Oodji Is a Russian brand specializing in the production of men's, women's and children's clothing, footwear and accessories.

The history of the creation and development of the Oodji brand

The origins of the brand lie in St. Petersburg in 1998, where OGGI was founded (this is how the brand name originally sounded). At first, only women's clothing and accessories were produced under the brand, and the main mood of the created collections was lightness and changeability, to match the fashion itself, that is, Oodji's designers closely followed the slightest changes in the fashion industry and instantly displayed them in the brand's products. Thus, the collections were constantly different from each other, this is not the brand that conveys hackneyed motives from season to season, and therefore, this is how it earned itself the fame of a dynamic and youthful one.

It must be said that Oodji is one of those brands that set off with an arrow towards success, its business was really going very well, but the brand has achieved a global breakthrough in the last 5 years.

In 2010, the brand has already set its sights on the international arena, but for this it had to change its name to Oodji. In the same year, inspired by the frenzied success of the women's clothing line, the brand's management decides to include the male component, and this is how the clothing line for men was born, and now enjoys constant success among the strong half of humanity.

It was supplemented 2 years later, when the brand's assortment was replenished with two new lines at once: footwear for men and women and a line of clothing and accessories for children.
The attractive design of the brand's products and prices that are affordable even for students did their job and Oodji gained such popularity among young people that they began to demand
an online store, which the Oodji management presented to everyone already in 2013.

Organization analysis advertising campaign chain stores "OGGI"

History and activities of "OGGI"

For thesis the existing chain of clothing stores "OGGI" was selected.

Russian brand that was founded in 1998 in St. Petersburg. First appeared on the market fashionable clothes in August 1999 in St. Petersburg after the creation of the first collection. OGGI is a Russian youth fashion brand. The company that owns the OGGI brand is called August. She created a design bureau in St. Petersburg.

Translated from Italian "OGGI" means "today". With this name, the brand reflects its position in the fashion market. The OGGI company keeps up with the times and makes the most of modern trends in the production of fabrics, accessories, using the most fashionable palette of colors and current cut.

In the very first year, the company producing fashionable clothes of the OGGI brand achieved success, maintaining an optimal price-quality ratio, focusing on the latest trends in world fashion and advanced production technologies. Currently "OGGI" is one of the largest Russian manufacturers and sellers women's clothing... Geography "OGGI" stretches across the country in latitude from Rostov-on-Don to Vladivostok, in longitude from Norilsk to Alma-Ata.

The creation of each OGGI collection is preceded by a huge amount of work - studying modern trends world fashion, marketing research sales and customer opinions. From a whole string of textures, the best natural fabrics of Italy, France, Germany, Austria and high-tech artificial fabrics of the best manufacturers of the countries of the East are selected, allowing you to create clothes that meet the latest requirements of world fashion.

The company is developing and already in 1999 shops are opened in Moscow and the company begins to develop according to the franchising system. On the market retail clothing franchising today is one of the most optimal ways to promote a brand, since for Russian retailers this scheme optimally solves the problem of lack of free working capital.

Companies lack own funds to open new retail outlets, and franchising allows you to quickly expand the network. Thanks to the development of franchising, the company gained momentum and was able to open its own stores.

The company first attracted Western designers to create its collections in 2002.

In 2005, the company's office was opened in Shanghai (China). The quality of the collections is strictly controlled by the specialists of the Shanghai office and fully complies with all international requirements.

According to RBC. Market Research ”,“ OGGI ”ranks first among the chain stores of clothing for young women in terms of the number of purchases in them in 2009. Almost 50% of respondents aged 18-24 across Russia made purchases in OGGI stores.

In connection with the planned release in 2010 international market, “OGGI” becomes “oodji”: easier to pronounce in different languages, makes a stronger impression, will become a new global brand in the fashion industry in the near future.

The new spelling - "oodji" has already been registered in 102 countries of the world and appeared in the "Autumn-Winter" 2010 collection. Along with the appearance of the new brand name in August 2010, the line men's clothing.

The new "oodji" logo, new signage and new visual merchandising will be launched in all existing and new stores in 2012.

The OGGI / oodji brand is developed by the companies "August" (Russia) and "LAGEN SA" (Switzerland).

LLC "August", established in 1995, is currently engaged in the development of own stores, as well as the development of a franchise network in Russia and the countries of the Asian region.

The central office of OGGI is located in St. Petersburg, where the first stores appeared. The brand has gained special fame largely thanks to the extraordinary, stylish and original silhouettes of the models, this is not surprising, because all collections are developed by a design group in conjunction with French and Italian fashion designers. This is probably why OGGI clothes have a special charm: delicate French sophistication and Italian brightness.

