The annual welcome party hosted by Dime on Friday, July 26, attracted a lively crowd of attendees from established institutions, reflecting the growing interest in connecting with New York City’s Gen Z community. The event, held at a private location in downtown Manhattan, provided a platform for Dime to facilitate interactions between innovative brands and the next generation of consumers, showcasing their commitment to fostering meaningful connections in the marketing landscape.
Dime, a marketing-tech platform that helps companies target the Gen Z market, curated an evening that highlighted their unique approach to brand activations. By leveraging its robust ambassador community, Dime Marketplace connects companies to selected ambassadors at top universities worldwide, offering a scalable solution for Gen Z marketing.
The event featured activations from three groundbreaking sponsors that embody the spirit of innovation and creativity.
Norma Kamali, the iconic American fashion designer, showcased her strategy for revolutionizing the next generation of fashion. Known for her innovative “sleeping bag” coat and versatile pieces, Kamali continues to pioneer in the fashion industry, adapting her designs to resonate with the new wave of Gen Z audiences. Her approach demonstrates a keen understanding of evolving fashion trends and how to win over the preferences of the younger demographic.
Aelfric Eden, a streetwear fashion brand rooted in skateboard and visual subcultures, launched their latest collection at the event. Founded in Los Angeles in 2014, Aelfric Eden is the creation of an Asian American founder who brings a diverse upbringing influenced by both Eastern and Western cultures. The brand’s presence at Dime’s welcome party highlighted its role in changing the marketing landscape for companies targeting Gen Z audiences.
Partiful, the well-known event planning platform transforming how Gen Z organizes and promotes gatherings, was the main channel Dime used to invite its attendees. Known for its user-friendly interface, Partiful offers a fresh alternative to traditional social media events, making it easier for young people to create memorable experiences. Recently, Partiful raised $20 million in a Series A funding round led by Andreessen Horowitz and Initialized Capital. With millions of users, Partiful has been featured in prominent publications like the New York Times, Washington Post, and USA Today. Partiful collaborates with Dime to source college ambassadors across the country, further enhancing its reach and influence within the Gen Z demographic.
Attendees were treated to a select gifting suite, allowing them to feel and try products firsthand. This tactile experience exemplifies Dime Markeplace’s approach to helping brands make a splash with the college and Gen Z demographic.
As Dime continues to grow, the company aims to venture deeper into marketing tech, helping clients scale up beyond their current reach. The welcome party served as a testament to Dime’s successful partnerships and activations, setting the stage for future collaborations with top CPG, fashion, and D2C brands.
Dime’s founder, Abby Huang, stated, “There is a shift in how brands engage with their new audiences. It’s not all about influencers and brands know that! We strive to lead this shift by introducing innovative marketing channels.”
Dime Marketplace is also inventing new go-to-market strategies for international brands seeking to penetrate the U.S. Gen Z market, offering a unique bridge between global companies and local university communities. This approach is revolutionizing how brands connect with young consumers, providing a more authentic and effective channel for engagement. The event’s success also set the stage for several exciting new partnerships to be unveiled in the coming months.
