20.02.

23
Brand Overview, Ethos & Approach

Founded in 2020, BlissClub is a community-first consumer brand crafting insanely

comfortable activewear for the women of India. Started with leggings, the brand
today has expanded to shorts, sports bras, tops, tees, and accessories. 

 
Products for Women, By Women

In India, most activewear brands are largely focussed towards men, leaving very
limited options designed specifically for the Indian women. From low-quality
material to poor sizing and inappropriate designs, Indian women have to make do
with whatever is available. BlissClub was formed with a clear objective to craft
comfortable activewear specially made for the Indian woman.
Brand Overview, Ethos & Approach

Fitness in India has forever been spoken about from a very outcome point of view – from
achieving a certain look, getting six-pack abs to loosing those X kilos. Whereas BlissClub
wants to build for the journey of a woman’s fitness and not the outcome –
we are going to be a part of the journey, and it’s okay if you don’t reach a certain weight
goal or look a certain way, but it’s that time you spend with yourself that matters.
 

At BlissClub engineering approach is followed. A large part of the fashion industry, even
in the activewear space, has always been built with a design-first approach. But, at
BlissClub, we don’t design but we engineer products. Objective is to identify specific
problems for women and then work backwards to solve those.  
Launching a all new High Impact Leggings
Ideal Customer Description

Life Statement
 
• Affluent 18+ Women
• Cares about quality & will pay for it
• Social circle that is similar to her
• Uses brands to express who she is
• Wants to always look chic & comfortable
• Although she might not look or care about size zero,
she wants to look good doing everything to nothing

Media Habits
 
• Uses social media to express herself, her life &
engage with brands she loves
• Frequently browses brand sites for latest & greatest
products
• Will watch ‘quality content’ via premium OTT
platforms like Netflix
• Heavy mobile users, most likely iPhone
 
 Top of funnel Bottom of funnel

Customer knows the problem they Customers decide whether

want to solve and research to purchase our product.
solutions. They may not be aware Our goal for this phase is to
that our product exists yet. During convince them to commit. 
this phase, we have to grab the
Customer Buying Process customer's attention so they
consider our product. 

Prospecting Remarketing

Middle of funnel

Customers weigh our product

against other available options.
Goal during this phase is to
convince potential buyers that
our product is the best option. 
 
Remarketing
 All New High Impact Leggings by BlissClub
Current Belief
‘My leggings are designed
well, with best quality
material & will last long’
Current Do
‘I buy a lot of leggings but
they do not provide the
support I need, making me
feel conscious’
Key Messaging
Quality leggings that has great
technical performance &
meant for that comfortable fit
– this is more than a product it
is a lifestyle
Reason to Believe:
Best of features & product benefits
Amazing feel & great fit
Fashionable and Practical
Makes You Stay Motivated
Desired Belief
‘This is what I need. These are
comfortable yet stylish meant for
my active life which will keep me
confident & motivated’
Desired Do
‘I should buy these leggings’
 
Media Plan & Budget

Part 1 : Digital Media Paid Promotion

 

Type Budget Allocation Budget Allocation Budget Allocation

Month 1 Month 1 Month 1

Prospecting 75% 65% 30%

Remarketing 25% 35% 70%
Media Plan & Budget

Strategy Publishers Target Users Budget KPIs

Video Based Advertising Youtube, Instagram, Facebook Keeping the targeting as open as Month 1 - 45% Completion Rate
Fashion portals/shows possible. Use of demographics & Month 2 - 30% Unique Reach
interest based segments Month 3 - NA CTR

Search Advertising Advertise on Non-Branded Search for all competitors & Month 1 - 20% CTR
Keywords advertise on non-branded Month 2 - 25% CPC
keywords Month 3 - 15%
Display Advertising Use of Contextual Keywords Category Targeting, Third Party Month 1 - 10% CTR
and Advertise on pages Data Segment Month 2 - 10% Viewability
related to Sportwear, Fashion Month 3 - 15% CPC
& Lifestyle

Remarketing Display Retargeting users who has landed Month 1 - 25% ROI
on the product site. Also can build Month 2 - 35% CPA
a Look Alike model Month 3 - 70%
Media Plan & Budget

Part 2

• Making use of the brand ambassadors – Influencer Marketing

 
Running a promotional campaign of ambassador program by partnering with
local fitness, lifestyle coaches, fashion experts – micro & nano influencer to Overall monthly budget taken
promote the new high impact leggings. is around 5lacs with a ratio of
  40:60. 40% for Paid Media
• Engaging on Social Media Promotion & 60% for
Influencer Marketing, Events &
Content marketing & organic promotion of the product through our brand PR. Month on month iteration
will be done basis the results of
account on platforms like Instagram, FB & Twitter – this will be to introduce,
performance marketing
educate & influence the existing customer to purchase the product
 
• Website, PR & Online Events
 
Internal push through brand website home page, dedicated blog content & email
marketing with clear unique CTR will also help to improve the conversion.
Digital PR campaign & online events focusing on the product promotion.

 
Launch of first BlissClub store in
Infinity Mall, Malad, Mumbai

One of the prime & finest mall in the western

suburbs of Mumbai, Infinity Mall has nearly every
major premium brands under its roof. One can get
done with shopping for clothing, makeup,
groceries to even electronics in just single trip.
In-Store Branding

In-store branding & communication plays a vital role in the process of creating
memorable shopping experiences for shoppers. It directly engages customers,
inviting them to experience the brand live and in-person.

Few of the guardrails for the in-store branding to be followed:

1. Hygiene/Basics
 
BlissClub’s new store need to reflect brand’s online personality
in the physical presence

Use of brand colour, language, clear product segmentation, new

product push & highlighting special rewards & offers.

