Kmart: Goodbye 'Plus-Sized,' Hello 'Fabulously Sized'

The big-box store rebrands its women's lines
By Josh Rosenblatt,  Newser Staff
Posted Sep 11, 2017 5:09 PM CDT
Kmart: Goodbye 'Plus-Sized,' Hello 'Fabulously Sized'
Ashley Graham   (Photo by Andy Kropa/Invision/AP)

First Ashley Graham proved the popularity of "plus-sized" models, now Kmart is rebranding the concept of larger sizes in women's clothing entirely. People reports that the big-box store is changing the name of their clothing for women over size 12 from "plus-sized" to "fabulously sized." In addition, they will be making sure that they carry all sizes of all of its women's apparel lines. “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," says Kmart's chief marketing officer, Kelly Cook. “This decision was also heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity.”

Cook also says that while older shoppers have indicated they want a separate section for larger sizes, younger shoppers prefer their sizes to be integrated into the greater store. So Kmart will be using a two-pronged approach, keeping larger sizes of brands preferred by older customers in their own section while blending extended sizes of brands favored by younger shoppers in with the rest of the women's department, Cosmopolitan reports. "Fabulously sized" clothing accounts for 21 percent of Kmart women's sales, which makes sense when you consider that the average American woman is between a size 16 and 18, according to a recent study in the International Journal of Fashion Design, Technology and Education. (More Kmart stories.)

Get the news faster.
Tap to install our app.
Install the Newser News app
in two easy steps:
1. Tap in your navigation bar.
2. Tap to Add to Home Screen.