How ONLY is betting big on licensing & what can other brands learn
ONLY India is known for its impeccable quality and unique style, in the last 1 year ONLY has been able to resonate with style-conscious young women through exclusive licensing collaborations. Despite the pandemic, ONLY is thriving and the reason for its growth is their ultimate leap of faith in licensing. We have listed all the major collaborations of the brand that have gotten an overwhelming response in India so that other brands can learn from their strategy.
- NEW COLLECTION ONLY X TOKIDOKI MASKS
ONLY collaborated with TOKIDOKI to launch reusable, anti-bacterial masks in quirky colors. These masks were a definite must-have if one wants to make a fashion statement in quarantine. Understanding the market situation, the masks were on the affordable side starting at Rs.249/- which is a steal for that anime funky cool fashion statement!
Ananya Pandey x Tokidoki x ONLY Tokidoki, the global pop-culture brand famous for its larger-than-life characters enters India. While maintaining its roots of fashion & lifestyle global collaborations, such as Karl Lagerfeld, LeSportsac, Onitsuka Tiger.. and many more.
With this Direct-To-Retail program, Tokidoki focuses on launching new product categories for women specifically aged 16-25yrs. Though the collection partnership is hit by the global pandemic & is currently unable to ship the products. Both the partners involved remain positive that by working together, we shall soon see an end to the pandemic.
The collection is now available on the only website & is up for sale!
Go on, make it your own with ONLY x Tokidoki!
- ONLY X MARVEL Collection
The women’s fashion brand ONLY partnered with Marvel for a special capsule collection and jumped onto the bandwagon of being pleasing the MARVEL fans. Understanding the market and the 10th anniversary of Marvel Studios’ “Avengers: Infinity War” these pieces were sold like hotcakes.
The price ranges between Rs 999 to Rs 3,299 and was available for sale across all ONLY stores in India.ONLY has aesthetically blended movie graphics with some cool and fun elements. Inspired by comic strips and conversational prints, the Marvel Special Edition comprises striking twin sets and a range of tailored unexpected pairings.
The collaboration marks a step towards strengthening the brand’s association with Disney India. The company also confirmed that there will be an Avengers: Infinity War-themed OnePlus 6 model.
With this association, ONLY makes yet another take on the male-centric IPs. prior to this, ONLY has launched a capsule collection for Popeye – the sailor for females.
- Limited edition Only X SpongeBob collection
ONLY as finally come out with a brand new range of apparel which is a fusion of contemporary and fuss-free street-wear-inspired styles, all with the iconic SpongeBob print. The collection seeks inspiration from the current fashion trends and is effortlessly comfortable. The partnership is a testimony that nostalgia and contemporary trends can coexist. There are endless ways one can style these pieces, so grab your outfit today in the nearest ONLY outlets. Who doesn’t want to get SpongeBob SquarePants in their wardrobe again?
- ONLY Launches the ONLY x Mickey Mouse Collection
Celebrating Disney’s most quintessential character Mickey Mouse, ONLY India announces the launch of the ONLY x Mickey Mouse collection.
The pieces have bold logos and scribbled art against elevated activewear. All the garments including shorts, shirts, shirtdresses, and t-shirts showcase Mickey Mouse’s smiles. The collection seeks inspiration from the two miles fashion trend which makes the looks chick and effortlessly comfortable. ONLY X Mickey Mouse collection is available at stores and ONLY India website at a starting price of RS 1,699
- ONLY X Beatles collections
Slip into a nostalgic daydream as you get your hands on the coolest outfits from the ONLY X Beatles collection. Every piece in this collection is an ultimate style statement. Tune into the beat with legendary music icons as you flaunt your comfy midi dress.! The collection has some snazzy graphics that one can avail at a starting price of 1700 Rs. ONLY India’s brand ambassador Ananya Pandey is seen grooving to Beatles music while wearing the garments from the collection.
Check out the collection in stores and www.only.in
Conclusion
If a western wear brand needs to emerge as a style icon and retain extensive retail muscle then licensing is the only way to go. In order to penetrate into new areas, brand licensing is a significant model to expand. It increases market share and proves to be a great revenue generation proposition as it increases the brand’s visibility. licensing if done right is the right route to take for expansion.
