Launched in New York in 2010, Oryany quickly grew after its debut in Korea in 2014, focusing on major department store networks. In 2019 and 2020, it achieved consecutive hits with its "Lottie" and "Rookie" items. To satisfy the needs of customers in their 20s and 30s, Oryany is redefining its brand concept and implementing renewal changes in its logo, products, and prices. Firstly, starting from the 2024 S/S season, the brand has designated vibrant orange as its main color and refined the logo to a more concise and casual style.
Under the theme of Young & Trendy, the designs feature a blend of retro and minimal moods inspired by Western culture from the 1960s to the 1970s, presenting products with classic forms. Each item incorporates new logo lettering and retro-inspired embellishments such as reinterpreted Moroccan symbols and chunky metal accents. Additionally, the fabric items have been expanded by 20% compared to before, broadening the range of choices.
The price range has been lowered to stimulate online sales growth. For leather items, prices have been reduced from the previous range of 200,000 to 300,000 won to the late 100,000 to 200,000 won range, while fabric items are released at a lower mid-100,000 won range, increasing accessibility for those in their 20s and 30s.
Alongside the rebranding, online distribution channels are being diversified. In addition to major distribution channels such as department store malls, CJ, GS Home Shopping, and Lotte iMall, sales on fashion platforms like Queen It, 29CM, and HAGO will be expanded in 2024. New channels like W Concept are also being targeted for inclusion. Furthermore, the company website will be visually revamped, simplifying product categories and detail pages to improve ease of viewing desired products and information.
Meanwhile, Oryany launches the 'Catch the Oryany' campaign, highlighting those who boldly and confidently express themselves as they are. The marketing manager of Oryany stated, "The subtitle of this campaign is 'Stay True to Yourself,' delivering a message of support for those who confidently express themselves as they are without succumbing to social biases." They further added, "We expect the witty representation of the struggle to stay true to oneself in the new visuals and the message conveyed by Oryany to resonate with many people and receive positive feedback."
Oryany's 2024 S/S items can be found at department stores, Oryany stores, and websites, as well as online shopping malls like Musinsa. They are also available for viewing through Oryany's Instagram and KakaoTalk channels and other social media platforms.
