Floristry SECtor OvErviEw

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Floristry SECTOR Overview
A florist purchases flowers from
growers or wholesalers and sells
them in loose bunches, mixed posies
or adds display foliage to create
beautiful arrangements.
Florists only sell about half of all
retail flowers – competition comes
from supermarkets; petrol stations;
convenience stores; fruit and
vegetable shops; road-side stalls and
internet retailers – so they respond
by specialising in freshness, quality,
customer service, special orders and
complementary gift lines.
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>> Floristry is a small sector and
businesses average three staff.
>> It’s the most female-dominated
sector in retail – with women in
more than four of every five jobs.
>> Three-quarters of all staff are
trade (floristry) skilled – the
usual entry point, so youth
employment is low.
>> More than half the workforce
is aged 40 or older – and there
are low levels of management,
support or other sales roles.
Three out of every five purchases are
gifts – bought mostly by men – while
about one-quarter are for home
decoration – bought mostly by women
over 50.
Businesses often have regular orders
in place, while hotels/motels, funeral
parlours and reception centres are
other important customer groups.
Australian native flowers (wildflowers)
are becoming more popular – as is
including a gift in the arrangement,
such as wine, chocolates, balloons
and soft toys.
What Jobs
are available?
>> Sales assistant
>> Florist assistant
>> Florist
>> Delivery driver
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FLoristry - SA Retailing STATISTICAL SNAPSHOT
Characteristics
Total number of businesses
% of businesses with turnover: < $200K, $200K+
Number of employees
Employees in management roles
Employees in technical and trade roles
Employees in sales roles
Employees in support roles
Average no. of employees per business*
Ratio of male to female employees
Age profile breakdown: < 19yrs, 20–39yrs, 40+yrs
Floristry Sector
REtail Sector Average
174
961
43%, 57%
48%, 52%
517
5885
39 people = 8%
1149 people = 20%
383 people = 74%
577 people =10%
41 people = 8%
2464 people = 42%
54 people = 10%
1695 people = 28%
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6
14% male / 86% female
43% male / 57% female
5%, 44%, 51%
21%, 42%, 37%
* This average is representative of all businesses within this sector. A sector with a large number of micro businesses may distort the average.
The statistical data used in this publication has been derived from information provided by the Australian Bureau of Statistics which includes: C- Data Online 2006 Census collated by State/Territory
(STE) and Industry of Employment (ANZSIC06) (IND06P) & Catalogue no. 8165.0 – Counts of Australian Businesses, including Entries and Exits, Jun 2003 to Jun 2007.
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Excellence in Education & Training
Tel: (08) 8410 8938 Fax: (08) 7225 0406
Level 7 East Wing, 50 Grenfell St, Adelaide, 5000
Email: study@culturalimmersion.sa.edu.au
www.eet-learning.com.au
YOUR FLORISTRY CAREER STARTS AT
EXCELLENCE IN EDUCATION & TRAINING
Start your Floristry career with Excellence in Education & Training.
You can choose between the Certficate II, III and IV in Floristry. Our
Floristry courses provide an excellent opportunity for you to learn
all aspects of floristry, contemporary flower arranging and design as
well as important retail skills. Each course is designed to meet a wide
range of job outcomes and support a diverse range of career paths
and business models.
Graduates will receive a nationally accredited qualification in
Floristry, skilling them to work in the Floristry industry which is part
of the wider retail industry that employs over 100,000 people.
Excellence in Education & Training (E.E.T.) is a registered training
organisation in Adelaide’s CBD that provides accredited qualifications
and courses in Floristry, Retail, Makeup Services and English
Proficiency and Master of Ceremonies (“So You Think You Can Talk”).
Our course list is growing and from 2012 we aim to offer more
education and training options.
Our team is genuinely student focussed and we firmly believe that
when our students achieve and succeed then so do we.
Call our team to discuss how we can assist you towards your future 5
career pathways.
Where do I start?
>> Courses for fun – ‘Beginners
Floral Art’ workshops will show
you have an interest
>> Casual or part-time work
is usually available around
Christmas, Mother’s Day, Easter
and Valentine’s Day
>> Ask about a school-based
apprenticeship in floristry or
retail
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Industry snap shot
Name: Rosie Stavrou
Age: 45
Place of Work: Excellence in Education & Training
Role: Floristry Co-ordinator and Trainer
Qualifications: Certificate II in Floristry, Certificate IV in Training and Assessment
Benefits: Throughout 30 years of floristry I designed floral arrangements
for all occasions – including a VIP function for the Governor-General! My
favourites were for weddings and Valentine’s Day, because they made these
days extra special for customers. From initial work experience, extensive
on-the-job training and exposure to many techniques and designs, I went
on to manage day-to-day operations. Now I enjoy nurturing and building the
skills of our future florists – and it’s a pleasure to be part of their growth and
achievement. The early starts for fresh flowers can be a challenge, but floristry
gives you so many skills, helps you meet so many people and lets you really
express yourself. It can be a career for life!
Estimated salary range for this job role: $61K–$80K
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Qualities to
get a job?
>> Friendly, pleasant approach
>> Like flowers and plants
>> Able to learn new skills
>> Creative flair and colour sense
>> Able to work with basic maths
>> Neat personal presentation
>> Enjoy helping people with
selections
>> Respond to people who are
happy, excited or sad
>> Good hand-eye coordination
>> Pleasant telephone manner
>> Able to work under pressure
>> Understand the need to work
quickly
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YOUR CAREER. CAN YOU PICTURE IT?
