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.”
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