Kmart is rebranding its “plus-size” clothing section to “fabulously-sized” in an effort to fight “body-shaming” and accept obesity.
Kmart’s chief marketing officer, Kelly Cook, told Women’s Wear Daily that the chain wanted to jump on the “body-positivity” bandwagon.
“This decision was heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity,” she said before adding that the retail chain has noticed “a big body positive focus in the teen and Millennial markets.”
According to women’s fashion, clothing can only attain the label of “plus-size” if it is above a size 14-16.
This label, contradictory to doctors and any self-respecting male, will be rebranded as “fabulously-sized” by Kmart.
Kmart also announced it will be getting rid of the “plus-size” labels on underwear and swimwear, as well as stocking a broader range of clothing sizes in stores.
According to Cook, the change in the language was inspired by people on social media.
“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,” she explained. “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.”
Featured Image Via Flickr/Marjan Lazarevski