Retail is Your Future - Floristry Sector Snapshot

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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.

> 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.

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whAt JoBs ArE AvAilABlE?

> sales assistant

> Florist assistant

> Florist

> Delivery driver

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ChArACtEristiCs Floristry sECtor rEtAil sECtor AvErAgE

total number of businesses 174 961

% of businesses with turnover: < $200K, $200K+ 43%, 57% 48%, 52%

Number of employees 517 5885

Employees in management roles 39 people = 8% 1149 people = 20%

Employees in technical and trade roles 383 people = 74% 577 people =10%

Employees in sales roles 41 people = 8% 2464 people = 42%

Employees in support roles 54 people = 10% 1695 people = 28%

Average no. of employees per business* 3 6

ratio of male to female employees 14% male / 86% female 43% male / 57% female

Age profile breakdown: < 19yrs, 20–39yrs, 40+yrs 5%, 44%, 51% 21%, 42%, 37%

Floristry - sA rEtAiliNg stAtistiCAl sNAPshot

* 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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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 career pathways.

Excellence in Education & TrainingTel: (08) 8410 8938 Fax: (08) 7225 0406Level 7 East Wing, 50 Grenfell St, Adelaide, 5000Email: [email protected]

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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

ENGLISH PROFICIENCY COURSES “SO YOU THINK YOU CAN TALK” RETAIL COURSES

EXCELLENCE IN EDUCATION & TRAININGwww.eet-learning.com.au

MAKE-UP

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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.

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!

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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

12SA Retail Careers Atlas 2010 > 49

Retail is Everywhere | Sectors

EXECUTIVE

PROCURE PRESENT SUPPORT SELL DISTRIBUTE MANAGE

Usually requires the Graduate Certi�cate or higher quali�cation in addition tosigni�cant industry experience

CEO • Regional /Area Manager • Business Owner • State Manager • National Manager • CEO • Regional/Area Manager • Business Owner

Usually requires a level of skill equal to a Diploma and at least5 years experience

Usually a skill level equal to aCerti�cate III or IV quali�cation or at least 3 years experience

Usually a skill level equal to completion of at least Year 10,Certi�cate I or II quali�cation

ENTRY LEVEL

SUPERVISORY

MANAGEMENT Senior BuyerPurchase Manager

Merchandise Manager

BuyerAssistant BuyerTrainee Buyer

Sales Assistant Store Person

Re-�ller

Visual MerchandiserMarketing Manager

Display Manager Head Merchandiser

Visual MerchandiserDisplay Designer

Shop FitterMerchandiser

Night Fill ReplenishmentHousekeeping

Apprentice Shop Fitter

Accountant / Financial ManagerWeb Sales / IT Manager

Loss Prevention ManagerProduct Specialist

Lawyer

Store Maintenance O�cerCredit & Loan O�cer

Loss Prevention SupervisorIT Support Technician

ClerkCustomer Service

Cleaner Loss Prevention O�cer

Marketing ManagerPromotions ManagerAdvertising Manager

Assistant Sales ManagerFloor ManagerTeam Leader

Department Manager

Sales AssistantSales Representative

Logistics ManagerSupply Chain ManagerWarehouse ManagerOperations Manager

Distribution ManagerStoreperson

Despatch Coordinator

Warehouse AttendantForklift OperatorDelivery Driver

Store ManagerHR Manager

Operations ManagerTraining Manager

OHS Supervisor Sta� SupervisorRoster Manager

Training Manager

Some retail jobs involve working

across multiple occupations and

streams. For example the manager of

a small shoe store can be the buyer,

visual merchandiser, sales assistant,

cleaner and staff supervisor.

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whAt trAiNiNg is AvAilABlE?

retail Qualifications

Certificate ii in Floristry

Certificate iii in Floristry

Certificate iv in Floristry

Certificate ii in retail

Certificate iii in retail

Certificate iv in retail Management

Diploma of retail Management

Diploma of visual Merchandising

relevant Qualifications From other Industries

Certificate iv in small Business operations

Qualifications can be achieved through an Australian Apprenticeship or through a nationally accredited training course.

rElAtED sECtors

specialty stores

horticulture

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CArEEr iNForMAtioN

www.aatinfo.com.au

www.jobguide.deewr.gov.au

www.myfuture.edu.au

www.serviceskills.com.au

www.serviceskillssa.com.au

www.workforceinfoservice.sa.gov.au

EMPloyErs

tynte Flowers

Blooms

Centennial Florist and gift baskets

Chill Flowers

Executive Flowers

Flowers of Adelaide

Flowers r us

roses of Elizabeth

victoria Flowers of hyde Park

®

Proudly produced by service skills sA © 2011

Ph: (08) 8362 6255 www.serviceskillssa.com.au

to find out more about retail careers visit: www.retailexecutive.com.au

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sECtor AMBAssADor CoMMErCiAl PArtNEr

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.

Excellence in Education & Training

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Excellence in Education & Training