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.
What's Driving This Trend
- Fashion Tech Campaigns
- Fashion and tech industries collaborate to create high-tech fashion lines for advertising purposes.
- Connectivity Fashion
- Fashion lines are utilizing high-tech, radio-shielding materials to make a statement about being connected in the modern world.
- Targeting Generation Z
- Industries are using innovative advertising techniques to capture the attention of the elusive post-millennial market.
Who This Affects Most
- Fashion
- The fashion industry is collaborating with technology companies to create high-tech fabric and use innovative advertising techniques for promoting products.
- Chewing Gum
- The chewing gum industry is exploring new ways to attract younger demographics by using fashion and technology.
- Marketing
- Marketing industries are looking for innovative ways to reach younger and more connected consumers using fashion and technology collaborations.
