Trend spotting, Euro style

A retail axiom states that fashion trends start in Europe and work their way to the U.S. about 2 years later. Here’s a heads-up from Holland, where Stichting Tuinpromotie Nederland (STN, the Dutch garden promotion foundation) commissioned research on how people garden and found 4 types of consumers:

Social (17% of gardeners). See their garden as space with purpose. Room for a large patio with table and chairs and an adjacent area where the kids can play are important. Don’t know much about gardening and find little enjoyment in the effort involved, but they still want their gardens to look inviting.

Proud (20%). These folks love to garden and are proud of the results. Their garden, which they like to think of as different and special, is a showpiece.

Eccentric (14%). These people, who find gardening a chore, create gardens in which to entertain and feel independent. Their gardens are green and lush, easy to maintain and have a variety of whimsical decorative items as focal points.

Prestige (18%). These gardeners are an enigma from the get-go. On one hand they say they love to garden, yet they’re the first to have their gardens professionally designed and planted. They love uniqueness, a designer look and specialty plants. They want their gardens to reflect their status.

Wondering about the remaining 31%? They’re labeled either reluctant gardeners or true enthusiasts; neither of these 2 groups responds to trends in any noticeable way.

-- Kevin