Kmart rebrands plus-size section, calls it ‘fabulously-sized’

In a report from Women’s Wear Daily, Kelly Cook, Kmart’s chief marketing officer said “This decision was heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity,” noting that Kmart has seen, “a big body positive focus in the teen and Millennial markets.”

To further their mission of creating a body positive atmosphere, Kmart will be reformatting the store to include the “fabulously sized” markers in all women’s apparel sections, as well as eliminating the plus-size labeling on swimwear and underwear.
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