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diving letter:
- Amid the brand’s expansion into physical stores, Fabletics is opening a new store at Fashion Place Mall in Murray, Utah, with its first Yitty by Lizzo shop-in-shop, a spokesperson confirmed via email to Retail Dive.
- The Committed Yitti The area is about 300 square feet or about 10% of the total area fables Store area that features sizing mannequins, digital screens and Yitty-branded wallpaper, the spokesperson said.
- Fabletics spokesman confirmed that the brand plans to open more Yitty shop-in-shop locations in select stores this year.
Dive insight:
The Yitty shop-in-shop at the Murray location will be the first Fabletics storefront to feature both brands on exterior signage, the company’s spokesman said. Fables in April has teamed up with Grammy Award-winning artist Lizzo to bring Yitty to market with shapewear from XS to 6X. When the brand was launched, Fabletics planned to feature it in 76 shop-in-shops in Fabletics stores.
In addition to Yitty, Fabletics has released other collections with and without a celebrity touch. The mark introduced a new loungewear line in September 2021 with cotton, terry and fleece fabrics. In January, the company introduced the Any Wear collection, which included 18 different combinable garments available in the US and Europe. Months later, the brand knocked on Vanessa Hudgens Introducing the Sun Daze capsule collection.
Ahead of the Yitty shop-in-shop announcement, Fabletics has expanded its brick-and-mortar presence. In March 2021, the company said so planned to open 24 new branches in the US, beginning with a new store at the Mall of America in Minnesota. About a year later, the brand said it was aiming for it Open 30 new branches in 2022bringing its international physical stores to more than 100 locations.
In addition to releasing new collections, the brand also wants to get hold of customers’ used goods for resale. In July 2021, the company debuted its resale program, which provided cleaning kits for customers to fill with their clothes, shoes and accessories and ship to their partner, ThredUp. The program encourages environmentally conscious customers to return their used items for Fabletics Credits, which can be redeemed in stores or online for up to a year.
With the expansion of the product range and the stationary presence, Fabletics has also focused on its digital customers. In February 2021 it is launched the Fabletics Fit app, which offers on-demand workouts, meditations, and other fitness content. The brand partnered with Hydro, the fitness company that created an at-home fitness rower, to create live and on-demand workouts.
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