10 



The Florists^ Review 



OfTOBKlt 1*1.', 1!»14. 



Orderliness Without Stiffness is an Object to be Striven For. 



lli:iT ii--U ;i .ii^tdiiiiT ■< I'all. K\ ciyt liin.L; 

 A\ill have it^ ]ilai(' ami \\\\\ 1m' ki'i't 

 IlitMC. ( 'nn\ cnifiiic ainl ((Piiii'oit will 1m' 

 the iiiaiks ut till- t'-^taiilisluiiiMit. with- 

 out citluT (iis»«i|fr on tiio one liaJitl vv 

 stilViicss dt' apiifaianrc on the otliiT. 



Like a Habit. 



'I'lic a(roiii|iaii\inL: illustration-^ show 

 liow jiidlitaMc arc tin' icsnlts oi' a little 

 ••aic. 'I'licy aic ot' tlu' stoio of tlio l.a 

 <'idssi' Floral Co.. ot' La Crosse. Wis. 

 This i-oiii|ian\ "s luisiness has increaseil 

 so i.ii'iilly ill the six ve.ais ot' its t'xist- 

 eme that it was I'Orently deeidotl to 

 oiieii a stole to taeilitate carrvinj: on 

 tra>ie. .Maintaining: its hi^h standard, 

 the r(ini|iany ohtaiiu'il the liest ot' lix- 

 lui'es anil t'lii'nishi iiLzs. and. to still 

 further lodd to its hi^h reconl, it j:a\ e 

 e\ery attention to keepinj.' uji the ex 

 ( elleiit a]i|'e;n;iiice of the ]daie. 



It is easy to kee|> up ainiearancos iu a 

 new store, sonio may t;ay. True, lor in a 

 new store there are no had lialiits to 

 loeak. iJut uood liahits, onee fornied. 

 will wear just as well in an tdd jilafe. 

 and to ;i niiirh more a|i|ireiialde ad\an- 

 ta;:e. The first (dije.t is to j^et the 

 ;^ood haidts. and with these, ai'pearauci's 

 will seem to keep up 1 lieiiiseh cs, almost 

 without etl'oit. 



stores that it ••ifl'eets the whole tlower 

 iuisines- wlodesaler. ret ailei- and >;idw- 

 el alike. The wholesalers understand 

 the <oiiditioiis under which (le])artinent 

 store s;ilc^ ;ire made lietter than eitlnM' 

 the i-etaileis or the growers, who ^iow 

 them I'ldiii a innre or -less jire.judicetl 

 p(dnt of \ie\\. The retailers l)(die\e 

 that the department stores take away 

 their eiistonii'i^ in some eases anil 

 rhe.apeii their stoik in others. The 

 t^idwers lielie\e that the ]iiices jiai<l 

 are st.ai \ .atioii juiies ancl that tho 

 ( l.ainis made are uiiu airanteil. Desjdte 

 these eonlli.T iiiii \iews. many of our 

 thinkiiiL: lloiists are romin;: to the eon- 

 ilusion that the clepartment store 

 tlower shoji is a deeided aiUanta^t' to 

 tho liusiiu'ss toda\. The surj)luses inei- 



deiit to the growth of husiness are 

 lar;;(' that a way must he found 

 move them. I'riee is not tho first ■. 

 sid(Mation at sueh .a time. The st. 

 must he ino\('(l ''to make loom,'' 

 the si«ins s;iy. 



The tliinj^s that are not j;ener; 

 uiidi'istdod liy the rotailor.s are t' 

 the dep;nt nieiit stores pay fair prl 

 for the sto(k they huy and th;it 

 nearl\- e\ery case they make (|uiti' 

 laryc a ]irolit ;is tlie iidailer d()(>s; w 1 

 lliey dmi't, the ditVeicin-e is more ll. 

 made up li\' the anunint ot' adxerti-i 

 (ddained from the hullabaloo. I 

 instance, a specimen plant purcha- 

 at .-fti is olVered for sale at .+ l.').S;), :, 

 if it doesn't sidl in a week it is marl 

 "Special. .+ 1l'.l:;». " K'oses that no 

 taile" will ln;y ;ire ]iurchasei| at •+."> | 

 thousand ••ind olVeicd at 1 cent ea 

 I L' cents per ilo/,en. The ni.arket li:. 

 in;;' t i,ulit ene(| : in (dlier words, all !■ 

 |Mior roses h.-niii;;' heeii s(dd, the sa; 

 roses are otlered alter liiiicdi ai ll cei - 

 each, '2\ cv'iits |iei' dn/eii, \\liile t 

 ci'owd thickens aioiind the couiif. 

 I''erns that cost ."iii cents are atli:i 

 ti\(dy marked ;it '.'s rent-, which. \\\\ 

 you consi(|er that the stock is (|uicL 

 li;indled. is iKd so li;id. 



The modern llowei shop in ;i dep;ii 

 nient store nnist iia\o a li\e florist, w 

 understands his liiisiiits< thoroughly, 

 char;;i'. Sutdi a m;in knows when tin • 

 is a siir]ilus ot' anything' ;ind what th m 

 thill;;' is \\(iitli. lie liriii;;s prodiu • 

 ;in(| consumer to;;ethei' and must iiial_' 

 ;i I'.air jU'olit to make it wdith his \<^iii. 

 to do so. Most florists h;i\c ceasciNi'^ 

 Ixdiexc that these ^ales seriously alVct 

 juices, hecause they see that most •■'' 

 the dep;irtmeiit store huyers !iro I'nreh" 

 tlower luiyeis. When tht'v liocome -■• 

 they re(|uire somethini: li(dter than i 

 deiMi'tment store can supply, and t^ : 

 that th(\\- eo to a Ihuist. 



'J'he ;;i'owers .aie less strenuous 

 their ojiposition to the new metlie 

 They liaxo sonu' jiainful moments o\.i 

 the ]uices and the come l>aiks, hut t 

 teaches them husiness, .and in so doii_' 

 is of ;.M-eat value. Whether we like t 

 or not, the dejiartment store flow! 



DEPARTMENT STORE METHODS. 



.\ li\<' Journal must tell its leader- 

 what i-- L;oiiiLj on. to he in t(undi with 

 the time^. The most iin|'ortant thin;; 

 in the flower loisiness today is the 

 inethixl <'iiiployed to sell floW(M's and 

 jdants in the clep.-irtment stores of the 

 ]ar;:er cities. The methoils liavo mate- 

 rially (hanoed since the heads of the 

 oreat stores have hotter understood 

 conditions. 



l-'orinei'l\' till' flower dei^aitmeiit was 

 iimlei one (d their own people, ii 

 tr.ader. a l.iisine--- man: t'icla\' it is 

 run li\' .a tloii-t. who iiiii--t lia\e husi- 

 ness .aliility. ii-ually on the ]>ei'ceiita^'e 

 jdaii. So rajiid has heen tlie ;;row'th 

 of the hii-iness in these department 



A Few Plants and Cut Flowers Look Better than a Mass of Them. 



