Selected Trends by Selecta One

Selected 2016 Issue

TRENDS

GO FUTURE

NEW CONCEPTS FOR THE PLANT BUSINESS

HIGH POTENTIAL

USING CHANGES IN CONSUMER BEHAVIOUR SUCCESSFULLY

TABLE OF CONTENTS 04

POETRY

EASY-CARE

BELOVED HAVEN

RECARNATION

SOCIAL MEDIA

HOMELAND

LIVING OUTDOORS

CHRISTMAS

OUR SERVICE

he success of our first trend magazine last year proved us right. Future-oriented concepts for the sale of bedding and balcony plants are in higher demand than ever. Gardens and plants continue to be high priority for consumers. Social trends have changed the expectations and wishes of customers and influence consumer behaviour. Our products must therefore keep on fulfilling their wishes, despite these changing factors. A major opportunity stems from the yearning of many people for the safety of home and a feeling of comfort. In times of global travel, many consumers are looking for a personal retreat and familiar settings – and they find it in their gardens. The plants and their scents awaken fond memories. Alongside geraniums and petunias, carnations are now also making their way back into gardens on the retro wave, and consumers of all ages are on board. Sustainability and environmental protection become a matter of course in this search for wellbeing and a sense of belonging, providing a solid foundation for customer confidence. Let’s inspire the consumer with emotional concepts, because they offer an indispensable basis for unique added value! I hope you find lots of inspiring ideas.

Best regards, Richard Petri

Photos Cover : © opoija - Fotolia.com, Jenny Strum - Fotolia. com, Zerbor - Fotolia.com, diese Seite: iconogenic - Fotolia.com

EDITORIAL

POETRY

NIGHT

“Petunia NightSky ® is the perfect FleuroStar winner: eye-catching at the Point of Sale, combined with high

has an inspiring story to tell and brings the night sky to the terrace or balcony. FleuroStar is the ultimate contest to find the ‘Winner with the Wow Factor’. Thank you Selecta One for entering the competition with NightSky ®, it is a real pleasure to promote this beauty.“

STAR

IS BORN

Ann Jennen, Fleuroselect

This unique and extraordinary petunia cultivar offers a galaxy of possibilities for compelling storytelling in the retail outlet: It tells of a thousand journeys through the starry skies, the poetry of the moment, of life, discovery and astonishment. NightSky® has a history that gives flight to the imagination, because it stills our yearning for more feeling. It is a story that has already sold hundreds of thousands of times – and will continue to do.

Fleuro

Star WINNE R

„

Photo: © konradbak - Fotolia.com

perfectly-chosen name, this unique plant

„

commercial potential. Thanks to the

T he stars are beautiful because of a flower that cannot be seen … The Little Prince, Antoine de Saint-Exupéry

THE RETAIL

Potential: Unique innovation, one-of-a-kind storytelling. Added value

through multiple awards, e.g. winner of the “FleuroStar Award” in the 2015

ightSky , the petunia with the unique petal variegation, is the new shooting star on the petunia horizon. Every flower is a tiny universe. ®

FlowerTrials®, “Best Bedding or Pot Plant” in the 2015 Four Oaks Show in England and the “Gold Innovert Award” at the Salon du Végétal in France.

Target group: Consumers of all age groups, whether as a gift or

for personal use.

Pull effect: Numerous articles about cultivation in social media and

print publications generate strong demand.

Sales: Secondary placement with a special display.

