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Re: Re. Who's the Audience

Well, the major brands -- Proven Winners, The Flower Fields, Simply Beautiful et al -- have embraced the "plants are just decorations" theme wholeheartedly, kissed it on the lips and taken it home to meet Mom. The theme at numerous industry talks I've attended is something along the lines of "We don't sell plants!" or "We're not really in the plant business!"
What do we sell? A lifestyle. Romance. Emotion. Anything but plants.
I hate this concept.
One speaker drew an analogy between gardening and Starbucks. The upscale coffee shop isn't about coffee; it's about image, style, ambience, lifestyle. The L word again. The coffee just isn't that important, he said.
Okay... but try running a Starbucks without it. And try creating that ambience sans plants -- good plants.
Personally, I like selling plants. 
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