Fashion platform Pomelo and super app Grab joined forces in 2020 to produce limited-edition fashion merchandise as both brands look to provide new experiences for their consumers. Marketing leads from both brands take The Drum under the hood of their partnership.
Thailand-based Pomelo is always keen to partner with brands on initiatives that will make an impact, Jean Thomas, the chief marketing officer at Pomelo explains to The Drum. That is why the platform collaborated with Grab to create this collection to bring its customers and fans “an unexpected surprise”, pushing the boundaries of what a fashion collaboration can be.
“The Pomelo x Grab collection also provides our customers with the opportunity to celebrate Grab’s drivers and delivery riders, who were at the forefront of the pandemic, ensuring consumers still had access to essential goods during these challenging times,” he adds.
Cheryl Goh, group vice president of marketing at Grab