ONLY: The Liberation
Client: BestsellerBrand: ONLYAgency: UncleGreyCategory: Small Budget / Consumer GoodsCountry: Denmark
ONLY was established in 1995 and started out as a denim fashion brand. Initially it was a great success focusing exclusively on denim products, t-shirts, and tops. At the start of the global financial crises the brand started to feel additional pressure from competing brands while at the same time experiencing difficulties in getting consumers interested in their offerings.
By 2011 the ONLY brand values and the overall direction of the brand had become unclear. Sales were declining...