KMART in the US has ditched the term ‘plus size’ and instead relabeled the collection of clothing to ‘fabulously sized’ in a bid to promote body positivity.
The new move, which also involves the department store offering a larger range of sizes in all women’s apparel, was revealed in an interview with Women’s Wear Daily.
“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,” Chief marketing officer for Kmart, Kelly Cook, told the US publication.
ARTICLE CONTINUES AFTER THIS ADVERTISEMENT
“They absolutely love this whole mantra of ‘Fabulously Sized’ and we’re proud to provide this apparel”
— The Today Show (@TheTodayShow) September 11, 2017
Kmart also released a new ‘I Can’ video campaign on YouTube.