LAGEN SA is developing the OGGI / oodji brand in European countries. The company is actively negotiating with the management shopping centers as well as with existing and potential partners.

LAGEN SA is headquartered in Geneva (Switzerland).

Design studios "OGGI" are located in St. Petersburg and Paris. Italian fashion designers also work on models. The production facilities of the company meet the most modern requirements to sewing factories. Clothing factories are located in Russia, India and China. This balanced approach to the division of labor makes it possible to produce beautiful and high-quality clothing at an affordable price.

Over the past few years, OGGI has been ranked first in the category retail clothes designed for the middle price segment. This is a very popular, but still very young Russian company that produces fashionable and stylish clothes for women. Many women of fashion have already appreciated the originality and practicality of the models of this brand, and it is not surprising that stores under this brand are never left without customers.

OGGI's marketing strategy and management organization are typical of companies operating in this market category. Like all companies working on similar marketing and management strategies, OGGI tries to reach the market as much as possible by opening its retail outlets in all cities with a population of over 100 thousand inhabitants.

The OGGI concept is one of the most famous and successful in the youth fashion market.

Since 2007, OGGI / oodji has been developing into international level... In 2010, 3 stores were opened in Poland, in 2007 stores were opened in Kazakhstan and Armenia, in 2009 the first OGGI stores were opened in Ukraine.

Entitled of this brand more than 350 stores were opened: 300 stores in Russia, 29 stores in Ukraine, 9 stores in Kazakhstan, 1 store in Armenia, 3 stores in Poland.

Currently, there are more than 300 stores in Russia in various cities and regions: there are 26 stores in St. Petersburg, 91 stores in Moscow, Nizhny Novgorod 9 stores and a considerable number of outlets in the Central, North-West, Volga, Siberian, Ural, South, Far Eastern regions.

The campaign plans to expand in Russia, the CIS and Europe.

The priority areas of development of the OGGI network are European countries: Germany, France, Italy, Austria, Serbia, Croatia, Slovenia, Switzerland, Spain, Portugal, Great Britain, Netherlands, Belgium, Denmark, Sweden, Norway, Finland, Ireland, Belarus, Estonia , Latvia, Lithuania, Bulgaria, Romania, Macedonia, Greece.

Priority cities of the Russian Federation for the development of the OGGI network: Angarsk, Armavir, Artem, Astrakhan, Achinsk, Bryansk, Velikiye Luki, Volgograd, Grozny, Derbent, Yelets, Zlatoust, Kamyshin, Kiselevsk, Kislovodsk, Kotlas, Leninsk-Kuznetskiy, Liski , Nazran, Nevinnomyssk, Nefteyugansk, Nizhny Tagil, Novosibirsk, Novocheboksarsk, Novocherkassk, Novoshakhtinsk, Novy Urengoy, Norilsk, Noyabrsk, Orsk, Penza, Rubtsovsk, Salavat, Saratov, Seversk, Syzran, Taganrogavessk, Tula, Tula, ...

The company is constantly expanding and improving its offer for its customers. Inspired by ideas from all over the world, OGGI designers monthly create women's and men's clothing collections for a wide range of consumers, which is more than 2500 models per year. Young St. Petersburg designers are working on the creation of new OGGI collections in collaboration with Italian and French fashion designers. They study the Western fashion industry, work with foreign partners, study forecasts for the future, so their collections represent the latest trends in fabrics, accessories, color schemes and models.

Ultra - clothing for the youth line, is popular with customers from 16 to 24 years old. The collectible Ultra models are designed for modern and fashion-conscious girls who prefer a casual and urban style of clothing.

Collection - prefer modern women from 25 to 40 years old. In Collection they find fashionable clothes that are not too provocative, but also not too classic.

In August 2010, a line of menswear entered the market under a new brand - "oodji". The oodji men's line is exclusively developed by French designers in Paris.

Lab is a line of youth clothing that is popular with young people from 18 to 26 years old who prefer a casual and urban style of clothing.

Selection - preferred by modern men from 26 to 40 years old who prefer classic clothes.

Designers have divided male and female into 2 directions, for that each age group of buyers was able to better select the desired models both in style and in size and in assortment.

OGGI collections are the best prices, world fashion trends and European quality. OGGI / oodji is the leader of youth fashion on Russian market... OGGI / oodji is a design and production of clothing for young women and men, as well as promotion through a wide network of branded stores.

Collections for each season, assortment development strategy, merchandising and advertising strategy are created jointly by French and Russian specialists.

The company specializes in jeans, men's and women's suits, jumpers, sweaters, jackets, outerwear, winter clothes, underwear and a variety of accessories.

In 2014, it is planned to introduce footwear, expand the linen area and the appearance of a children's department.

