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Kmart is banning the plus-size label from its stores and replacing it with 'Fabulously Sized' — but not everyone is pleased with the updated terminology.
With the average American woman wearing either a size 16 or 18, according to a recent study, retailers' use of of the plus-size label to describe women over a size 12 has been hotly debated over the years.
Members - Media - Assortment - Something - Kelly
'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 Cook, Kmart’s chief marketing officer, told Women's Wear Daily of the change.
'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.'
Addition - Shift - Terminology - Kmart - Sizes
In addition from its shift away from the controversial terminology, Kmart will also be extending sizes for all of its women's apparel.
Cook added that the decision was 'heavily influenced' by the rise of diversity promotion and body positivity, and company has seen a 'big body positive focus in the teen and millennial markets'.
Divide - Shoppers - Company - Role - Sizes
However, there is a divide between how younger and older shoppers want to see the company role out the larger sizes.
While older shoppers wanted a separate section for larger sizes, younger customers would prefer to see those sizes integrated into the rest of the store.
Divide - Kmart - Sections - Sizes - Brands
To deal with that divide, Kmart's separate sections will feature extended sizes from its brands that cater to older customers. In conjunction with its new 'Fabulously Sized' section, Kmart also unveiled its new body-positive 'I Can' campaign on Friday.
Although people are happy to see the company making a strong effort to promote size diversity, many dislike the section's new name or question why the sizes have to be separated in the first place.
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