Kmart is doing its part to give the plus-size clothing market a fabulous makeover. On Monday, Women’s Wear Daily reported that the superstore chain is ditching the “plus-size” title and replacing it with “Fabulously Sized.” Better yet, these sizes will be available in all its women’s apparel brands, including intimates and swimwear. Curvy girls, rejoice!
“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,” Kelly Cook, Kmart’s chief marketing officer, told WWD. “They absolutely love this whole mantra of ‘Fabulously Sized.’ … We’re proud to provide this apparel, and we’re also proud about our price points.” She mentioned Kmart’s “brag-worthy” denim, at under $10 every day.
This change was inspired by the growing movement of women embracing their shapes — as further underscored by this past weekend’s highly popular body-positivity conference, theCURVYcon (if you missed it, you can catch the full live stream below). “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. “This decision was also heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity.”
The debate around the “plus-size” moniker was hashed out at theCURVYcon. During the event’s Dear Retailer panel, Jillian Cueff, divisional merchandise manager of special sizes for Macy’s, explained that Macy’s recently renamed “Macy Woman” as “Plus Sizes” to make sure shoppers could properly navigate the store and find the sizes they need. Brian Beitler, EVP and chief marketing officer at Lane Bryant, said that the brand wished we lived in a world where labels weren’t required, but that the reality is it also needs a way for customers to sift through its assortment, so it supports the terms “plus” and “curvy” for now. Other retailers are not as supportive of any label because it doesn’t allow all shoppers to have the same experience — especially those who want to shop with their friends of different sizes.
And now it seems Kmart is making known where it stands. Shoppers will still easily be able to find the sizes they need — just instead of looking for the adjective “plus,” they have to keep their eyes peeled for “fabulous.”
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