ONLY: Our basket is full - how emotional storytelling in the digital space drove commercial success

This case study demonstrates how ONLY, the international fashion brand from Denmark, used an interactive online film to reverse declining sales and reconnect with fashion shoppers.

ONLY: Our basket is full – how emotional storytelling in the digital space drove commercial success

Principal authors: Lars Samuelsen and Charlotte Porsager, UncleGrey; Matthew Gladstone, Grey LondonContributing authors: Jimmy Blom, UncleGrey; Lucy Jameson, Grey London; Niklas Soenderskov Andersen and Bettina Schytt Therkelsen, ONLY

Introduction

The fashion world is unforgiving. Once a brand falls out of fashion there is often little it can do to regain the excitement it once held. But this paper tells the story of a brand that did just that. It tells how the Danish-based international fashion brand ONLY began to falter after...

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