Brand crossover collaboration: China’s cutting-edge marketing strategy generating buzz among Chinese consumers.

The world is still recovering from COVID-19 pandemic and its consequences, posing major challenges to global economies and societies. The long struggle with the virus has affected the lifestyle and behavior of consumers worldwide. As concerns China, the COVID-19 outbreak has marked the shifting in priorities in people shopping habits. In this evolving context, brands have continually experimented with new strategies and business models to adapt to a new environment and keep up with changing customer needs. Lockdown measures have accelerated some key marketing drivers which are shaping brands’ sale strategies in the post-epidemic normality. A growing trend to stimulate consumer interest through collaborations with companies from totally unrelated industries is booming in the country. These unexpected partnerships lead to the creation of limited-edition collections, bringing fresh and creative products to the Chinese market. The aim of the thesis is to analyze this important means of brand development, understanding firstly the new mindset of Chinese consumers amplified by the pandemic and how brands have rethought routes to market for meeting their expectations. The dissertation also provides an insight of this unique strategy, outlining the advantages and disadvantages and explaining the relevant touchpoints to set up a successful crossover collaboration. Finally, this thesis ends up showcasing some of the most exciting and inspiring case studies in the past few years.