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Kmart Thinks Being Fat Is ‘Fabulous’

13 September 2017 Milo


Kmart is rebranding its “plus-size” clothing section to “fabulously-sized” in an effort to fight “body-shaming” and accept obesity. 

Kmart’s chief marketing officer, Kelly Cook, told Women’s Wear Daily that the chain wanted to jump on the “body-positivity” bandwagon.

“This decision was heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity,” she said before adding that the retail chain has noticed “a big body positive focus in the teen and Millennial markets.”

According to women’s fashion, clothing can only attain the label of “plus-size” if it is above a size 14-16.

This label, contradictory to doctors and any self-respecting male, will be rebranded as “fabulously-sized” by Kmart.

Kmart also announced it will be getting rid of the “plus-size” labels on underwear and swimwear, as well as stocking a broader range of clothing sizes in stores.

According to Cook, the change in the language was inspired by people on social media.

“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,” she explained. “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.”

Kmart Thinks Being Fat Is ‘Fabulous’

Kmart’s chief marketing officer, Kelly Cook, told Women’s Wear Daily that the chain wanted to jump on the “body-positivity” bandwagon. “This decision was heavily influenced by the fact that there’s a solid trend on the market around diversity promotion and body positivity,” she said before adding that the retail chain has noticed “a big body positive focus in the teen and Millennial markets.”


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  • Is Kmart still open?

    • BooBooBaby

      Hahhaha! I was just going to ask the same thing. I am pretty sure all of them near me are all closed down, and they have been for quite a long time too. Maybe there’s still some in the Midwest, I am guessing.

    • grandma954

      Too funny..

    • tardisbabe

      My question exactly! Every store I knew is gone.
      Want to talk about discrimination most stores carry plus size but good luck finding size 8, unless I go to forever21 which has size 0and under it seems

    • Rijomi2

      Don’t they charge more for plus, I mean, fabulous sizes.

    • Charles___Darwin

      Where else would Bruce buy clothes?