This brand is our answer to the West. It is in no way inferior to European brands. However, due to the fact that it is still a Russian brand, the cost of the goods is much lower than that of foreign fashion companies.

OGGI store chain entered new stage development and aims to become a global fashion brand... By 2014, OGGI plans to create a retail network of 500 stores in the Russian Federation with a total area of ​​more than 100 square meters.

Oodji (Oji) is a domestic brand that designs and creates collections of first-class, high-quality clothing for men, women and children. The company's products are known for their high quality products, convenient prices, and original style of execution.
Country of origin of fashionable clothes from Oodji (Oji): Russian Federation.
Country of origin of goods from Oodji (Oji): Russian Federation, People's Republic of China.

The Oodji trademark (Oji): stylish products for the stronger sex, beautiful ladies and young fashionistas.

Patriotic trademark, bearing the name Oodji (Oji), is engaged in the manufacture of products of a wide segment. In the collections of this brand, there are wardrobe items addressed to the stronger sex, girls and women, children and adolescents. The domestic company will undoubtedly be able to satisfy the wishes of even the most demanding customers. The range of the Oodji brand includes a large selection of great, stylish pieces that can become part of an individual elegant modern look.

Characteristic features of Oodji brand products

The products of the Russian brand Oodji are distinguished by a number of excellent characteristics. Firstly, when making it, the company's employees must take into account both the wishes of the consumers themselves and the most relevant trends in modern fashion. Thanks to this, the extensive Oodji (Oji) collections are regularly replenished with truly stylish things that can also appeal to very discerning young people. Secondly, for the manufacture of such clothes, highly qualified specialists of the domestic brand use the best fabrics, which are carefully selected. Result successful work Oodji employees are high-quality wardrobe items that fit perfectly to the figure, retaining their original appearance even after prolonged wear, durable, comfortable and pleasant to the touch. Thirdly, no doubt, practical buyers will be able to like the democratic cost of such first-class products.

Products of the Oodji brand (Oji) are an advantageous ratio of price and quality. This is an opportunity to create your own original images, while feeling confident and comfortable.

Product design from the Oodji brand

As mentioned above, when designing clothes from Oodji (Oji), talented craftsmen take into account the most attractive trends in the fashion industry. All wardrobe items included in the assortment of this domestic brand are distinguished by their current styles, made in the most popular color shades. At the same time, the brand's specialists use both laconic, classic colors and very original, bright and saturated colors. This allows the representatives of the stronger sex to choose exactly such options for products that will most closely match their personal preferences. Oodji products (Oji) are things that can appeal to both fans of discreet bows and lovers of unusual looks.

The range of products of the Oodji trademark (Oji)

Range men's products brand Oodji (Oji) is quite large and includes many different names of stylish and attractive things. In the collections of the brand, there are models for different seasons: both excellent summer options and practical demi-season ones. We list some of the names of things that are present here: raincoats and jackets, shirts and jackets, jackets and cardigans, trousers and breeches, T-shirts and polo shirts, jeans and shorts,
jumpers and longsleeves.
There is also a rich selection of women's collections. The company offers to your attention: dresses, skirts, blouses, sweaters and much more.
You will not be disappointed either by the children's line, which is also distinguished by a rich selection of models and colors.

There is no doubt that everyone can find a great option for themselves.

Quality of products of the Oodji trademark (Oji)

Representatives Russian company can guarantee their numerous customers the highest quality of all offered things. For the manufacture of wardrobe items, employees of the Oodji trademark use the latest equipment and modern methods tailoring, thanks to which all products of this brand have excellent characteristics.

Oodji style male - 25 years old and older, up to 40 years old. They are calm, balanced, confident people who always know what they need. Clothes from Oodji (Oji) give them not only high level comfort, but also the ability to look perfect in any life situation... The products of this company are preferred by novice careerists, those who are in the process of achieving their goals and those who have already reached the desired heights. All these men have one thing in common: they take care of themselves and prefer to look classically elegant rather than creatively arrogant.
A woman in the style of this brand is always collected, perfectly organized. Chooses the best, high quality and practical.

Fashion trading company direction from Russian Federation: quality, style, classics, reliability, availability, independence, elegance.
Price category of the domestic stylish manufacturer Oodji (Oji): medium.

I first learned about the OGGI / Oodji brand when I was a student. I think that the majority remember the time of study at the university as carefree and penniless. I am no exception, but I always wanted to dress fashionably. That's when I discovered Oodji.

The brand was founded in St. Petersburg in 1998 by Dmitry Garbuzov and Dmitry Ermakov.
At first, the brand was called Oggi, but in 2010 it was renamed Oodji. Marketers explained this name change by the brand's entry into the international market.

