FLORAHOLLAND — FloraHolland, in cooperation with Clayrton's Design and Packaging and ten reputable growers, has developed a unique retail concept called Hello Kitty Plants. The first retail order was processed this week. When the developing parties started working on this concept, a lot of thought was put into brand values, presentation on the shop floor, introduction strategy, quality assurance, logistics and handling at the store. This has resulted in a strong and comprehensive concept that uses a convenient stackable display box to create a striking in-store presentation. The development of these types of sales concepts is one of the activities of FloraHolland's Product and Concept Development department on behalf of its members. FloraHolland supports growers with product, market and consumer knowledge.
The decisive factor in going ahead with this concept was the similarity in target group. The target group of Hello Kitty Plants, which consists of young girls and women, constitutes a large potential market for flowers and plants. Hello Kitty's ubiquitous pink and overall image go together well with flowers and plants, and because of its global presence, the Hello Kitty Plants concept has sales potential in every country. Hello Kitty Plants' products constitute impulse purchases, more than anything else, and because of their presentation they are suitable for points of sale with lots of traffic. They are outstanding retail products, especially for supermarkets, DIY stores and garden centers. This concept, being a strong brand, also offers opportunities for non-traditional retailers, including chemists and department stores, provided the right plants are chosen.
FloraHolland and Clayrton's Design and Packaging developed this new concept in cooperation with the following growers: Bromelia Specialist, Kwekerij van Dijk Potplanten, KP Holland, Kwekerij Nolina, Pligt Professionals, Freek van der Velden, VDE plant, L.G Vreugdenhil & Zn, Westlandplant and Kwekerij Wilgelei.
Hello Kitty: a globally-known class A brand
Hello Kitty was developed in 1974 and has flourished to become a globally-known class A brand. The character, a cat, was created by stylist Ikuko Shimizu for Japanese toy manufacturer Sanrio. Initially, it was only used for children's products, including an educational animation series. At present, Hello Kitty is one of the most prominent Japanese characters in the world and well-known in just about any country. Googling 'Hello Kitty' produces 188 million hits.
Source: FloraHolland