Dive Brief:
- Amid the brand's physical store expansion, 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 dedicated Yitty space is around 300 square feet or about 10% of the total Fabletics store area, which features size-inclusive mannequins, digital display screens and Yitty-branded wallpaper, according to the spokesperson.
- The Fabletics spokesperson confirmed that the brand plans to open more Yitty shop-in-shop locations at select stores this year.
Dive Insight:
The Yitty shop-in-shop at the Murray location will be Fabletics' first storefront to feature both brands on the exterior signage, the company’s spokesperson said. Fabletics in April teamed up with Grammy award-winning artist Lizzo to launch Yitty with shapewear ranging from XS to 6X. When the brand launched, Fabletics said it planned to showcase it within 76 shop-in-shops at Fabletics stores.
In addition to Yitty, Fabletics has released other collections with and without the celebrity touch. The brand introduced a new loungewear line in September 2021 with cotton, terry and fleece fabrics. In January, the company unveiled the Any-Wear collection, which included 18 different mix-and-matchable clothing items available in the U.S. and Europe. Months later, the brand tapped Vanessa Hudgens to launch the Sun-Daze capsule collection.
Leading up to the Yitty shop-in-shop announcement, Fabletics has been building out its brick-and-mortar footprint. In March 2021, the company said it planned to open 24 new stores in the U.S., starting with a new shop in the Mall of America in Minnesota. About a year later, the brand said it aimed to open 30 new stores in 2022, bringing its international physical store count to more than 100 locations.
Besides releasing new collections, the brand also wants to snag customers' used merchandise for recommerce. In July 2021, the company debuted its resale program, which provided Clean Out Kits for customers to fill with their clothing, shoes and accessories and ship to its partner, ThredUp. The program incentivizes eco-conscious customers to send their used items in exchange for Fabletics credits that can be redeemed in stores or online for up to a year.
As it expands its product assortment and brick-and-mortar presence, Fabletics has also concentrated on its digital customers. In February 2021, it launched the Fabletics Fit app, which features on-demand workouts, meditations and other fitness content. The brand collaborated with Hydro, the fitness company that created an at-home fitness rowing device, to create live and on-demand workout sessions.
