Fabletics

A year after making a splash in the shapewear market, Yitty is expanding its product offering to underrepresented gender identities and ramping up its customer engagement efforts.

The American artist is launching a new brand called Yitty with Fabletics focused on celebrating shapewear rather than hiding it beneath clothes. But a celebrity-backed line doesn’t guarantee success.

Amplified by a potential power shift from landlords to retailers and the need to seamlessly embed digital, companies will need to make tough choices to improve their return on investments.

From solo entrepreneurs to global giants, plenty of brands are still betting big on physical retail, despite the ongoing pandemic. What's the argument for such an unexpected strategy?