Category
Lifestyle
Assisted Choices
Trend cluster
Category
Haute
Teavertising
Tea time is rebranded from stuffy to hip for a new generation of brewers.
4.0
Trend score
Trend
What is the Haute Teavertising trend?
Haute Teavertising: Relatively shrouded in tradition, the act of drinking tea is being rebranded as a hip alternative to coffee that suits the 20-something drinkers that not only crave a more organic beverage, but also one that's more multifaceted in composition. As magazine spreads and department stores depict tea time as a fashionable pastime, the beverage is given an aesthetically pleasing makeover to make it more lifestyle-centric for the Gen X and Y consumer. An increase in niche tea shops supports this rise in consumption, but also a distinct attention to consumer desire for healthy living as perceived health benefits outweigh that of a packaged refreshment.
Trend themes
Themes within the Haute Teavertising trend
Three behaviours holding the trend together01
Rebranded Tea Time
Tea is being rebranded for a new generation of drinkers as a more organic, multifaceted, and fashionable alternative to coffee environments.
02
Personalized Lifestyle-Centric Niche
More niche tea shops suggest a rise in the importance of meeting consumer desires for healthier and more personalized lifestyle choices.
03
Whimsical Tea Party Imagery
Editorials featuring dark and creepy, or enchantingly bohemian themes depict tea parties, lending itself to a space for design and fashion to intersect with tea brands.
Industry implications
What the Haute Teavertising trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry can explore unique blends of organic teas to cater to niche preference and capitalize on tea's newfound status as a lifestyle brand.
For
Marketing Industry
The marketing industry can personalize and market teas to meet consumer desires for healthier and more individualized lifestyles through creative imagery and thoughtful branding that redefines tea time as a fashionable pastime.
For
Design and Fashion Industry
Design and fashion can look to incorporate and leverage tea as a thematic element in creative editorials that explore whimsical and dark themes, lending itself to engaging imagery and a storytelling experience.
Trend signals
Trend signals for Haute Teavertising
Trend score 4.0 out of 10, from popularity 56%, activity 57%, freshness 8%.
Popularity56%
Activity57%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Haute Teavertising trend
6 featured examples from May 13, 2013 to Mar 11, 2014CategoryMarketing
Fanciful English Tea Editorials
The Mulberry Spring/Summer 2014 Campaign is Full of Whimsy
Fashion brands can utilize whimsical and eccentric themes in their marketing campaigns to differentiate themselves in a crowded industry and appeal to consumers looking for playfu…
CategoryMarketing
Whimsical Fairytale Christmas Advertisements
The Marks and Spencer Advert is Stunning and Playful
Disruptive innovation opportunity: Using immersive technology like virtual reality in retail stores to create a magical and enchanting shopping experience.
CategoryMarketing
Cleverly Evolving Tea Campaigns
Tetley Tea Makes Sure It Isn't Left Behind with Its Evolving Ads
Opportunity for tea companies to adapt their marketing strategies to reflect market changes and consumer preferences.
CategoryNaughty
Creepy Tea Party Editorials
This Christian Ferretti Photoshoot Captures a Taboo Tea Party
There are opportunities for fashion designers and brands to push the boundaries of conventional fashion photography, creating more emotionally-charged and thought-provoking imager…
CategoryFashion
Tea Party Editorials
Electric Frenchie is Enchantingly Boho Chic
The fashion industry can leverage the Mad Hatter-inspired trend and create whimsical, eccentric clothing pieces for consumers seeking unique and imaginative fashion choices.
CategoryLifestyle
Romantic Underwater Commercials
The Kusmai Tea 'La Beaute Des Melanges' Campaign is Fanciful
Tea companies can leverage visually striking advertising campaigns to showcase their products and engage with customers on a deeper level.
