By: Renee Grant

Over the years, Kmart has made some big changes in an effort to keep customers coming back, even renaming the store Big K (remember that phase?) at one point. Now they have a new initiative and this one is sure to create a serious buzz.

The retailer plans to rebrand their plus-sized clothing section as “Fabulously Sized” through all of the chain’s 482 locations, according to Women’s Wear Daily. The brand will also expand all their in-house clothing lines to accommodate larger sizes for women, up to size 4X.

The average woman’s size for clothing has extended to size 16-18, and demand for body-positivity and diversity in sizing has grown as well.

“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,” Kelly Cook, Kmart’s chief marketing officer, told Women’s Wear Daily. “They absolutely love this whole mantra of ‘Fabulously Sized.'”

They have launched the campaign with updated videos on YouTube, and while reaction has been mixed, it’s great to see a large retail chain paying attention to what their customers are asking for.

What do you think of the new ‘Fabulously Sized’ movement?


Leave a Reply

Fill in your details below or click an icon to log in:

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

More From Today's 96.5

Just Announced! ANOTHER Justin Timberlake Show!Did you miss out on tickets to the Man of the Woods Tour? Well, today's your lucky day, because Justin Timberlake is coming back in December!
Victoria Beckham: No Spice Girls TourPosh Spice has just crushed the hopes of Spice Girls fans everywhere.

Listen Live