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

03:40  13 september  2017
03:40  13 september  2017 Source:   9Honey

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Instead, they’re calling larger clothing “ Fabulously Sized ”. Kmart US's change from the term " plus size " to " Fabulously Sized " is being rolled out with new body positive campaign. Currently their Plus Size range caters to women sized 18-26.

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  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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The INSIDER Summary Kmart is banning the term " plus - sized " from stores and replacing it with " Fabulously Sized ." As a part of the campaign, Kmart has introduced extended sizes for juniors, ranging from 1x to 3x. On September 11, the retailer told Women's Wear Daily that it will ban the term " plus - sized "

Kmart is also extending its offerings, and will expand its range of swimwear and intimates in the new " fabulously sized " name. And there's another bonus: It 's getting rid of the term " plus size " in all brand messaging.

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 Ditches ' Plus - Size ' Label For ' Fabulously Sized ' Size sections for most of Kmart 's in-house brands will reportedly be expanded as high as a size 4X in an effort to make the store's merchandise more inclusive.

Kmart has announced that it is banning the term plus - size from its stores and will be replacing it with ' Fabulously Sized '. Emma Roberts swaps her prim white dress for a TINY semi-sheer LBD as she parties at Toronto Film Festival after premiering new film Who Are We Now.

  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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