Research On Repositioning Of Automobile Brands From The Perspective Of Fashion Culture

The growth of China's economic has improved living standards.Automobile are no longer a luxury goods that ordinary people cannot afford it.The southward shift of the global automotive industry's focus has improved the status of Chinese auto market.As China has basically completed the first round of automobile popularization,and the rise of younger and female groups in the automobile consumer area,the situation of China's automobile market is facing tremendous changes.So domestic and foreign automobile manufacturers have begun to embark on the journey of brand repositioning.DPM(dynamic positioning model)believes that the macroeconomic environment,industry background,consumers,competitors and companies themselves can influence brand positioning.From the perspective of fashion culture,the changes in the above several dimensions are related to fashion culture closely.The characteristics of fashion culture lead to group differences between different groups,To get deeper communication with consumers from the cultural level has become the key to brand repositioning.Based on the perspective of fashion culture,this paper will analyzes how fashion culture affects the repositioning of cars through the vertical comparison between the seventh and eighth generation Camry.How does the symbolization of fashion culture change the design language of car exterior lines and body color? How fashion culture affects the present of advertising.Through the horizontal comparison of the eighth generation Camry and other similar positioning vehicles,we can find out the current shortcomings of Camry and give corresponding suggestions.