Despite what media advertising might have us believe, the average American woman is a U.S. size 16 to 18, according to Kelly Cook, Kmart’s chief marketing and digital officer.
The retail chain reached out to Kmart members on social media and discovered they desired to have a better assortment on extended sizing apparel and wished to have the collection called something different. Separating from “plus size” to “fabulously sized,” has embraced Kmart’s new body-positivity campaign, “I Can.”
They were applauded by women’s magazine Cosmopolitan which emphasized that women who wear above a size 12 spend money on clothes, too! Even celebrities commented on the marketing move including Tyra Banks who claimed she stopped saying plus-size five years ago, according to US Magazine.
Some shoppers are not so satisfied with the trendy new phrase, “fabulously sized,” calling it “mocking,” and “embarrassing.”
Consumers will soon find out if this is a good move for Kmart or not. How do you feel about it?