UrbanStems is Hoping to Change Flower-Giving with Its Bumble Bouquet
Justin Lam — March 26, 2018 — Business
References: urbanstems & fastcompany
UbranStems is hoping to change the reasons people send flowers and has partnered with Bumble to create the Bumble Bouquet. UrbanStems, a flower delivery start-up, was first launched on Valentine's Day 2014 and instantly the brand noticed it drew a different type of flower buyer. The company noticed that its primary buyers were women who purchased flowers for other women. This may be because UrbanStems does not just focus on romantic bouquets, but also carries a selection of plants that reflect friendship.
Based on this knowledge, UrbanStems has decided to change the culture of flower-giving. Rather than having its consumers think of flowers as gifts from a man to a woman, UrbanStems wants women to consider buying bouquets for themselves or their friends. To accomplish this, UrbanStems' Bumble Bouquet comes with a deck of cards with messages that are meant to spark conversations and $5 from every bouquet sold will be donated to Women for Women International.
Based on this knowledge, UrbanStems has decided to change the culture of flower-giving. Rather than having its consumers think of flowers as gifts from a man to a woman, UrbanStems wants women to consider buying bouquets for themselves or their friends. To accomplish this, UrbanStems' Bumble Bouquet comes with a deck of cards with messages that are meant to spark conversations and $5 from every bouquet sold will be donated to Women for Women International.
Trend Themes
1. Changing Flower-giving Culture - UrbanStems is disrupting the traditional notion of flower-giving by encouraging women to buy bouquets for themselves or for their friends.
2. Women as Primary Flower Buyers - UrbanStems recognizes that women are the primary buyers of flowers and aims to cater to their preferences and purchasing habits.
3. Inclusive Bouquet Selection - UrbanStems offers a selection of plants and bouquets that reflect friendship and are not limited to romantic gestures.
Industry Implications
1. Flower Delivery - The flower delivery industry can embrace the changing flower-giving culture by offering a wider range of bouquet options and messaging geared towards women buying for themselves or their friends.
2. Gift and Lifestyle - The gift and lifestyle industry can explore the opportunity to create products and experiences that cater to female buyers who want to celebrate friendship through thoughtful gestures.
3. Social Impact - The social impact sector can leverage partnerships with flower delivery companies to raise awareness and funds for causes benefiting women's organizations, as demonstrated by UrbanStems' collaboration with Women for Women International.
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