Russian brand Orby shows revenue growth despite difficulties in 2022
The first virtual showroom with its own merchandise in the metaverse, a shopping service with a video stream function, high-tech clothing and smart products, a threefold increase in sales on marketplaces, numerous awards, as well as the Governor’s project “Our Treasure” for newborns – Orby from the city of Kostroma sums up 2022 and talks about plans for the new year 2023.
The main goal of Orby is to become a cult brand of a new generation in Russia and abroad, while maintaining a close emotional connection with each client, promoting an active lifestyle, motivation for knowledge and self-development.
Following this strategy, Orby was the first Russian children's clothing brand to create its own space in the metaverse. MiceCraft was chosen as a debut in the virtual world - one of the most popular games among the target audience of the brand (children and teenagers). Under this initiative, a limited collection was created, which is successfully sold on the website orby.ru. The Orby channel is still regularly played by several thousand players. In addition, the company took part in the first digital marketing conference in Russia in the Metaverse Marketing MetaConf 2022.
One of the main directions of Orby's business development is digitalization and innovation, involving the creation of "smart" products and services for a new format of customer experience. So, in 2022, the brand presented: innovative clothes with a posture control system for schoolchildren controlled through a mobile application for the formation of individual recommendations Orby Up; winter outerwear with OrbyTech heating system. For new experiences and impressions, the company is developing omni-services, including the format of video consultations on the site. Video streams from the first months show a high conversion into a purchase, which indicates the demand for the service for customers.
Orby pays great attention to sustainable development and sustainable consumption. In this direction, such services were implemented for the client, such as a program for the disposal of old clothes in conjunction with the Second Wind Foundation, an offer to the buyer to refuse a printed receipt instead of an electronic one and refuse a package when making purchases in offline retail. All this helps to join the respect for the environment.
In addition, last year the brand became the leading partner of the third international music forum Aguteens. Within its framework, Orby organized an educational program and held a show on the main stage along with the stars of the project. Especially for the forum, the brand's designers have developed a unique collection of ecoorby natural cotton and linen fabrics.
In addition, the company joined the project of the Governor of the Kostroma region Sergey Sitnikov "Our Treasure". According to the program, each family where a newborn appears is given a set for the baby: a demi-season overalls, rompers, a bodysuit, a cap and other things. The set is handed over at the registry office along with a birth certificate. Orby manufactures all products in accordance with GOST, taking into account all safety requirements. During the program, 11,000 families in the region received Our Treasure kits. Its validity will last until December 31, 2025. The project is fully financed by the regional administration. 2022 has become a year of active cooperation between the brand and the Association of the Fashion Industry of Children's Goods of Russia. The company has become one of the leading presenters and experts of specialized forums and conferences.
In September 2022, as part of the joint business program of the international exhibitions "World of Childhood - 2022" and "CJF - Children's Fashion - 2022. Autumn", the Forum "Parents' Choice - Children's Goods of Russian Manufacturers" was held. Family and business support. Orby has been awarded the 2022 Parent's Choice Award. The brand became the winner in two categories at once - "Children's Clothing" and "Model of the Year".
In 2022, Orby exceeded targets on key performance indicators. The main drivers of the company's success were getting into the market trends, high-quality and relevant products and services for the client, as well as innovative developments. Orby showed a significant increase in offline store revenue, and the brand's online store even set a record for revenue for its entire existence. Brand sales on marketplaces almost tripled compared to 2021. By the end of 2022, 60% of products sold on marketplaces are collections created specifically for them. In 2023, the company intends to scale up the success of 2022, develop new categories on marketplaces, and expects to increase the share of sales on Ozone and Detsky Mir.
In addition, Orby plans to continue working on the service for customers: finalize omnichannel scenarios, work out issues to improve the speed of delivery of orders, make every effort to improve the usability of the site.
Orby is a brand of the Orbita clothing factory (Kostroma), founded in 1972. The enterprise annually produces more than 800 thousand products, more than 500 people work in the production. Orby is open to innovation and aims to become a cult brand among children and teenagers, which is manifested not only in the digital space.
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