Chinese Consumers and the Knitwear Fashion Market

Chinese consumer's behavior on Heytea's co-branding campaign

“…A limited but growing number of studies have embarked on China's millennial consumers' response towards co-brandings. H. Yang, Zhang, and Zhou (2020) revealed that China's millennials have a strong awareness of co-branded collections in fashion brands. Moreover, China's millennials prefer to co-branded products with a perfect fit of two brand images and perfect connection connecting the co-branded image with consumers' self-image, which helping people to show their individual characteristics.…”

“…Moreover, China's millennials prefer to co-branded products with a perfect fit of two brand images and perfect connection connecting the co-branded image with consumers' self-image, which helping people to show their individual characteristics. Besides, online and social media platforms are emphasized on releasing information and providing purchase channels for fashion co-branding products (H. Yang et al, 2020). Xiang (2018) argued the effects of cosmetic cobranding on China's millennials might lead to panic buying at the first stage, but the challenges are emerging when consumers are more rational, fatigued, and caring about the connection with co-branding products and brands.…”