The growing collective demand for plus-sizes has met with a spike in supply by many retailers and brands around the world. The most recent to hop onto this bandwagon is Kmart.
The US-based department store retailer has rolled out large sizes in womenswear on equal footing to regular sizes. Moreover, the retailer has altogether abandoned the phrase ‘plus-size’ from its dictionary in an effort to promote body positivity.
The new collection is dubbed ‘Fabulously Sized’.
Kmart has introduced separate sections within its stores that carry extended sizes in all of the women’s apparel brands it houses, extending to its intimate wear and swimwear offerings as well.
“We’re proud to provide this apparel at competitive price points,” said Kelly Cook, Chief Marketing Officer at Kmart, adding, “The decision to introduce larger sizes was heavily influenced by the trend surrounding diversity and body positivity in the market.”
Previously, a few brands at Kmart did offer large sizes, case in point being Attention. Cook, however, stated that Attention has been a brand-new assortment providing additional size options that go up to 4x.
Other brands such as Adam Levine, Jaclyn Smith, Basic Editions, Everlast and Route 66 will also provide large sizes now.
Cook said that the ‘Fabulously Sized’ range is on par with the regular size offerings at Kmart.
“We have every kind of look that would appeal to the woman today, from little black dresses to jeans to faux leather skirts and floral shirts. As these women increasingly embrace their sizes, we saw a huge window of opportunity to expand our apparel business and offer more choices to our members,” she added.
Large sizes represent 21 per cent of Kmart’s womenswear sales. The business has apparently been slow for the chain in recent times. Spokespersons of the company, however, expect an increase in sales owing to the introduction of the ‘Fabulously Sized’ range.
