This High-Tech Fashion Line is Being Used to Promote Trident Gum

By: Rahul Kalvapalle - Aug 5, 2015
References: tridentgum & thedrum
Trident gum may already be a fairly big player in the chewing gum market, but that doesn't mean parent company Mondelez International is satisfied and okay with just being complacent. The company's recent fashion range collaboration shows that it's desperate to make more of a trend with the Generation Z post-millennial market.

The initiative revolves around the 'Focus: life gear by Trident' range developed by Japanese fashion designer Kunihiko Moringa. The range includes special dresses, shirts and jackets all made from high-tech radio-shielding fabric. The use of this fabric makes a statement about fashion technology in a world that increasingly revolves around connectivity, something that Generation Z has grown up with.

This Trident gum initiative is the result of heaps of innovation research, and appears to be an interesting way to target the evasive Generation Z demographic.