The trendy tea

I can already imagine Serena Van Der Woodsen and Blair Waldorf looking for the perfect dress for their evening while sipping a cup of tea in this très chic shop.

But let's get back to reality, we are not on 5th Avenue in New York on the set of Gossip Girl. We are in Italy and more precisely in Filottrano in the Province of Ancona: here there is a real fashion lounge, Thé Fashion , a place where the two worlds merge to involve us in an emotional, relaxing and unique journey.

The idea is by Francesco Camilloni , a buyer in the clothing sector and a lover of travel. During his travels in the East, especially China and Persia, he had the opportunity to taste, learn about and appreciate tea in its different flavors and aromas. So he decided to combine his work with his passion and on March 12, 2011 he opened his first Thé Fashion store (which is now a registered trademark throughout Europe).

Francesco welcomes us to the loft in Filottrano and shows us his store. We take a look at the clothes and then we sit down on a sofa to chat. He tells us that his intuition is based on two principles: the quality of the products offered and the hospitality that the sales assistants reserve for each customer. His philosophy is in open contrast with the tight rhythms, the limited time, the unbridled and impersonal shopping. Think that he even confesses to us that he prefers a phone call to email!

Francesco wants visitors to his store to enjoy a moment of calm and serenity, where they can travel through their thoughts and the new fashion trends. For this reason, the sales assistants do not have an intrusive attitude towards the customer: on the contrary, they simply accompany him while remaining on the sidelines. In this way, they try to encourage the recovery of a dimension of tranquility and intimacy on the part of the guest.

It's now 5:00 pm and the owner prepares us a good tea accompanied by delicious biscuits, as he does every day with his customers. He has only foreign teas available: Chinese, Japanese, Persian and of course the inevitable green tea. He then amazes us with the magic of flowers blooming in a cup of tea . While we savor our favorite drink, he confides in us that his initiative is working, so much so that groups of people even arrive in the shop, perhaps with the excuse of having to buy a gift for a friend, to live this unrepeatable experience.

And as a good chatterbox, Francesco reveals his plans for the future to us in advance. Next year he will launch the women's clothing line Thé Fashion: each dress will be paired with a tea. Furthermore, his next goal will be to open other stores throughout Italy where he will propose tea tasting lounges similar to the one already existing in the Filottrano store. In this regard, he reveals that he has contacts with important companies operating in the tea sector and it will be very likely that corners will be created in his stores where infusions can be sold directly.

The time has come for us to say goodbye, but Francesco doesn't let us go without giving us a Thé Fashion branded tea bag, as he does with all his customers. Among the many available, we got the Kiwi flavor, and you??

I conclude this article by reflecting on the potential of experiential marketing , which is the heart of activities like this. Thé Fashion is a brand still at the beginning of its life, but it has already defined its values ​​clearly and decisively and offers consumers a unique purchasing experience. We are sure that it will be appreciated for its originality: the fusion of tea and fashion is a winning mix! We hope to see it soon in our area too!

Article written by Alessandra Marangon, thank you very much