LITTLE HEROES

EASY-CARE

ittle heroes can meet (almost) any challenge and reward their owners for even minimal care with profuse flowering. They make it easy for urban nomads to create a blooming oasis – even if they have no green thumbs. Water reservoirs for independent living It blooms and blooms and blooms. Portulaca PortoGrande® won’t let the occasional dry period spoil the summer. On principle all this little blooming wonder needs is a rain shower from time to time, allowing it to store water in its leaves and keep on producing new flowers. So the watering can will stay dry most of the time.

er ® Yellow Compact FlowerPow

„

Comment of a Facebook user

Photo: © contrastwerkstatt - Fotolia.com

Flowers are fantastic! But I’m not interested in more chores, I don’t need any more deadlines. My balcony should be a “laissez-faire oasis”.

ardy, strong and beautiful: when plants are sometimes left to fend for themselves, they must possess special skills. 6

LITTLE HEROES

EASY-CARE THE RETAIL

Potential: As a problem-solving concept, it offers added value for the retailer and higher revenues per unit area.

Target group: Younger consumers with little or no experience with plants as well as consumers with little time and space or difficult planting sites (e.g. windy roof garden).

Storage efficiency: These “little heroes” are also a convincing product for retailers due to their high storage efficiency.

Problem solvers: The new concept encourages even consumers with little experience or bad luck with plants.

ll beginnings are easy. And uncomplicated plants provide an instant feeling of achievement, making gardeners want more. The right choice is what counts. 8

A PLACE TO LIVE Especially in densely populated cities, a balcony improves the quality of life – even more so if it’s full of beautiful plants. But modern city dwellers these days have numerous other interests all competing for the little time they have. Career, friends and family, treasured hobbies – easy to forget the call to water. So plants that are guaranteed easy-care will prevent flower fun from turning into balcony boredom.

Shopping list

Pelargonium M ® Calibrachoa arcada ® MiniFamous ®® Portulaca PortoGrande 3 in 1 Tr ® Mandevilla ixi® Du ® Lavandula ndee ® ® L Pelargonium aVela Moonlight® ® Xerochrysum Mohave ® Pennisetum adven a Chelsea Osteospermum FlowerPower ® ®

LITTLE HEROES BECAUSE IT’S SO EASY Trixi® is the balcony gardener’s best friend. Selecting and combining has never been so easy, since there are already three complementary varieties growing in every pot. With the tools we have developed for the POS, these plants virtually sell themselves. We would be happy to help you with this. Just get in touch.

THE RETAIL

EASY-CARE

Potential: Benefits along the entire retail chain! Tried and tested mixtures of homogeneous varieties. Perfect cash & carry product, sells well without special sales advice.

+ POS tools: Information brochures, printed pots, a poster, photo material and lots more sales promotion support for plant retailers. + Storage efficiency: Meets the demands of storage and transport efficiency on all levels of retail. + Problem solvers: Excellent flowering all summer long, even without extensive plant know-how.

CONVENIENCE: PRÊT À PLANTER In this day and age when time is scarce, smart products are a hit with consumers. Trixi® sells well without special advice and offers garden centres and flower shops perfect balcony solutions for their customers – and without taking up a lot of space. Whether cheery, romantic or exciting – whatever summer blooms the consumer wants to experience, Trixi® offers the right combination.

Trixi ® Blueberry Parfait

he trendy triplet for more variety in one pot. Trixi® offers harmonious combinations without any compromise. Purchase, plant and appreciate the blooming spectrum. 10

Trixi ® Passion Trixi ® Coco Bello

tail Trixi ® Crazy Cock

Trixi ® Bolero

“

You’ll never have shining eyes or be able to laugh about yourself if you’re always worried about what could go wrong. Have courage. Get out there and live. Just try it.

Photos: © opoija - Fotolia.com, Iakov Kalinin - Fotolia.com, Zerbor - Fotolia.com, Oleksly Mark - Fotolia.com, Sven Sindt

REVIVAL OF THE CARNATION

dear old friend enjoys resurgent popularity. When looking back on past decades – and also into the present – the growing desire for neo-retro styles is obvious. 12

RECARNATION

”

Gina Schöler, German Ministry of Happiness and Wellbeing

CROSSOVER WITHOUT LIMITS If you want to stay ahead of the pack, you first have to take a few steps back. Without much sense for tradition, many younger consumers today look to past decades for inspiration. Their feeling for life is expressed in a carefree, colourful mix of Best-of-Before – across all style boundaries. It’s all about a yearning for warmth and a sense of belonging in a high-tech world. Whether sixties furniture, crocheted cushions, vintage VW buses, macramé planters or vinyl records: all over the globe trendsetters revel in the beauty of yesteryear. And also from the pool of childhood memories, the carnation is also experiencing a grand revival.

