Goodbye plus-sized, hello fabulous.
Kmart is ditching the longtime name of its fashion section for bigger female clothing sizes and replacing it with the phrase 'fabulously sized.'
"The decision was heavily influenced by the fact that there's a solid trend on the market around diversity promotion and body positivity," Kmart Chief Marketing Officer Kelly Cook told Women's Wear Daily. Cook said the struggling retail chain has seen "a big body positive focus in the teen and millennial markets."
Plus-sized clothing at Kmart applies to female fashions over size 12. The average woman in the U.S. is a size 16.
There are only a handful of Kmart stores left in Western New York - on Hertel Avenue in North Buffalo, Lewiston Road in Batavia, Military Road in Niagara Falls and Orchard Park Road in West Seneca.