Subaat
Redefining Comfort & Timelessness With The Digital Presence of A Luxury Loungewear Brand
Challenge
Subaat is a new timeless and luxury loungewear founded by Saudi women with the aim of making one’s lifestyle the perfect manifestation of a mélange between outerwear and at-home wear.
Subaat approached Blue Hat to establish its online presence on social media and increase its brand awareness while setting itself as a design-centric and local loungewear brand.
Intervention
Blue Hat’s strategists started by researching both the international trends and local nuances that are needed to kickstart the discovery part of the strategy. Our team also made sure to harness various lessons learned from case studies as well to ensure that we differentiate Subaat’s newly launched brand.
To also be able to track the local sentiment and understand how customers perceive the brand, we conducted social listening around fashion and luxury loungewear in Saudi Arabia. A competitor scan was also performed to get a sense of the local and international markets, followed by a trend compatibility chart. The strategy was then completed with the definition phase with the brand personality, target personas, digital channels map, tone of voice, and communication themes.
After finalizing the initial stages of the strategy, we introduced Subaat to women in Saudi Arabia, who are looking for loungewear, which is elevated enough to be outerwear and comfortable enough to be home-wear. Triggering curiosity while showcasing the brand’s offerings using compelling content, we highlight to the target audience the luxurious quality and unique aesthetic.
Results
To launch Subaat’s Instagram page, we led the first photo shoot in terms of creative direction to make sure the comfortable yet elegant nature of the loungewear was manifested in a way the customer can resonate with.
As part of our creative direction, we aimed at intimately capturing the conversation-triggering pieces during fleeing moments that would fit whichever lifestyle within a household. In your Subaat set, you can sleep, meditate, read, cook, work, host and always look fabulous while doing so.
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