Dedicated space/artwork to communicate - Body positivity,

flexibility, engineered products, made for woman by woman,
community building – BlissClub’s brand ethos & positioning
need to come alive from the in-store communication giving new
customer deeper understanding of the brand purpose.
In-Store Branding

2. Ambience

The ambience of your retail store contributes to the experience

shoppers have when visiting it. 

Prioritizing scent, aesthetics, lights & comfort for the customer while
designing the store. ‘Customer to feel welcomed & educated on how
they can get the best activewear for themselves’.

3. Community Building & Personalisation

Community is at the core of our brand and hence it is critical to highlight

that by having a special community wall where customer can leave their
comments & feedback leveraging better connect with the customers
 
Interactive digital screens can be added which provide customer a more
personalised experience

Other elements like a coffee table book, reward cards, free goodies
can also be explored
New Store Promotion

Phase 1 : Awareness/Knowledge

Push Strategy Infinity Mall, Malad

Yo u a r e c o r d i a l l y i n v i t e d t o t h e

friends of
Use of marketing strategy of generating
“scarcity” / “exclusivity” As one of our nearest and
dearest we’re excited to share

Blissqueen
an important news with you –
Objective is to have customers become curious to we are coming closer to you
see what else the brand has to offer.
Av a i l s p e c i a l e v e n t i n v i t e w i t h
store event great one-time offers
Limited people gathering with special offers &
event to be promoted to drive footfall on the Registration required
opening day of the store.

We can also have the number of invites/limited

seats highlighted to create a sense of urgency to
sign-up

Utilizing owned & paid media | Key Influencers to push the message | Email & SMS Marketing | PR
New Store Promotion

Phase 2 : Liking/Conviction/Purchase

Special Launch Gathering & PR

As part of the launch, we can have a bunch of key influencers host a small
meet & greet party with the customers who have registered for the event.
Influencer will also post the event highlights via their page.

We will also have fashion & lifestyle media bloggers to come & cover the
store as part of the online PR activity

Weekly Classes/Events
Have health/beauty/lifestyle coaches to come & host classes in the store – this
will be a weekly event with online participation included
New Store Promotion

Phase 2 : Liking/Conviction/Purchase

Personal Selling
As part of experiential retail strategy we can have fitting sessions.
Customers book a session online and turn up to the store appointment
where a BlissClub retail associate helps them find their bra size. One of
the most common limitation of online shopping is finding you right fit
this effort will help to address that concern and the customer will get
more personalised, fun & comfortable experience.

Unique Offers/Rewards
Having special offers only for the in-store purchase. These can be further
extended to something like shop with a friend, Bury those Monday Blues
with some retail therapy at BlissClub

Content Marketing & Live Streaming | Influencers Marketing | Email & SMS Marketing | PR | Mall Promotion
BlissClub’s Existing Communication
Instagram

BlissClub’s biggest audience is on Instagram, with around

1.94k followers the content on the Instagram page covers all
bases. Professionally shot imagery alongside user-generated
content, influencer promotion and making use of all
Instagram’s features, including the all-important Reels.
Facebook

On Facebook, some 11,800 people follows the brand. But the engagement rate
seems to be low here & hence focused content promoting event & products
with influencer led reels & stories use to highlight UGC.
Twitter

BlissClub’s Twitter seems to be used mostly for building the brand POV –
community promotion, motivational quotes, body positivity, trending content.

Special hashtags like #Blissrecommends & polls/contest helps to generate unique

& ownable content
Youtube

With 1.94k subscribers & some really interesting ownable content, BlissClub’s YT
channels stands out the most. Content buckets like Quick tips, Quizzing blissqueens
generates original content which helps in improving the overall brand imagery
Website – Homepage

BlissClub homepage is fairly standard with new launches & best sellers being highlighted upfront.

The recommendation here would be to see a benefits bar/selction – the clothes are premium but there’s no
clear reason on why someone landing on this page should buy from BlissClub over a competitor.

Signing up to BlissClub’s newsletter can also be added. Since the brand pride itself on community and
education, a dedicated piece of communication such as “Join our community of like-minded people” or
“Start your health and wellness journey” could help to stay connected with the audience.

The currently branding on the homepage is weak and should be improved.

Website – Product Page

The product images themselves feature

a wide range of angles and poses so that
one can get a good view of the product.

Most notably though, the model’s clothing

size and height are listed on the product
image. This is hugely helpful to potential
shoppers for comparisons to their own
body types.

What’s great about the product pages is

that you get nearly all the information you
need. One can easily see the product,
reviews, short description, colours and the
sizes available.

A dedicated tap to promote a women-only

closed community for fitness, health, and
motivation. This is a safe space for women
to ask questions, share opinions and to get
updates on special discounts & events
Key Learnings and Takeaways

Use Social Media Platforms to Their Full Extent

BlissClub uses every part of Instagram – photos, videos, reels, stories
and user-generated content by other Instagram users, adding huge
variety to the content being shared, as well as cultivating a community

Adapt Your Content

BlissClub’s content adapts to the platform it is being posted on.
Instagram is very visual, whereas Twitter is more text-based. The brand
can also found a niche on Youtube where more light-hearted & relevant
content is helping to reach a younger audience.

Improve Use of Unique Hashtag

Hashtag #keepitmoving & #movingit has bigger purpose for me but the
same didn’t get highlighted through the brand’s Instagram page. I feel
that can be improved.

Community Building through Website

Brand’s website gives a great opportunity to build & nurture the
community which can be explored better. Addition of a community tab
with interactive content including workouts, info about the
ambassadors/influencers, events, goal setting, and BlissClub’s
impact/brand statements.
thank you

@Pooja Jethwa
20.02.23