Kmart Renames Plus Size “Fabulously Sized”

posted by Charlie Munson - 

Let’s be honest - no one really likes the term “plus-size” and people don’t really want to shop for “plus-size” clothes. And Kmart feels us on this, so the retailer has announced a new merchandising strategy to deal with it.

Kmart is going to start extending the sizes of all their in-house brands. This means they’ll be making all their clothing in full-size runs. But the bigger news is that they’re going to stop using the term “plus-size” on their products altogether. And they’re replacing it with something much better. Their new way to describe those larger sizes will be “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 call it something different," explains Kelly Cook, Kmart's chief marketing officer. She continued, to my surprise: "They absolutely love this whole mantra of ‘Fabulously Sized.'"

The next best thing would be for stores to give up the whole distinction, so clothes could just be clothes and you get the size you need without needing that label, but we’ll take this step in the right direction. If there has to be a label describing bigger sizes, fabulous is definitely better than plus.

Charlie Munson

Charlie Munson

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