Kmart is following the growing societal trend of straying away from exclusive/offensive titles with their changing of the term “plus sized” to “fabulously sized”, according to Women’s Wear Daily, in order to make people feel less excluded by their physical size.
The chief marketing officer, Kelly Cook, stated that she talked with followers on Kmart social media pages. Cook said that the members told told them that Kmart needed to have a better assortment and call it “something different”. The Kmart franchise will also be prolonging their sizes for all women’s apparel.
Cook shared that their decision on making change was influenced by the trend of diversity and “body positive.”
Kmart released their video campaign, “I Can” last week on their YouTube channel last week.