时尚女装品牌构成的对比分析——以【哥弟】和[odbo]为例

针对目前中国时尚女装市场现状，选取两个市场运作较为成功但类型不同的时尚女装品牌为案例，进行市场定位、产品风格和设计、品牌规划设计、销售策略以及传播延伸因素的比对分析，从而对品牌基本构成和品牌成功运行的模式加以理论规范，以获得较为客观的评价判断，更好地指导今后的理论研究和市场实践．

A comparative analysis of constitution of women fashion brands --Use [Gedi] and [Odbo] as an example

Two famous brands in ChinEs women clothing market,Gedi from Taiwan and Obdo from Ger- many were chosen {or comparison. The aspects including brand market positioning,product sty｜e and de- sign, brand planning and design, sales strategy, spread extension {actor were compared one by one so as to get a framework of basic constituents and successful operation model and conduct a more objective e- valuation. The conclusion is that successful women＇s clothing brand embodies the characteristics of differ- ent types of women＇s clothing brand,it is a combination of interactive relationship between the sellers and consumers.