Leveling Up Your Floral Brand to Compete in the Luxury Market
As florists within the wedding and event sphere, it’s understood that this industry can present us with incredible opportunities to create beautiful offerings for our clients. That said, it can be tempting to try your hand at competing in the luxury market if it’s within your means to do so, especially when you consider the potential growth that comes along with it.
For me, my brand has always been about visualizing larger-than-life florals and making them a reality. The luxury market has given me tremendous success, but it goes without saying that it wouldn’t have been possible without hard work. If you’re aiming to venture into the world of luxury for your floral brand, these tips will help you climb the ladder.
Identify Your Goals
Before you begin taking on high-end projects, I highly suggest that you sit down and do your research. There are a lot of moving parts that you’ll need to consider before simply declaring yourself as a high-end brand, and outlining your goals is the perfect place to start. What specifically do you want to achieve by working with luxury clients? Are you looking to take the plunge for the financial benefit? Do you have an ideal client in mind that will allow you to figuratively stretch your creative legs? Naming your goals will allow you to work backward and create a system to support your new offerings.
Now that you have your why answered, it's crucial to move on to your how. In order to define what your pricing will be, you'll need to understand what the luxury experience means to your ideal clientele and how you’ll need to elevate the quality of your offerings to meet, and hopefully exceed, those expectations.
Add Offerings To Your Floral Brand
While everyone is different and unique in their own right, one of the things that helped me in making a name for myself as a luxury brand was to expand my services. Now, that said, it should be made clear that this isn’t required, and it may not make sense for everyone.
However, when I took the plunge to offering design services in addition to my floristry, I saw firsthand that I was able to interweave the two. It was a natural progression, and the luxury market that I was striving for was much more accessible. I highly recommend considering an expansion of your services, but only if you foresee that it’s realistic and sustainable for your business. Doing so can really appeal to the ideal client that you’re looking to attract.
Develop Marketing Strategies For The Luxury Market
When you scroll through social media and take a look at various wedding and event pros, you can typically get a feel for their target audience based on their copy and imagery. As an example, a luxury brand may take extra care in curating their Instagram feed – making sure they have a consistent color story and sophisticated verbiage in their captions.
Beyond that, appealing to luxury clientele means staying ahead of the curve regarding what’s on-trend. Pay attention to keywords, hashtags, engagement, trending themes, and more. Keep your website sleek yet eye-catching, and make sure that you’re prioritizing visibility at every turn. For this, I highly recommend taking advantage of social media scheduling, as well as hiring a capable team that can ensure you’re driving traffic to all of the right places.
If I could give advice to any aspiring luxury florist, it would be to never discount the value of doing your due diligence with research before jumping into the market. There’s never such a thing as too much preparation – whether that’s crafting a website that has prospects flocking to your contact page, or dissecting the needs and wants of the client you’re striving to serve. ‘Luxury’ is more than a word, it’s a lifestyle that you should be prepared to commit to for the long-run!
Ready to Take Your Floral Design Skills to the Next Level?
Explore EDDIE ZARATSIAN EDUCATION!
Courses, tutorials and mentorships on the art and business of floral and event design.
