To be married is an important thing in a life. It almost only happened once in alifetime. Therefore, it¡¦s very important for a woman to choose a proper bridal gown for her. Accordingly, it is also a critical issue how to design a bridal gown for thecustomers to meet their requirement.Through rich data collected, the thesis was analyzed from both view ofconsumption and supply aspects.¡CMeanwhile, case study method was used to wellunderstand the characteristics and current situation of bridal gown industry inAmerica. After compared analysis of crossed cases, the followings were concluded,I. Freely product design. Bridal gowns are belonging to life-staged products. The designers can seldom consider the durability of the products and designatethem freely. Hence, The competitive advantages are determined by abilities of the designer in the bridal industry. II. Prices into opposing extremes. The prices are divided into opposing extremes in the bridal industry. Except for materials and labor costs, the key point to pricing is design and this is one of characteristics in the bridal industry.Different business models make the prices into opposing extremes as well. III. Leadership of design.¡COf the American bridal business, the salesperson sells the bridal gowns to the retailers or end users directly. The Americans buy the bridal gowns and this is totally different from Taiwanese. In U.S, high divorce rate comes up with high re-married rate. This would make wedding ages diversified. And designs create fashions which make a brand¡¦s advantage ofunique. IV. Differentiation is one of competitive advantages. There are many ways tomake different from others, such as service quality, stylish design, and price. InU.S, people would like to pay more to have higher service quality and stylishproduct design.