“We have always been looking for ways to reproduce the phenomenal success of 2018. We want to pass on our experience to other businesses looking to build their own brands, we also realise that products are the foundation for any successful marketing campaign,” says Junyi Ding, vice president of Orolay. “Without high-quality products, no matter how enticing the marketing may be, consumers will have no compelling reason to buy.”
Based on this philosophy, Orolay has taken two key steps. First, the brand crafted an independent product line based on the 092 down jacket to build on the “Amazon coat” legacy. Second, they drew upon new inspirations from consumer research insights to enrich their product collections and achieve growth across a wider range of offerings.
As the product strategy shifted, Orolay also experimented with new and fresh approaches to marketing. In 2018, event planner Katrina Hutchins held a charity event designed around her love for the “Amazon coat”: Attendees had to wear the 092 down jacket to the event, as well as donate a coat from the same collection. In 2020, Orolay began to support Hutchins, enhancing the brand’s influence and demonstrating their commitment to corporate social responsibility.
Orolay carefully tracked subtle changes in consumer interests and shopping behaviours, using their observations to constantly explore new marketing approaches to bring more fun and stronger connections to consumers. In 2022, this approach led Orolay to work with the Drop, Amazon’s fashion brand programme, to explore new brand marketing approaches in greater depth.
The “drop” model, referring to the limited-time release of limited collections, has gained popularity among fashion enthusiasts in recent years. In response to this new trend, Amazon launched the Drop in 2019, offering limited editions, fashion inspirations, exclusive collaborations and expert advice, all with the aim of helping fashion enthusiasts discover the latest trends and seasonal must-haves.
Orolay and the Drop quickly found they were a perfect match in their brand tonalities and fan characteristics. As Ding says, “Fans of the Drop and Orolay have a lot in common: They love fashion and follow trends closely. Our collaboration with the Drop was a fantastic experiment.”
Starting in November 2022, Orolay went on sale on the Drop for a limited period of five days. Thanks to traffic contributed from Amazon, the Drop, and fashion bloggers Orolay saw an order increase of 32% bringing a significant boost to their sales growth. In Q4 2022, Orolay’s search volume and share of voice (SOV) on Amazon hit a new record, surpassing their previous all-time peak in 2019.