THE BASEBALLS – A LIFE ATTITUDE IN MUSIC The story of this German rockabilly band begins in 2007 in Berlin. Their love of the music and lifestyle of the 1950s and 1960s draws the three band members together from the first moment. But at the same time they also want to reach young people with their music, so they explore the idea of doing cover versions of pop songs, interpreted with their own special twist. The result: instant popularity. Because what this trio likes doing most is also what thousands of fans like too. Their YouTube video of Rihanna’s hit “Umbrella” has meanwhile been viewed over 23 million times, the kick-off for this success story. Their debut album “Strike!” sold nearly a million copies off the cuff. From then on, everything they touch turns to gold and platinum: 4x platinum in Finland, 2x platinum in Switzerland, platinum in Sweden, Norway and the Netherlands, gold in Germany, Austria and the UK! Their live performances drive fans all over Europe wild. In the late summer of 2016 their fifth studio album will come out. Rock 'n' roll is alive!

Colores

Capitán

REVIVAL OF THE CARNATION

RECARNATION

Photos: © Sensay - Fotolia.com, iconogenic - Fotolia.com, Konstantinos Moraiti - Fotolia.com, Sven Sindt

THE RETAIL

Pillow

Potential: Around 30% of all plants are impulse purchases or gifts bought

to give on a special occasion. The renaissance of old favourites is a big trend for consumers.

Target group: Consumers of all age groups, as gift or for personal use,

increasingly also young consumers with a penchant for retro trends.

Sales: Secondary placement with a special display, e.g. ‘Pink Kisses’ as a plant

& pot set or miniature.

Storage efficiency: Carnations also meet the demands of storage and

transport efficiency on all levels of retail.

Marketing: Some varieties year-round.

n today’s leisure cosmos, people are less about rebellion than about everything that gives them a feeling of belonging. Plants we remember from Grandma’s house are a part of a large pool of shared memories. And that makes the pot carnation, which is a style icon of a past era, so attractive to today’s trend setters. And yet, similar to the modern-day record player, the modern carnation has also become a high-tech product, thanks to cuttingedge cultivation techniques. Durable, long flowering, easy-care and up-to-the-minute flower colours – how can you not love them?

THE INDIVIDUAL CULTIVARS 1 Colores 'Sangre' 2 Colores 'Oro' 3 Colores 'Beso' 4 Colores 'Amor' 5 Colores 'Nieve' 6 Colores 'Dulce' 7 Colores 'Sol'

“It was actually a coincidence that Sam, Basti and I met at a rehearsal studio in Berlin in 2007. We immediately recognized each other by our style. We bonded through rock ’n’ roll and founded our band shortly after that. We wanted to reach young people with our music. Our concept: we take good songs and guide them to their real purpose, which is rock ’n’ roll. We’ve been extremely successful with this. The fun we have with golden oldies, the mixing of past style elements to make something new is something that appeals to many fans – whether it’s a retro leather jacket or even a cool carnation, it’s a perfect fit in today’s world. FYI this summer our new album is coming out – we’re calling it “HIT ME BABY…”. This time we merge an entire music era in the 1950s and 1960s. Time to gel up your hair, get your carnation on the table and rock!” Digger Brans, The Baseballs

MEETING THE CONSUMER Photo: © Tyler Olson - Fotolia.com

SOCIAL MEDIA CUSTOMERS HAVE HIGH EXPECTATIONS They want to be able to decide freely about how and when they are informed about new products. Through the consistent crossmedia orientation of all marketing activities, everyone can have it their way. Social media provides a welcome platform especially for the younger generation, above all when they want information about the latest trends. Digital storytelling has the aim of increasing awareness, expanding access to target audiences and initiating a dialogue with customers. On Facebook and YouTube PinkKisses® is given a ‘human touch’ through video animation, which connects with the user on an emotional level. QR codes provide easy access to these offerings.

