen 



A Window that Held a Crowd in Front of the Reck Store in Kansas City, 



clietdx the manut'acturer |iut the tint 

 of roses. Ill her hand is a liouipiet 

 that shows what the florist's handi- 

 craft is <'apalde of jiroduciiiji. X'ases 

 of orihids. liaskets of iiiuins, \alley. 

 et<'., show tlie splendid sto(k from 

 which the florist is ]irepared to sujiply 

 the yoiiiiji mail with .ammunitioii to 

 win his liri<le. To the ri^lit are a few- 

 plants, doulitless iliteiideil to hint to 

 the married man that he should Imy 

 those for liis wit'e in order to fulfill 

 the second half of' the iplot;iti<in on the 

 caiil tli.at tliev ''lixed happilv evio- 

 after." 



Kequisites of a Good. Window. 



This is, howexer, only one wiiolow 

 SI lieine ot' its kiinl, ami there are ;is 

 many more in the florists' fertile luaiiis 

 ;is there are fish in the sea. With the 

 many new t'eatures in decorations 

 liroiiMht out e;icli autumn liy the siipplv 

 houses, and with tlie im-reasiiiu re 

 sources fiirnisheil li\- the numerous elec- 

 tri"al appliaiic»>s of one type or an 

 other constant I \- dexised liy inxentixi' 

 Lieniuses. the possi Id 1 it ies o)' wiieloxx 

 dei-oration are liei-oiiiiiiy L:reati'i and 

 Ure.ater. The modern show xxiiolow. 

 with its ;im|.|e sp;ice, m:iiix mirrors, 

 excellent li^htiliy. ;iiii| other i-oiixeni- 

 eiices is a xalil.'llile asset. 



Other lines ot' liiisines., are iitili/inu 

 this asset aii'l m.akili:^ it a prime f;ic 

 tor ill selling. If is no ix.a Liijera t ion 

 to sax th.-it the dorist ha- .at h.'iml the 

 mateii;i|s I'cji thi' finest wiinlow- of aiix' 

 tra.le. It I- .a f;ict 

 I h :i I -| ■!■■ la I XX i ii ■ 



■ lows i^ot Up lix llo 

 lists. -IK 1, as hax e 

 lieeii s h n \\ II t'roiii 

 t illie to t ime i II t he 

 )ia^es ot' Tile 1,'ex ie\x . 

 ha X e iiKoh' st roii^ im 

 pii's-ion- a lel eXc^rti'd 

 .a poxxerl'ul i ii fltiem-e 

 on the piiMic tioiii 



till' si.|ew;i|k -iile o|' 

 the XX i 1 1 . 1 o X\ s . ; I I i d 

 I thi- influence has i-e- 

 acte.l to the tieineii- 

 ■lolls ,adx ;ilit;!L;e (if 

 the llorist x\ ho h.as 

 taken the time ;iiid 



■ ■ a r e nei-e-s;i rx to 



■ lecor.ati' the x\ i ii.1(jx\-. 

 The main re.piisit,. 



is the Use ,,f ;i cen 

 t ra 1 idea. :i I'l^iire 

 that 'Iraxx- altentioii 

 .aihl iii.ake- a delinite 

 impression on t he Ii.>- 

 hcdiler. The siiii- 



plicitx of Ihe ileco 



ration is ,-i point in 

 its fax or. for it pro- 



mot e- it- ■jefiniteni-ss. 