FLORISTRY
MAKE-UP
EXCELLENCE IN
EDUCATION & TRAINING
www.eet-learning.com.au
ENGLISH PROFICIENCY COURSES
“SO YOU THINK YOU CAN TALK”
RETAIL COURSES
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Tasks & working
conditions
Initial work will include taking
payment for purchases and keeping
good records for telephone orders;
wrapping and packing purchases
for delivery; watering plants and
displays; and keeping the shop clean,
tidy and attractive.
Customer service includes helping
people with their selection or order
– for funerals; weddings; births;
other special occasions; or corporate
events. It’s important to price
arrangements accurately according to
what flowers and foliage they contain.
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Assisting the florist may include
trimming individual flowers
and leaves to the right length,
strengthening stems with wire and
assembling decorative trims. With
training, you will design and create
beautiful arrangements which make
a difference to someone’s day!
Industry snap shot
Name: Celeste Kerley
Age: 22
Place of Work: Tynte Flowers
Role: Florist
Qualifications: Certificate II in Floristry, Certificate III in Floristry
Benefits: When I first started I was doing behind the scenes stuff like
preparing vases before becoming a florist. While at Tynte I completed my
Certificates II & III in Floristry through TAFE SA. The company paid for my
training and I have now been working at Tynte for 2½ years. In my current
role I do floristry and some quality control. The most enjoyable part of my job
is doing the one off arrangements and also quality control checks of other
florists’ arrangements when required. I love the creativity and flexibility of the
role. I enjoyed doing my course and built my career from there. I have gained
confidence and customer service skills and would encourage others into the
industry because it is a lot of fun! You meet lots of new people and within
floristry you can do your own thing and be creative as its fun with relaxed and
flexible working hours. Be confident with what you are doing and have a go at
everything - never say no!
Estimated salary range for this job role: $21K–$40K
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Retail is Everywhere | Sectors
EXECUTIVE
Usually requires the Graduate Certificate
or higher qualification in addition to
significant industry experience
MANAGEMENT
Usually requires a level of skill
equal to a Diploma and at least
5 years experience
SUPERVISORY
Usually a skill level equal to a
Certificate III or IV qualification
or at least 3 years experience
ENTRY LEVEL
Usually a skill level equal to
completion of at least Year 10,
Certificate I or II qualification
w orking
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CEO • Regional /Area Manager • Business Owner • State Manager • National Manager • CEO • Regional/Area Manager • Business Owner
Senior Buyer
Purchase Manager
Merchandise Manager
Visual Merchandiser
Marketing Manager
Display Manager
Head Merchandiser
Accountant / Financial Manager
Web Sales / IT Manager
Loss Prevention Manager
Product Specialist
Lawyer
Marketing Manager
Promotions Manager
Advertising Manager
Logistics Manager
Supply Chain Manager
Warehouse Manager
Operations Manager
Store Manager
HR Manager
Operations Manager
Training Manager
Buyer
Assistant Buyer
Trainee Buyer
Visual Merchandiser
Display Designer
Shop Fitter
Merchandiser
Store Maintenance Officer
Credit & Loan Officer
Loss Prevention Supervisor
IT Support Technician
Assistant Sales Manager
Floor Manager
Team Leader
Department Manager
Distribution Manager
Storeperson
Despatch Coordinator
OHS Supervisor
Staff Supervisor
Roster Manager
Training Manager
Sales Assistant
Store Person
Re-filler
Night Fill Replenishment
Housekeeping
Apprentice Shop Fitter
Clerk
Customer Service
Cleaner
Loss Prevention Officer
Sales Assistant
Sales Representative
Warehouse Attendant
Forklift Operator
Delivery Driver
PROCURE
PRESENT
SUPPORT
SELL
DISTRIBUTE
MANAGE
SA Retail Careers Atlas 2010 > 49
What Training IS
AVAILaBLE?
Retail Qualifications
Certificate II in Floristry
Certificate III in Floristry
Qualifications can be achieved
through an Australian Apprenticeship
or through a nationally accredited
training course.
Certificate IV in Floristry
Certificate II in Retail
Certificate III in Retail
Certificate IV in Retail Management
RELATED SECTORS
Specialty Stores
Horticulture
Diploma of Retail Management
Diploma of Visual Merchandising
Relevant Qualifications From Other
Industries
Certificate IV in Small Business
Operations
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EMPLOYERS
CAREER INFORMATION
Tynte Flowers
www.aatinfo.com.au
Blooms
www.jobguide.deewr.gov.au
Centennial Florist and Gift baskets
www.myfuture.edu.au
Chill Flowers
www.serviceskills.com.au
Executive Flowers
www.serviceskillssa.com.au
FLowers of Adelaide
www.workforceinfoservice.sa.gov.au
Flowers R Us
Roses of Elizabeth
Victoria Flowers of Hyde Park
To find out more about retail careers visit: www.retailexecutive.com.au
Proudly produced by Service Skills SA © 2011
PH: (08) 8362 6255 www.serviceskillssa.com.au
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SECTOR AMBASSADOR
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Excellence in
Education & Training
RETAIL EXECUTIVE PARTNERS
This publication has been produced as an outcome of the Retail Executive Master Plan Project which is being proudly facilitated by Service Skills SA and
part funded by the South Australian Government through the Department of Further Education, Employment, Science & Technology.
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Excellence in
Education & Training
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