Research On Fashion Strategy Of Old Brandsbased On Consumer Motivation

For a long time,many old brands in China have adhered to the traditional idea that good wine is not afraid of the deep alley and that inheriting the tradition is necessary.The marketing target is mainly aimed at the middle-aged and elderly groups,and marketing is mainly based on nostalgic marketing.Nowadays,in the market of rapid product change and brand diversification,young people have increased their demand for fashion on the basis of pursuing product quality.In this era of market segmentation and customer demand differentiation,as long as the old brands want to survive long,they must strive to meet the consumer’s special needs for fashion,reshape the fashionable brand image,and acquire more new generation consumers.Therefore,it is imminent for the branding of the old brands to get rid of the "old" and "traditional",and fashionization has become a new force for the transformation of the old brands.Thus,This article is based on theories of consumer motivation and social cognition,this dissertation extracts measurable variables according to the literature on brand fashionization and brand communication,and combines the quantifiable variables in small-scale random interviews to design the measurement scale.Two aspects are shown here: the investigation of the status of the old-fashioned products;the factors influencing the fashion consumption of the old-fashioned products.After the pretest of the scale,the final measurement scale is determined.Based on the existing data,SPSS processing is carried out to reduce the dimension of the indicators,remove the invalid variables,and integrate multiple variables into a few factors.Combining the old-fashioned research,consumer psychology motivation for the old-style fashion can be divided into the following dimensions: seeking novelty,beauty,common ground,green environmental protection,fame,and important social events.The results show that consumers are more concerned about the practicality,cost performance and service life of the products in the pursuit of the consumption of fashionable products.However,with the rise of new generation consumers in the market,people’s consumption concept has gradually changed,and the purchasing power has increased.The functional and practical value of the old brand products is not the focus of consumers.In the pursuit of the old-fashioned products,the second most influential dimension of consumers is“novelty”,while the demand for the three dimensions of “seeking fame”,“seeking beauty” and “social important events” is also high.Based on the development status of the old-fashioned enterprises,this paperinvestigates and analyzes the fashion of the old brands based on the consumer psychology motivation,in order to understand the weak links and existing problems in the fashion process of the old brands.Through systematic and in-depth research,this paper believes that the road to rejuvenation through fashion is a systematic strategic project,which requires enterprises to actively carry out changes from the perspective of consumers’ pursuit of fashion.The dissertation proposes that old-fashioned enterprises should constantly advocate technological transformation and innovation,continuously improve the quality of products and services through technological innovation;boldly promote the innovation of enterprise system and mechanism,stimulate enterprise vitality;promote marketing model innovation,actively carry out creative marketing,and strive to develop online Under the interactive marketing,to enhance the fashion of the old brand,re-create the new image of the old brand,continue to meet the consumer’s fashionable personality needs,win more new generations of consumers,and ultimately achieve the grand vision of the corporations.