Lizzo’s Yitty brand, a co-creation by the Grammy-winning artist, has officially made waves in the fashion industry with its first-ever ‘Shaping Swim’ collection, designed to revolutionize the concept of inclusive swimwear. Named after Lizzo’s childhood nickname, Yitty not only pays homage to her past but also stands at the forefront of inclusive fashion, introducing a swimwear line that celebrates body positivity and comfort.
This new launch aims to redefine the standards of swimwear by merging style with inclusivity, ensuring that every piece from the collection caters to a diverse range of body types. With an exclusive online marketing strategy poised to make a significant impact, Yitty pledges to set new benchmarks for the future of inclusive swimwear.
The Inspiration Behind Yitty’s Swimwear Line
The inspiration behind Yitty’s Shaping Swim campaign is deeply rooted in a vibrant era, drawing from the dynamic and colorful aesthetic of the late ’90s and early 2000s. This nostalgic influence is evident in the collection’s design, which includes a diverse range of styles like the Nearly Naked Shaping Thong Bodysuit, Nearly Naked Shaping Midi Bra, and Nearly Naked Shaping High Waist Brief, catering to various preferences and body types. Furthermore, the collection showcases an impressive array of seven silhouettes available in six colorways and one print, ensuring inclusivity with sizes ranging from XS to 6X. This inclusivity is further enhanced by the swimwear’s practical features such as chlorine resistance, adjustable straps, and the use of recycled nylon spandex for sustainability. Notably, the swimwear incorporates the same smoothing and shaping technology found in Yitty’s Nearly Naked shapewear collection, demonstrating the brand’s commitment to combining style with functional support. Yitty, under Lizzo’s visionary leadership, distinguishes itself from other shapewear brands by emphasizing body positivity and inclusivity. Lizzo’s approach focuses on how the garments make consumers feel, aiming to empower rather than conform to prevailing beauty standards. This philosophy is a testament to Lizzo’s understanding of the demand for swimwear that celebrates all body types, offering options that prioritize wearer comfort and confidence.
Designing for Inclusivity and Comfort
In designing the ‘Shaping Swim’ collection, Yitty has taken significant strides to ensure inclusivity and comfort are at the forefront. The swimwear line, co-founded by Lizzo, is a testament to the brand’s commitment to celebrating all body types, offering seven shaping silhouettes that range from cheeky to full coverage. These pieces are available in six essential colors and one striking print, designed to cater to a wide array of preferences and body shapes. Each swimsuit is meticulously engineered with double-layered tricot compression zones in the waist and stomach areas, providing a comfortable smoothing and cinching effect that enhances curves without compromising comfort.
Moreover, the collection boasts encased tricot slings and stabilizers stitched along the bust area to lift and define, ensuring ultimate support for wearers. This thoughtful engineering is complemented by the use of recycled nylon spandex, making the swimwear line not only sustainable but also chlorine resistant. The inclusion of adjustable straps further allows for a customized fit, ensuring each piece can be adjusted to suit individual comfort and support needs.
Yitty’s approach to inclusivity doesn’t stop at design and engineering. The brand has been intentional in fitting its designs on a variety of body types, ensuring that each piece is not merely scaled up or down but is genuinely flattering and functional across its extensive size range of XS to 6X. This dedication to inclusivity is further underscored by Yitty’s pricing strategy, with pieces ranging from $30 to $100, making high-quality, inclusive swimwear accessible to a broader audience. Through these efforts, Yitty is not just designing swimwear; it’s crafting a movement towards greater inclusivity and body positivity in the fashion industry, promoting self-love and acceptance with every piece.
The Exclusive Online Marketing Strategy
Yitty’s exclusive online marketing strategy is intricately designed to captivate and engage its audience effectively. The collection is uniquely sold on the Yitty website and is available only during the peak swim season, ensuring exclusivity and creating a sense of urgency among potential buyers. This approach is complemented by a VIP membership program offered by Yitty and its sister company, Fabletics. For a monthly fee of $59.99, members can enjoy discounts ranging from 20-50% on all products across both sites, adding value to the customer’s shopping experience.
The promotion of Yitty’s swimwear line leverages the massive social media influence of Lizzo, utilizing her personal Instagram and TikTok accounts, which boast over 12 million and 26 million followers, respectively. These platforms were used to share several promotional videos, significantly increasing the line’s visibility and reach. Additionally, the brand’s own Instagram page featured a series of engaging videos, further amplifying the campaign’s impact.
Notably, Yitty’s marketing strategy extends beyond product promotion, with the brand actively participating in social causes. A partnership with Omnicom Health Group to raise awareness for breast cancer screening during Breast Cancer Awareness Month exemplifies Yitty’s commitment to impactful social engagement. This initiative encourages women to add a #TitCheck to their #FitCheck, seamlessly integrating product promotion with a meaningful cause. This multifaceted online marketing strategy, combining exclusivity, influencer partnerships, and social responsibility, positions Yitty as a pioneering brand in the inclusive swimwear market.
Looking Ahead: Future Aspirations for Yitty
As Yitty propels forward, the brand is setting its sights on ambitious goals to redefine inclusivity and comfort in fashion. A focal point of their strategy includes enhancing customer engagement through innovative platforms such as virtual town halls, aiming to foster a closer community and dialogue with their audience. With a projection to hit the $100 million mark in sales by 2023, Yitty is not just growing financially but also expanding its product range to include new lines in swimwear and lingerie, promising the same level of comfort, inclusivity, and style that the brand is known for.
In a move towards sustainability and innovation, Yitty is dedicated to integrating sustainable materials and smart technology into their production processes. This includes the exploration of built-in support and adjustability features in their products, ensuring that sustainability goes hand-in-hand with practicality and comfort. Moreover, Yitty’s commitment to maintaining accessible pricing despite the introduction of new product lines signifies their dedication to making fashion inclusive for everyone, regardless of their budget.
Looking to broaden their reach, Yitty plans to expand its retail presence both online and in physical stores worldwide. This expansion is coupled with an emphasis on enhancing the customer experience through personalized services such as custom fittings and styling consultations. Additionally, Yitty is investing in community outreach programs, including workshops and events, to empower and foster a sense of belonging among its customers, further solidifying its stance as a brand that champions body positivity and inclusivity in every aspect of its operations.
