Chrysanthemum a hit with wealthy Russians in Moscow

How do you commercially make the transition from ‘everyday flower’ to trendsetting object with a young, affluent public? How do you boost flower sales without a big budget? The team at Just Chrys and Sobolj says they succeeded in doing just that with an innovative spring promotion for the chrysanthemum in Russia. They managed to set up a temporary platform for the Dutch chrysanthemum at the trendy fashion boutique of the prestigious department store GUM.

The chrysanthemum is already popular in Russia and is known there as a ‘flower for everyone’. To remain successful in Russia, however, one must constantly respond to the changing market. In the current economic context, the team of Just Chrys in cooperation with Sobolj targets a young, trend-sensitive and well-earning public. Chrysanthemums were given a stage at the fashion department of department store GUM in cooperation with local partners in Moscow.

Here, chrysanthemum bouquets created to Russian taste were offered to the store's customers, of course in conjunction with their spending on clothing. On days when the promotion was run, clothing sales increased by 30%.

This colorful promotion also caught the attention of Fashion Magazine (online 
and in print). They published an article about the commercial relationship between flowers and fashion. The chrysanthemum promotion was presented as an example of how to create added value for flowers and clothing.

Online platform Flower Experience also paid attention to the results of the promotion. GUM’s influence is huge in Russia and what is successful there will be picked up as trendsetting in the rest of the country. Florists and fashion stores have set up similar promotions in Russia.

Sobolj focuses on the promotion of Dutch ornamentals on the Russian market. For more information contact Natasha Mironova (director): by
 mail or through +31(0)6 51 59 61 21

Just Chrys is the promotional campaign for chrysanthemums executed by the Chryson Foundation, a partnership between the international breeders and propagators of chrysanthemums Armada, Deliflor Dekker Chrysanthemums, Dümmen Orange, Floritec and Royal van Zanten and Dutch chrysanthemum growers.

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