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2
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· Posted on
February 21, 2024

Lizzo's launches a new shapewear biz to take on the old and crusty

There's a new player in the shapewear industry - and they're taking on Kimmy K and Bad Gal Riri

What's the key learning?

  • When a market becomes crowded, it’s essential that a business identifies and plays to its niche
  • Lizzo is standing for something that nobody else in the industry is willing to do
  • The aim of the brand is to take the ‘shame’ out of shapewear

👉 Background: Most people know Lizzo for her banger pop anthems (Good As Hell, Truth Hurts...). But she's also an advocate for body positivity and diversity.

👉 What happened: Now, Lizzo is launching a new shapewear brand called Yitty with sizes ranging from XS to 6X.

👉 What else: Shapewear took off in the 90s thanks to Spanx...but since then, we've seen celebs like Kimmy K and Rihanna join in on the fun. So, Lizzo's got her work cut out to create her own niche.

What's the key learning?

💡When a market becomes crowded, it’s essential that a business identifies and plays to its niche.

💡 To create a niche, a business may choose to:

  • Target a totally unique audience
  • Price the product below competitors, or well above
  • Stand for something that nobody else in the industry is willing to do

💡 For Lizzo, she’s trying to build a brand that takes the ‘shame’ out of shapewear. We’re talking neon-body suits and bold coloured shapewear than can be worn as undergarments.. Or overgarments.

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