Candy colors are set to take over the fashion world in 2012, and these Zushii accessories go straight to the core concept. The earrings and rings in the Zushii '100 Percent Hard Candy' collection are made of pure candy; you can wear them, lick them or chew them as you like.
The Zushii brand started out as a smart publicity stunt by the Italian guerrilla marketing agency Korrokontro. The 100 Percent Hard Candy launch was accompanied by a viral visual campaign, a crowdsourced anti-beauty contest, a street guerrilla campaign and loads of partying.
The brand also has a new earring collection entitled 100 Percent Wild Wild Zoo, which features shopping totes, clutches and T-shirts. The 100 Percent Hard Candy fashion line is sold at Italian fashion boutiques alongside luxury brands and their candy-colored collections.
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Why This Trend Is Growing
- Candy-colored Fashion
- Disruptive innovation opportunity: Explore the use of edible materials in mainstream fashion to create unique, interactive experiences for consumers.
- Guerrilla Marketing
- Disruptive innovation opportunity: Apply creative and unconventional marketing strategies, such as viral campaigns and street guerrilla campaigns, to generate buzz and engage audiences.
- Crowdsourcing
- Disruptive innovation opportunity: Utilize crowd participation and collaboration to create customized and community-driven fashion lines.
Industries Being Reshaped
- Fashion
- Disruptive innovation opportunity: Combine fashion with food by incorporating edible materials into clothing and accessories.
- Marketing
- Disruptive innovation opportunity: Develop innovative marketing campaigns that leverage social media, viral content, and unconventional tactics to capture consumer attention.
- Luxury Goods
- Disruptive innovation opportunity: Explore the integration of playful, unconventional elements in luxury goods to appeal to a younger and more adventurous consumer demographic.
