There is some concern of how customers are going to refer the section to a name other than “plus-size,” along with how they are viewed when buying those particular type of clothing.
Hey, some nice news! Kmart is sprucing up its plus-size offerings and doing more to integrate them into the rest of the store, mindful of the fact that nobody likes being relegated to a section near the basement bathroom. However, they will not be called “plus-size.” They will be called “Fabulously Sized.”
“Kmart is beginning to roll out ‘Fabulously Sized’ sections inside its stores and has established extended sizes in all of its women’s apparel brands,” Women’s Wear Daily reported this morning. “It’s also expanding the range in intimate apparel and swimwear and has abolished the phrase ‘plus-sizes’ from its messaging.” Again, for the designation “Fabulously Sized.”
“When we reached out to our members on social media, they told us we needed to have a better assortment and that we should we call it something different. They absolutely love this whole mantra of ‘Fabulously Sized,’” said Kelly Cook, Kmart’s chief marketing officer. “We’re proud to provide this apparel, and we’re also proud about our price points. We have ‘brag-worthy’ denim at $9.97 everyday.”
“As these women increasingly embrace their size, we saw a huge opportunity to grow our apparel business and offer our members more choices,” Cook explained, adding that, “This decision was also heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity.”
READ MORE: Jezebel.com
Article Courtesy of WWD and Jezebel
Picture Courtesy of Scott Olson and Getty Images