Amsterdam by ONLY
Localising for a Global Market
With Music as our seasonal theme, who better to use than a Swedish born sister duo, Say Lou Lou, linking back to the Scandinavian heritage of the brand. Amsterdam was selected as the location for the season due to insights that Chinese Millennials were looking at Amsterdam as a tourist hot spot and the place to be at the time. We utilised the singing duo for our main fashion stories as well as editorial content. We also introduced an up and coming Chinese model who joined the duet in Amsterdam to complete the season.
9 stories were shot over 5 days covering everything from product categories, sub brands, an editorial about the city and what’s hot as well as a profile on the singers and the Chinese model. The content was created for all channels from In-store, online, packaging, WeChat, Tmall and Weibo across stills and motion. ONLY is a brand that continues to grow from strength to strength and is in the top 4 brands through mainland China in terms of brand awareness, foot traffic in stores and sales (online and offline). The magazine, ONE that comes out quarterly, has a higher distribution than any other magazing throughout China including Vogue and other international titles.
