Japanese lingerie maker Triumph is trying to raise awareness of Japan’s failing marriage rate, with its ‘husband-hunting bra.‘ The unattractive garment is shown in the photos by the attractive lingerie model, Hiromi Nishiuchi.
This bizarre underwear features a timer between the cups representing the wearer’s biological clock. It is set to count down to the deadline set for marriage. Once the woman finds her mate and receives an engagement ring, she inserts the ring into the slot above the clock. The countdown stops and a wedding march tune begins.
Key Themes Behind This Trend
- Matrimonial Countdown Lingerie
- The creation of products that help women track their fertility and conception periods in order to achieve a successful marriage is a disruptive opportunity for the apparel industry.
- Smart Engagement Rings
- Developing engagement rings equipped with technology, such as motion and heart rate sensors, that could provide insight into the wearer's feelings of love and attraction may prove to be a disruptive innovation opportunity for the jewelry industry.
- Marital Awareness Campaigns
- Initiating campaigns to raise awareness of the declining marriage rate and promoting marriage as a worthwhile and fulfilling institution is a disruptive opportunity for societal development.
Where This Applies
- Apparel Industry
- The apparel industry has an opportunity to develop garments that incorporate technology to track fertility periods and deadlines for a successful marriage.
- Jewelry Industry
- Leveraging technology to create smart engagement rings that provide insight into the wearer's emotions as they relate to love and attraction may be a disruptive innovation opportunity for the jewelry industry.
- Societal Development Industry
- Developing awareness campaigns that promote marriage as a fulfilling and worthwhile institution may be a disruptive opportunity for societal development consulting firms.
