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...