Orolay’s thickened down jacket, known as “The Amazon Coat,” is a staple in the wardrobes of women seeking an alternative to more expensive down jackets from brands such as Canada Goose (GOOS) or Moncler. Orolay’s simple jacket ranges from $99.99 to $139.99.
Lori Bergamotto, style director at Good Housekeeping, told Yahoo Finance that the jacket exemplifies function over fashion. “The great thing about this coat that made it a siren song for so many consumers is that it was trendy, it was affordable, and it was practical,” Bergamotto said.
The jacket’s many zipper pockets as well as its oversize fit are part of what’s attracting buyers. Bergamotto pointed out that “moms were saying they love it because they can stuff so much ... in the pockets.”
Mapping the trend
The boom to the Chinese brand Orolay’s winter jacket began when “people started seeing this coat on other people who were influencers or other moms,” Bergamotto said. It became enviable, but it was also accessible, with an original price point under $100. [Orolay was] “able to jack up the price a little bit” after it gained in popularity, she said.
With over 6,000 reviews — 82% of which are 4- or 5-star reviews — the “Amazon Coat,” stands up to its reputation as a “must have” for moms and influencers alike. Demand for the down jacket keeps it close to selling out on Amazon. Savvy fashionistas have also found a secondary market on resale sites such as Poshmark.
‘Fashion is becoming about sustainability’
Outerwear has to stand up to extreme weather and, ideally, should last more than one season. Canada Goose and Moncler brands, for example, lend themselves to this idea of long-term wearability.
“Fashion is becoming all about sustainability, and it’s moving toward more of a ‘cry once, save later’ mentality,” Bergamotto said, referring to the steeply priced Moncler down coats, which start around $900, and Canada Goose, which retail for around $1,000 and up. “A lot of these coats have lifetime warranties.”
That said, the Orolay coat “is a really good coat for the price point,” Bergamotto said. “Not everyone has $1,000 to spend.”
The “Amazon Coat” gives women the option to buy for right now and remain on trend, without worrying about breaking the bank.
“We want something that's not necessarily couture,” Bergamotto said. “We want something that's practical and that will keep us warm, and that mostly is affordable.”