“The PinkKisses® concept is a good example of how well modern concepts can function – from the nursery to the end consumer. With a strict, target group-oriented marketing concept and a bunch of innovative ideas, which may sometimes have a polarizing effect, we can draw attention to our products and receive appreciation for them. Last but not least, the huge success of our posts about PinkKisses® on the Facebook page of the “Flowers - 1,000 Good Reasons” initiative has shown that modern cross-media marketing can generate a higher recognition value and simply inspire the consumer. This benefits all levels of the retail chain.” Michael Hermes, Division Manager at Landgard

he PinkKisses® brand becomes a member of the digital trend community. A social media campaign completes the communication mix and generates interaction with the consumer. 16

DAHOAM Photos: © Jenny Sturm - Fotolia.com, Kzenon - Shutterstock

HOMELAND A LAND IN ALPINE FEVER Feeling at home anywhere in the world, always connected to your homeland. Tradition-minded denizens manage the balancing act. Dirndl dresses and lederhosen can meanwhile be found in closets from one end of the country to the other. The music of folk rockers such as Andreas Gabalier connects generations of fans. Wanderlust is an affliction shared by all, alongside a penchant for genuine, down-to-earth and grassroots things. The market for homeland publications is growing, with such magazines as “Landlust”, “Landidee”, “mein schönes Land” and “MUH” surpassing the circulation quotas of established titles like Gala and Focus. Homeland is more than just house and home. It is a life feeling that is somewhere between the beloved scents of childhood and a kind of warmth and security that can only come from the existence of familiar values.

“ ”

The whole world associates homeland with an idyll. But home is not a place, it’s a feeling you crave. Stefan Strumbel, successful German pop artist

AlpeTunia® Soft Pink

n a globalized world it isn’t always easy to find your inner compass. In the search for the promise of comfort and safety, old customs and traditions bring cultural identity. 18

Lilac Picotee, Lilac Dark Vein

DAHOAM

HOMELAND Exclusive

in specialty shops and at Obi in

2017

THE RETAIL

Potential: The AlpenGärtner concepts not only sell plants, but also create a positive holiday feeling and unique storytelling, boost brand confidence of consumers in regional and authentic products.

+ +

Sales: Premium plants excellently suited for later marketing.

Quality: Outstanding shelf life and sustainability for the consumer, AlpeTunia® and pelargoniums are weatherproof, fast-growing and extremely disease resistant.

Cross promotions: Ideal product for supporting classic retail themes such as “Oktoberfest”, the “Bavarian Weeks”, etc.

DREAM BALCONY À LA BAVARIA The style of Alpine gardens is anything but small. Long cascades of flowers flow down dramatically from chalet balconies and luminous colours are resplendent against the blue-and-white of sky. The magic word is long-range impact, which is achieved with germaniums and hardy AlpeTunia® petunias. Mountain flair can also be showcased at the POS with long-range effect. We would be happy to support you in developing a promotion of your own.