The brand is very popular in Russia for several reasons. First, the company's price niche makes clothing affordable for a significant part of the population, especially for young people. Secondly, the collections boast a wide assortment.

A feature of clothing is the variety of styles and color combinations that are offered by the brand. Trendy prints, stylish silhouettes and interesting details are all invariable attributes of new collections.

What I like? Color scheme and store interior. This is an important factor for me. not every store wants to go to, be in it, and even more so to try on something and buy. But in Oodji, the white color and the abundance of light create a positive atmosphere in the store. The hangers are always in perfect order.

Also, I don't like intrusive consultants. I myself know what suits me best, but in Oodji I did not see any consultants at all, only cashiers.

I would also like to note a wide range of clothing - from evening dresses to underwear. There are quite strict monochromatic things, but you can also find unusual designs and bright colors.

The prices cannot but rejoice because they are always democratic. You can often buy clothes with huge discounts - there is a special hanger with things from past collections.

The clothes are of very high quality, they are neatly sewn, pleasant and comfortable to wear. I am satisfied with all purchases.

What I do not like? All good!

Now it's time to show a small collection of my wardrobe brand Oodji.

• Belt. Made of leatherette, decorated with rhinestones. The rhinestones are strong, not a single one fell off in a year of socks. The belt also holds for now. Price 100 rub.

• A cap. I ordered it on the Lamoda website. The hat is very warm and does not create a greenhouse effect on the head. Stylish, laconic, versatile - these are 3 words that characterize it. Price 299 RUR

• Knitted dress. Basic casual dress. Price 600 RUR

• Stole. I have wanted an unusual stole for a long time, but I could not find one anywhere. I found the stole of my dreams in IM Lamoda and quite by accident it turned out to be my favorite brand. The only thing is that you can easily make puffs on it, so you have to wear it neatly. Price 299 RUR

• Jumper. Material - thin white jersey, slightly translucent, pleasant to the body. Price 399 RUR

• Sundress. He conquered me with his simplicity, in him I feel very feminine, sweet and gentle. Chintz or satin material. Price 700 RUR

• White T-shirt. As it turned out, finding a white tight-fitting T-shirt is also very difficult. It is made of cotton and is very pleasant to wear. Usually white clothes get dirty easily, but this T-shirt washes well and does not stretch during use. Price approx 500 rub.

• The dress. At one time, velvet things were in trend, and velvet clothes appeared in the Oodji collection. True, the dress is an imitation and loves to collect dust on itself. But I still love it very much for the way it sits on me. I also ordered through the Lamoda website. Price 649 RUR

• T-shirt. I bought it for a long time. The material is thin jersey. After numerous washes, the print remained in its original form, and not a single pellet formed on the fabric itself, which indicates the high quality of the product. Now I wear the T-shirt at home, although it still looks great. Price about 350-400r.

site where I share my experience.

Thank you for your time, before we meet again, everyone beavers ❤

Oodji is a well-known Russian brand of trendy clothing and accessories for men, women and children. The trade mark was founded in 1998 in St. Petersburg, but with a different name - OGGI. Then the company employed only 20 people who sewed clothes for young women who prefer to look fashionable and stylish. A year later, a dozen branded outlets were opened in the capital and St. Petersburg. These were small shops, the total area was only one hundred square meters. The OGGI collection initially included only 600 items, but quickly became in demand because it combined style, quality and affordable prices.

Going international

The 21st century was marked by great achievements for the company: the number of outlets increased to one and a half hundred, the range expanded, the production site was moved to China. The latter factor made OGGI products even more affordable for buyers. And in 2005 the company opens own studio in the capital of France and world fashion. The design team includes French specialists. This is how OGGI went global. By the end of the first decade, the enterprise already has three hundred stores, and outside the Russian Federation: in the countries Customs Union and in Ukraine.

Range

Since 2011, the company has been intensively expanding its assortment; it offers a line of stylish wardrobe items for men. In 2012 - products for children. Every year OGGI offers its customers 5 thousand new models. Accordingly, the number of retail outlets and their area is increasing. Stores are opened in Europe, namely in the Czech Republic and Poland. In connection with entering the international market, the company changes its brand name to Oodji.

Under the new name Oodji

Under the new brand, the success has not changed the company, with a turnover of more than 380 million euros in 2013. And in the same year, Oodji began to master the Internet trade. The company continues to develop large fashion collections every year, and prices are still affordable. Today the brand is well known and popular in the CIS and Europe: Italy, France, Spain, Great Britain and Germany. By 2018, the company began to conquer the United States markets. And this is not the limit. Oodji is developing rapidly as it places bets on the right positions: stylish, beautiful, profitable and trendy.