To provide a relevant context for both hobbyists and professionals, allowing them to track developments in this field.

Segment: Professional media focused on design and its visual culture.Niche Topic — The evolution of contemporary авторская floristry in Russia: publications about new aesthetics, local masters, and changes within the professional community.

To analyze competitors, six primary criteria were identified:

1. Thematic Focus — the main topics and directions covered by the media. 2. Target Audience — the age, interests, and engagement level of the readers.

3. Content Formats — articles, interviews, reports, collections, videos, and other formats in which the content is available.

4. Visual Style — the characteristics of the design, photography, graphics, and overall visual presentation.

5. Unique Selling Proposition (USP) and Positioning — the core idea of the media and how it differentiates itself from other projects.

6. Distribution Channels — the platforms and venues through which the media directly engages with the audience.

The «Flowers» Journal — a specialized publication on floristry and floral design. The media platform primarily engages with a professional audience, covering the industry through interviews, articles, and event coverage—specifically professional events like competitions and exhibitions. In contrast, «ВСЕ СВОЁ» focuses on contemporary Russian floristry, its key figures, and relevant aesthetics.

«OGOROD» from the «Moskvichka» magazine is a media outlet focusing on plants, nature, and contemporary suburban culture. It shares our media’s interest in the visual aspects of plants and local projects. However, «OGOROD» examines the topic more broadly, placing a significant emphasis on gardening and landscaping, whereas «VSE SVOYO» focuses specifically on floristry and the professional sphere.

Yandex Magazine / Floristry Section — a mass media outlet that covers floral trends and the consumer side of floristry. Its audience is broader than just professionals, and its content is geared toward readers who want to understand current aesthetics and make informed flower selections based on that understanding.

«Colorist» — a media project for a major floral brand that moves beyond typical commercial content to explore floristry through trends, local blooms, and cultural meanings.

The Blueprint — a media outlet focusing on fashion, design, and modern culture, with an emphasis on emerging phenomena and key figures in the creative industries. Its readership spans young readers and professionals in creative fields. The content features interviews, in-depth analysis, visual shoots, and special projects.For the «ВСЕ СВОЁ» media, this presents a primary competitive challenge for the audience interested in contemporary aesthetics and local creators.

BURO. — a lifestyle media outlet focused on fashion, art, architecture, design, and urban culture. The publication integrates news articles, interviews, reviews, and visual projects. Its primary audience consists of young people who follow contemporary cultural and visual trends. While floristry is not a standalone discipline, the shared interest in aesthetics makes the media a significant indirect competitor.

Sobaka.ru — a St. Petersburg lifestyle media outlet that covers culture, design, people, and local projects. It targets an active urban audience and utilizes interviews, curated selections, reports, and visual content. For «ВСЕ СВОЁ, ” its primary competition lies in vying for the attention of readers interested in contemporary culture and Russian authors.

Visual Social Networks — platforms rich with photographs, videos, and visual references. These attract audiences interested in color, design, and contemporary aesthetics, competing for their attention and time (Pinterest, VK, Telegram).Interior and Architectural Media — projects where floristry can become part of a broader theme in space design and built environments. As their focus expands, they may begin regularly highlighting the work of florists and floral design (AD Russia, Interior+Design).Author Blogs and Professional Communities — pages belonging to florists, designers, and other specialists where personal experience, work projects, advice, and professional observations are published (Telegram channels, VK communities, professional chats, YouTube channels).Educational Projects — schools, courses, and online platforms related to floristry. Beyond education, these entities create informational and professional content for both novice and established professionals (LacyBird Academy, Skillbox).