Trends

Introduction trends

There are many trends in flowers and flower art in various countries and at various times. We will discuss the main lines of development of trends in Holland and some international links, including some trend watchers.

This page contains following subjects:

• Culture and sociology

• Trend watchers

• Classification of trends

• Trend watchers in Holland

• Trend watchers in USA

• Trends from China

• Trend watchers in Germany

• How to make trends profitable

• Present day trends

• Publications on trends

• Exhibitions

Culture and sociology

Sociology studies the behavior of Man. Humans develop an own lifestyle, a way of thinking and acting which is essential to life and thus influences purchasing behavior. This lifestyle is related to values in society and to people's own standards. A life style is a culture with its own traditions, symbols and habits. In all cultures we see imitations of general traditional values and rules. Trends are not always regarded as being of influence. People conform to what they personally think is important. Rank and position set the rules, as does religion. A lifestyle incorporates a kind of etiquette. It determines how people should behave in a certain situation. As soon as people become more individualistic their own personality plays a more important role. One has to prove oneself and win an own place in society. In a free society trends and fashion images change rapidly. Some groups try to distinguish themselves from others. By paying less attention to traditions, values and a sense of belonging to a group, individuality becomes more important. Therefore we find developments of different life styles. People present themselves increasingly as an I-person (individuality).

To make it easier to find an own identity one needs special images. These can be in the form of fashion, language, a magnificent car, the use of drugs, exotic vacations and so on. In this age of economic abundance of products and money, following trends has become a compulsion to many people. In fact we can speak of a form of mental poverty. This especially applies to people who follow trends but do not like them. They uncritically follow the majority or forced fashions and trends. In this way industry terrorizes the individual.

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Trend watchers

Trend watchers are on top of the developments in the field of fashion, design, attitude to life, the use of stimulants as drugs and so on. Trends can last for 5 to 10 years, but usually disappear sooner. In flower art many trends only apply for about six months. Trends usually have no connection with a particular area, group or time. There are short-time hypes and crazes, but there are also tendencies. There are long-time trends, local and national trends, international trends, expensive and cheap trends and cheerful and frightening trends.

Commercial trends do not appear out of the blue. There is a period of 2 to 3 years before a trend is launched. Companies and designers dictate what will be the new colors, materials and trends in 2 or 3 years' time. Trend watchers create trend books to visualize the idea's. Industry follows to make sure production continues and the flow of products can be sold. Many trends return after a number of years, they move in cycles. Many new elements in arrangements in flower art are said to be a trend, but are often merely creative ideas by the individual floral artist. Social trends arise spontaneously or are the result of developments. Influences are behavior based on religion, the use of drugs, violence, lack of empathy or moral sense, subcultures, avant-garde movements, antisocial groups and so on. Trends and fashion are connected, they determine someone's image and are incorporated in a personal life style.

The introduction of a trend:

As soon as the Early Majority starts buying the product the Innovators and Early Adopters begin the search for a new trend.

Because of internationalization in many fields and sophisticated communication it is easy to see what trends are developing in the industrialized countries. TV, Internet, magazines, demonstrations, exhibitions and seminars are sources of information.
Trend watchers often convey vague messages, they think in general terms. This is because often there are many different trends on the market at the same time. Since 1998 it has become a trend to talk about trends. It is big business. Many trends get no further than the designer's table or the editor's office.

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For analyzing and detailing purposes we can group trends as follows: Lifestyle; Taste; General; Trends; Colors; Floral art. We will show you some trend suggestions as presented in magazines.
Taste groups, originated in 1995 according to trend watchers de Bock en Dekker in Holland:

Casual; ca. 25 % of the population.
Popular; ca. 20 %
Modern; ca. 15 %
Serious; ca. 16 %
Classical; ca. 12 %
Trendy; ca. 12 % especially young people

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Trend watchers in Holland

Dutch interior institute
They publish a yearly book with the main features and expectations for interior design.

Lidewij Edelkoort, Wageningen. Director of the French company ‘Trend Union’.
She follows her intuition. She aims to turn negative developments into positive ones. She strives after less, but better quality products. Society is reforming to open dynamic groups. The time of individuality is over. Companies must focus more on ethics. Managers will be judged by the way they treat their staff rather than by the money they make. The more the world turns into a ‘global village’, the more people will become interested in products with a national identity.

Justien Marseille; Grey Communications Group
In 1998 the question is whether the fast changes in society are trends or crazes. The mobile phone will soon rule the world. Obtaining information becomes easier. Limitations of scale are disappearing. Consumers are becoming more suspicious and critical. If companies want to be successful they must adopt ‘selling by telling’. Because of a greater freedom and an abundance of information people will be searching for security, cocooning. Many people will arm themselves against the bombardment of information.

Bureau Inter/view
Research in 1997 showed that young people are difficult to reach. They are more egocentrically and egoistical than in the past. They conform less to the very neat and well-organized Holland. Their life is mainly based on having fun, independence and money. They have become calculating hedonists with a tendency towards a happy family life. They are known as the elimination generation. Hard work, a healthy environment and democracy are not so important to them. Eight out of ten twelve-year-olds do not know what Internet is. They are not interested in politics. 27 % identifies with Gabber.

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Trend watchers in the USA

Faith Popcorn; Brain reserve
This is a very important company. They show us the main lines of development in society and the trend developments.

