Kmart "I can" campaign targets plus-size market

Kmart is rebranding its plus size business to be more inclusive and promote diversity. It will rename its plus size category as "fabulously sized" and extend apparel sizing from 1X to 5X.


Signature Kmart brands including Joe Boxer and Jaclyn Smith are included in the expansion. Customers will now be able to shop across categories including intimates, swim, and wider width footwear.

Chief Marketing Officer Kelly Cook explained that this transformation makes Kmart the only US retailer to extend sizing in all apparel brands and product categories.

The name "fabulously sized" came from consumer research from Kmart's loyalty program. Kmart found customers felt "plus size" was too exclusive and alienating. In an effort to align with body positive movements, 'fabulous' was a more welcome description for customers buying extended sizes.

"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,” Cook said.

The rebranding will include store and signage updates. New marketing materials and fixture signage will be installed in stores to reflect the 'fabulously sized' category and brand experience.

Full figured women account for 22% of Kmart shoppers. Almost a third of these customers shop at Kmart at least 11 times per year. Kmart reports the average American woman is a size 16 and that women sized 12 and up are often excluded from mainstream shopping experience.

The fabulously sized category is aligned with Kmart's goals to celebrate diversity. Lauren Conrad just launched her plus size category expansion for her Kohl's line, and H&M and ModCloth also offer plus size. Regardless, many plus size women still feel marginalized by fashion.

Kmart's parent company Sears Holdings has been the poster child of failure in the changing retail landscape. Kmart most recently ended its quarter in July with comp sales down 9.4%. Kmart is optimistic that a strong plus size experience will help save the brand from further store closures.

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