Photo: © fotogestoeber - Fotolia.com

AlpeTunia® Dark Blue

Shopping list Dalaya Suna

lpengärtner brings the homey flair of Alpine landscapes to your balcony. Regardless of where it is: Bremerhaven, Krefeld, Cottbus, Kassel or Bad Tölz. 20

er White® Pela rgonium G laci ® Alpe Tunia ® Petunia Da laya Dahl ia Belleza®® Gau ra Luis Easy B lue Gentiana Meditation White Echinacea se®® Pela rgonium Sun ri ® tica ® Dianthus Dian Kitty Dark B lue Festuca ta®® Argyranthemum La Ri

WILD LIFE

“The topic of sustainability is gaining increasing importance among the population. The home improvement and garden industry has therefore been actively supporting the protection of bees and sustainably produced plants for the past two years. In a mutual dialogue with plant producers and retailers, the use of substances potentially harmful for bees has been massively cut back and pesticides that are harmful for bees have been taken off the market. DIY and garden centres demonstrate their sense of responsibility in many areas and their commitment is constantly increasing. Such retailers have significant potential at the interface with the consumer, which must be used to advantage.”

THE RETAIL

HOMELAND

Potential: Natural gardens and environmental consciousness are hot trends for consumers.

Target group: Families, consumers with a love of nature, but also classic DIY hobbyists are open to this theme.

Cross-selling: Cross-selling: Range of balcony plants for enhancing protection of bees and insects, topics relating to (wild) herbs as well as books and magazines on these subjects.

Jana Stange, Project Manager Environment, BHB (German DIY retail association)

„

He who wants to increase his wealth, should take the bees as an example. They collect the honey, without destroying the flowers. Siddhartha Gautama

st li g in p p o h S

ustainability and back-to-nature themes are becoming increasingly important for many consumers. They want to be ethically responsible and are willing to support a good cause. 22

k Sensation Pin ea c a in ch E dcote Blue Hi la u d Lavan ead Dark Red st un M Sedum Marino Blue Heliotrop Dalaya Dahlia Belleza® a r Gau ao® c a r u C Lobelia Mohave® m su y r och Xer Eldoro® Bidens Blues® a en b Ver

Dalaya Shari ECO ETHICS EN VOGUE By now it is a well-known fact that we would be lost without insect support. For this reason, consumers are looking for possibilities to foster these useful little garden dwellers. Beekeeper associations are also attracting increasing numbers and beekeeping is deemed the new yoga among bee enthusiasts. The bee-friendly balcony box is not only beautiful but also a statement of nature. Bees hover around dahlias and lavender while butterflies flutter over to the wild sage. Information on the tags provides the consumers with guidance for choosing bee-friendly plants and matching combinations as well as giving them a “good feeling”. After urban gardening, urban beekeeping is now taking the cities by storm.

FRIENDS & FAMILY

LIVING OUTDOORS

THE RETAIL

“In the summer, gardens in Germany are transformed into true open-air living spaces – to the extent the weather god allows it, everything from cooking to chilling takes place outside. Rest and relaxation are a central factor in the way we perceive our gardens today, because at a time when the influence of megatrends such as urbanization and connectivity are so great, a garden offers first and foremost a retreat from the hectic pace of daily life on the other side of your front door.” Anna Hackstein, press speaker for the German Garden Industry Association (IVG)

Potential: Grilling and dining outdoors are the biggest growth drivers in the German garden market.

Target group: All garden owners, fans of barbeque parties and people looking for a gift.

Positioning: The closely related barbeque theme opens up the possibility of impulse buying of gifts for future garden parties.

Marketing: Possible from spring to autumn.

st li g in p Shop

he garden has established itself as the favourite place for spending summer days. It is the preferred meeting point for family and friends and is gradually becoming a green living room in need of decoration. 24

Pink Kisses ®

FlowerPower ®

Dark Purple

Pillow ® Dianthus LaVela la de Lavandu Portogran ® Portulaca Trixi ® 3 in 1 Rozanne Geranium Maroccan a h t Men Italian lumnar re a lg vu Origanum Greek Co ® Basilicum Moonlight ium Pelargon ndrica Red Baron yli Imperata c

COLOUR CHANGE

CHRISTMAS

inter pastel eye-catcher. The trendy colours captivate young consumers and show just how wonderfully versatile poinsettias are.

