What is it about?

The study shows the growing importance of unconventional brand collaborations in China's luxury market. Collaborations are unconventional when luxury brands partner with unexpected non-luxury brands, which appear to be on the opposite side of the design spectrum. Unconventional luxury collaborations constitute a new form of luxury consumption for the young Chinese consumers of the post-1990s generation.

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Why is it important?

Luxury management in Western countries emphasizes the brand's tradition, refinement, and timelessness. The dominant logic has been that luxury brands do not change or adapt to consumer preferences. However, the growing importance of young Chinese consumers for the luxury industry means that luxury brands are changing to impress them. Luxury brands are participating in collaborations with street brands that were unthinkable a decade ago.


I lived in France for three years where I taught a couple of courses on luxury in the French way. Then I moved to New Zealand, teaching mostly to Chinese students who used luxury in very different ways than in France. This article is a collaboration with Chinese students living in New Zealand and Australia, as they reflected upon the shifting meanings of luxury in Asia.

Carlos Diaz Ruiz
Hanken Svenska Handelshogskolan

Read the Original

This page is a summary of: Unconventional luxury brand collaborations: a new form of luxury consumption among young adults in China, International Marketing Review, May 2023, Emerald, DOI: 10.1108/imr-04-2022-0099.
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