Kmart is rebranding its plus-sized women’s clothing as “fabulously sized” after listening to feedback from customers.
The discount retailer is taking down all its plus-sized signage in stores nationwide and replacing it with new rack toppers that read “Fabulously Sized,” Kelly Cook, Kmart’s chief marketing officer, told Forbes.
“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,” Ms. Cook said. “They absolutely love this whole mantra of ‘Fabulously Sized.’”
“We have incredible, entry-level price points [and brands] for every sort of fabulously sized woman’s closet. From trendy to more conservative looks,” she said. “We’re no longer restricting women in their choices or alienating them due to their size.”
Kmart’s new “I Can” campaign, which launched Monday, features diverse women marketing the expansion of the company’s signature brands to larger sizes ranging from 1X to 5X.
“Fabulously Sized” women account for 22 percent of Kmart’s consumer base, Forbes reported.