Style Kmart drops the term plus size, swaps it for “Fabulously Sized”

03:40  13 september  2017
03:40  13 september  2017 Source:   honey.nine.com.au

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Kmart has announced that it is banning the term plus - size from its stores and will be replacing it with ' Fabulously Sized '. Kelly Cook, Kmart ’s chief marketing officer, said the decision came about after the company reached out to its customers on social media.

However, the term " fabulously - sized " for plus sizes seems counterproductive. — L.A. (@Lena_Oluwa) September 11, 2017. In conjunction with its " fabulously sized " clothing, Kmart rolled out its new "I Can" campaign, which you can watch below.

  Kmart drops the term plus size, swaps it for “Fabulously Sized” © Provided by Nine Digital Pty Ltd The average Australian woman wears somewhere clothing between a size 14-16.

And as a result many are forced into the ludicrously termed “plus size” section, given the industry term often refers to women over an AU Size 12.

Well, Kmart in the US is having none of that and is revolutionising the industry by doing away with the term entirely.

Instead, they’re calling larger clothing “Fabulously Sized”.

And, rather than have a section unto itself, the women’s range will have bigger sizes incorporated into all of its collections, including underwear and swimwear.

The roll out is taking place in conjunction with a new body-positive advertising campaign telling women of all shapes and sizes to say “I Can”, instead of “I Can’t” and has models smashing stereotypes.

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.@ Kmart changing their plus size section to fabulously sized is just another brand using body positivity who can't take the time to listen. By viewing our video content, you are accepting the terms of our Video Services Policy.

Dropping the Plus for Good: Kmart Officially Renames ‘ Plus - Size ’ to ‘ Fabulously Sized ’. Holly September 13, 2017 No Comments.

Kmart US’s chief marketing officer, Kelly Cook, spoke about the campaign to fashion tome Women’s Wear Daily, saying they implemented the change after feedback from customers about the controversial industry term.

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Kmart Will Now Refer to Its ' Plus - Size ' Clothing as ' Fabulously Sized '. While the term “ plus - size ” is relatively ubiquitous throughout the fashion industry, not everyone is totally on board with that labeling of women whose bodies don’t happen to fit the traditional runway mold.

VIEW GALLERY. For so many years now, plenty of people have been speaking out against the term ‘ plus - size .’. Supermodel Ashley Graham and reality star/denim mogul Khloe Kardashian have both expressed their disdain for the fashion term , which generally refers to women above a size eight.

  Kmart drops the term plus size, swaps it for “Fabulously Sized” © Provided by Nine Digital Pty Ltd

“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,” Kelly said.

“This decision was also heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity”.

9Honey have approached Kmart Australia about whether they have plans to follow suit.

Currently their Plus Size range caters to women sized 18-26.

  Kmart drops the term plus size, swaps it for “Fabulously Sized” © Provided by Nine Digital Pty Ltd


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