Rowan Gibson
Frans Ankone

The trends research institute of Rhinebeck N.Y.
Life style trends of the 90ties. For many people life is back to basics. People want a less complex society. Life must be simpler, especially women feel this way. There is not enough satisfaction in a brilliant career. Relationships are more important, people want less stress. In the USA people introduce more flowers into their houses. They do this to express sentiment. Flowers as a gift become more important. Arrangements with mixed flowers in natural styles are popular. Flowers like: Phlox, Paeonia, Syringa, Dahlia, Rosa are used. Classical flowers are mixed with modern ones. The way of arranging is mostly natural and informal. Also grouped bouquets are popular, made up of one single variety or a mixture. Bouquets can be Victorian. Free hanging ribbons give a romantic touch. The all-sided form is seen most. Colors are mainly dark purple, red, blue, contrasting with orange, strong pink. Pastel tones such as yellow, lavender, peach and pink complete the palette. Vegetative arrangements are popular these days. A freshly-picked-from-the-garden arrangement can look very elegant and suggest an 'outdoor' feeling. As an extra we can use a ribbon or bow. A glass vase is ideal because we can see the stems. In general arrangements become more balanced.

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Trends from China

Since 1998 Europe is becoming interested in Feng Sui design; This is Chinese for ‘Wind and Water’. It offers 9 ways to introduce balance into our surroundings and aims to stimulate positive energy. The number 9 is magic and the highest single number. Flowers and plants express Feng Sui because they are positive in nature. A few examples:

• Guests are welcomed with the color and warmth of fresh flowers.
• Green is a healing color, that is why we use green plants.
• Plants can camouflage imperfections of the interior.
• A plant can soften sharp edges of walls and furniture.
• An unused corner in a room becomes more pleasant with a Ficus.
• Flowers and plants are restful to the eye. They prevent energy loss.
• Plants provide oxygen.
• Colors complement the interior.
• Positive flower scents are brought into the house.

(in 2000 this trend is not very important anymore)

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Trend watchers in Germany

Gert Gerken
He is the guru of German management. His main sources of information are subcultures like the Grünen, New Age, groups of young people and radical minorities. Also he scans avantgardistic media for new trends. He analyses interviews with experts, art shows, fashion shows and so on. Gerken can "see" 5 to 10 years ahead, he says. He is interested in the meta-trends, which are worldwide, surpass cultures and are multi-dimensional. He recognizes 5 meta-trends:

1. Networking; this takes the place of personal contact. To be taken seriously you must think in global terms and not state the obvious.
2. Cross culture.
3. Autopoiese or self-creation.
4. Mind governs reality; companies must pay more attention to the well-being of their employees than to improving the organization. Material quality of a product is no longer the key to success. Innovation lies in scoring on the market.
5. Time and quality merge.

Other trend watchers

Many trend watchers work international. they have to do this because if not, they cannot sell the trends and cannot have a good view in the development of trends in the market. Examples of International burro's, as far we not have named them by a country:

Promostyl
This is a fashion office with offices in Paris, London, New York and Tokyo. They do trend research and company consulting. They work with trend books to visualize the trends.

Click here for our link page trends

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Trends can lead to a higher turnover in a flower shop. It is important to create a context presenting the trend. A florist must link flowers and plants with and fashion, textiles and suitable containers. He must create an attractive image around the trend. The shop must breathe the atmosphere of the trend you want to emphasize. To sell trends successfully, all the details in a presentation must be clear. It is not advisable to aim for all taste groups at the same time. Market segmentation is the best choice. What you choose depends on the type of customers in the area. It is seldom a success to only sell what the florist likes himself. Important is to try to fulfill the wishes of the customer. Few florists can afford to sell exclusively their own choice. Modern trends in interior design can be used as starting point for the presentation of a trend. Be sure you know what is going on in trends and be one of the first to present them to your customers. The largest target group is 'casual', so most florists concentrate on these consumers.

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Designers think minimalism and simplicity will continue long after the year 2000.
The magazine Living had a trend analysis done in 1998. They recognize 7 groups:

Passives; the underside of society.
Plodders; divorced, unmarried, redundant, immigrants.
Middle brackets; satisfied with their situation, married, often Christian.
Go-getters; ambitious, materialistic, two salaries, good education.
Successful; achieved status and recognition, high education, in his/her thirties

Self seekers; young, studying, two salaries, looking for own identity, not materialistic, baby boomers.
Balancers; working on personal development, seeking balance in life, not averse to property, in his/her thirties, two salaries, high class, baby boomers.

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Publications on trends:

Trends in flowers 1993, Johan Zomerdijk, Flower auction Aalsmeer
View on flowers, Lidewij Edelkoort
View on color, Lidewij Edelkoort
Dutch Flower Council promotions

Magazines in The Netherlands:

De Pook / Artflor, florists' magazine.
Bloem en Blad, florists' magazine.
Special bloemschikken.
Elle Wonen, interiors magazine.
Eigen huis en interieur, interiors magazine.
Living, interiors magazine.
Woonbeeld, interiors magazine.
Ambiente trendbook.

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Ambiente; one of the most important European home exhibitions.
Mess, Keulen, Germany; Office exhibition.
Ambiance, Den Bosch, Holland.

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Last update of this page 06.03.2005