Yitty Active x Fabletics
Date:
2025
Client:
Fabletics
Role:
Brand Building
Creative Strategy
Design & Product Development
The Challenge
Create Yitty Active for Amazon.com and US value channels, translating the Yitty brand into activewear while building on insights from Fabletics best-performing products. The challenge was to create a compelling offer for a different customer and price point.
The Process
Researched the Amazon market and competitor strategies to identify key product opportunities, particularly within leggings and everyday performance wear. Led the design and development process end-to-end — from concept, sourcing and costing through to fittings and production — working closely with US teams and suppliers in Jordan and China.
The Outcome
Successfully launched on Amazon.com, validating the concept and supported expansion into Walmart.com. Improved development efficiency and delivered cost savings of up to 30% through sourcing and value engineering initiatives.
