Kmart Rebrands Plus-Size Section as ‘Fabulously-Sized’!

Way to go Kmart! The 482-unit chain is changing the name of the “plus-size” section to “fabulously sized” section. Along with changing the name, the department store will also be extending their sizes for all of their women’s apparel.

The chief marketing officer for Kmart, Kelly Cook told ‘Women’s Wear Daily’ that they had communicated with members on social media and they informed them that Kmart needs to have a “better assortment” and needed to call the collection “something different.” And lo and behold, prayers have been answered!

Kelly also said that the decision to change the name was greatly influenced by the “solid trend” that is currently on the market promoting diversity and body positivity. Recently, Kmart also released the “I Can” video campaign on YouTube. Watch it here below:

 

What do you think about Kmart’s decision to make the name change? Do you like the new “fabulously sized” name? Let us know below!

Source: E!News, Women’s Wear Daily

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