Kmart Attempts Bold, New Branding for Plus-Sized Clothing
It’s been the year of the plus-sized collection in the apparel world. More and more retailers are beginning to incorporate a variety of sizes into their new fall lines, and for the most part, it seems to be paying off for consumers. Kmart, who already had a plus-sized line, is trying something new for its latest apparel ad campaign when it comes to its plus-sized collection.
The “I Can” commercial looks to celebrate plus-sized women, but aims to do so without using the term “plus-sized.” The commercial announces sizing expansion for all its apparel brands, including Joe Boxer and Jaclyn Smith, as part of its “inclusive apparel movement.” This move makes Kmart the first and only U.S. retailer to expand the sizing of all of its apparel brands and product categories.
Kmart has been labeling this expansion as “fabulously sized,” and has removed all plus-sized signage from its stores.
In terms of promotional apparel repercussions, it seems more and more consumers are demanding all-inclusive sizing options. Plus-sized menswear is making an impact, and apparel brands like Nike are making their mark on plus-sized options. In our recent women's apparel story, we pointed out the monetary benefits of including plus-sized options in your promotional looks, and it looks like that will continue to be true in the future.