Abercrombie & Fitch launches activewear brand, YPB - The Entrepreneurial Way with A.I.


Thursday, March 17, 2022

Abercrombie & Fitch launches activewear brand, YPB


Dive Brief:

  • Abercrombie & Fitch on Wednesday announced the launch of its activewear sub-brand, dubbed YPB, according to an announcement sent to Retail Dive. 
  • The brand, which stands for Your Personal Best, features activewear and accessories for men and women and is available on the retailer's website and in most stores in North America. 
  • YPB styles are available in sizes XXS to XXL with additional options for long and short lengths.

Dive Insight:

Abercrombie & Fitch is venturing into activewear with YPB. 

The assortment features performance tops with four-way stretch, sweat-wicking and anti-odor elements, outer layers and trendy details like cutouts and straps. 

Designers worked with models across genders, sizes, shapes and heights to "ensure pieces delivered on presentation as well as performance," according to the announcement. 

"We've been dedicated to outfitting our millennial consumers for every part of their lives, whether they're traveling, brunching with friends or celebrating a wedding, for example," Kristin Scott, global brand president at Abercrombie & Fitch Co., said in a statement. "Being active is another key part of that lifestyle, and now, with the launch of YPB, we can meet those specific needs." 

Abercrombie & Fitch is one of a number of direct-to-consumer and specialty retailers that have recently announced new activewear collections. Express DTC brand UpWest last week introduced its new apparel line, Go, which also features QR codes that unlock yoga sessions, meditations and other interactive customer experiences. Period underwear brand Thinx launched into the space at the start of the year, and Allbirds launched its sustainable activewear line in August. Competitor American Eagle also began offering an activewear line, Offline by Aerie, that features leggings, sports bras and workout tops, among other products, and is currently opening stores dedicated to the new sub-brand. 

Even larger retailers are getting into the category. Target, which introduced its All in Motion private label activewear line in 2020, revealed that it had reached its goal of generating $1 billion for the line in its first year of operations. J.C. Penney also relaunched its Xersion activewear line for children, women and men, which uses performance fabrics and is available in inclusive sizing.  

On the company's latest earnings call with analysts, CEO Fran Horowitz briefly mentioned the soft launch of YPB, saying that the "response has been amazing." For Q4, Abercrombie & Fitch Co. delivered net sales of $1.16 billion, up 4% year over year, and down 2% compared to 2019.

via https://www.aiupnow.com

Kaarin Vembar, Khareem Sudlow