Shades of pink

“ ” Pastel pink has a relaxed look.

s the harbinger of the Christmas festivities, the red poinsettia is a traditional, decorative highlight. Available now in more colours than ever before, this bestselling plant has growing potential. 26

Laurie Pressmann, Vice President of the Pantone Color Institute

WHITE CHRISTMAS GUARANTEED Poinsettias now present themselves in perfect white. In combination with silver, they make a modern statement; dressed up in gold they look especially sophisticated. White as a colour has a precious image and makes flowers appear larger. Christmas has never been so brilliant.

® dian Red Princettia In

hristmas comes in many colours. Pink, rosé and creamy pink are especially popular among young consumers.

Princettia® Pure White

COLOUR CHANGE WEIHNACHTSSTERNE THE RETAIL

many changes to the cut

Potential: New colours appeal to younger consumer groups, while red varieties remain favourites of modern consumers. Communication: Wide-reaching product advertising in the press supports retailers. Sales: Secondary placements with off-the-shelf articles (e.g. miniatures). Sustainability: Certification creates a basis of trust for consumers and retailers.

flowers industry, for example in Kenia, Ethiopia and Ecuador. Environmental standards are being implemented, while occupational safety and working conditions have improved. The workers also profit from the additional FAIRTRADE Photo: TransFair e.V. / Rainer Holz

“Fairtrade has brought

bonus. We also want these standards for our plant production staff as well as safety in the workplace, codetermination and union freedom. That is why we are

CHRISTMAS

hoping for a successful second Christmas season for fairtrade poinsettias on the German market.” Dieter Overath, Managing Director, TransFair e.V.

Per Klemm / Fe elings

hristmas joy also means the joy of sharing. International companies have special social responsibilities. Selecta one takes its responsibility for people and the environment very seriously – no matter where in the world the company is active. 28

Christmas shoots produced by workers on fair trade farms in Africa and cultivated in Germany. More information at www.fairtrade-deutschland.de

Wonder

FAIR AND SUSTAINABLE AS A MATTER OF COURSE Sustainability means maintaining a balance between humans, the environment and the economy. A decisive factor for consumers and trade, as flowers and plants can provide more enjoyment if they are grown under consideration of the needs of both humans and nature. Social responsibility and the sensible use of resources have long been among the basic values at the family-operated SELECTA ONE organization. So we are proud to be able to document this with our commitment to fair trade. Our production location for poinsettias in Uganda has now achieved FAIRTRADE certification. 80% of German consumers are familiar with the FAIRTRADE seal of approval – the most well-known certification system sustained production in the world.

SELECTA ONE FOR YOU

OUR SERVICE SELECTA MARKETING

Photography: Whether product photos, a macro shot or ambience, we provide you with picture material for all the plant varieties in our range. You can download any pictures you need in the download area of our website. Or if you have special wishes, our in-house photographer would be happy to help.

Texts: We will be glad to provide you with detailed descriptions of any of the plants we breed. One focus of our work is on creating press releases, information and advertising texts.

Translations: One great strength of our marketing team is their multi-lingual skills. We also write and translate texts in English, Dutch, Spanish and French.

Layouts: If you need flyers, posters or other layouts, our team of trained graphic artists will support you with everything down to the printing of your marketing material.

Concepts: Are you interested in a customized concept with Selecta plants? We can develop individually-tailored measures for you. Get in touch with us at marketing@selecta-one.com

A small selection of our references

or us, service goes much further than just passing on plants. It is our aim to support our customers with customized solutions and help promote their sales â&#x20AC;&#x201C; even beyond the bounds of trade. Give us a challenge! 30

You can find a large selection of product and ambience photos in the download area of our website at www.selectaworld.com!

WE LOVE TO GROW

Selecta Klemm GmbH & Co. KG Hanfäcker 10 · 70378 Stuttgart · Germany Tel: +49 (0) 711-95 32 5-0 Fax: +49 (0) 711-95 32 5-240 E-Mail: info-de@selecta-one.com