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Kmart decided to market its plus-size clothing as “fabulously sized” in an effort to promote body positivity, the corporation announced Monday.
Kmart, which includes 735 stores in the United States, will remove all plus-size labels from clothing, underwear, and swimwear larger than a size 12 and replace it with “fabulously sized,” reports The Week.
“This decision was heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity,” Kelly Cook, Kmart’s chief marketing officer, told Women’s Wear Daily.
The chain also released “I Can,” a campaign marketing their new label change, which features “fabulously sized” models smashing down “I Can’t” signs while “anything is possible” flashes across the screen.
Cook said the reception to the ad has been positive overall, and the company is proud to be making the change to be more inclusive.
“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. They absolutely love this whole mantra of ‘Fabulously Sized.’ We’re proud to provide this apparel, and we’re also proud about our price points,” Cook said.
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