Retailers across the country are finally waking up to the fact that yes, women who wear above a size 12 spend money on clothes, too! Now one of the biggest big-box chains in the country is realizing that adding more sizes boosts sales — and those sizes don't have to get slapped with a “plus-size” label, either. Women’s Wear Daily reports that Kmart is removing the term “plus-size” from its stores, and instead rolling out expanded “Fabulously Sized” sections at stores across the country.

Kelly Cook, Kmart’s chief marketing officer, told WWD that older shoppers wanted a separate section for larger sizes, while younger shoppers wanted those sizes integrated into the rest of the store instead. Because of that divide, the separate sections will specifically feature extended sizes from brands like Basic Editions and Jaclyn Smith, which cater to older shoppers. Kmart is also offering more sizes of other brands like Joe Boxer, Everlast, and Attention, within the rest of the women's department, and it's marking extended sizes with a “fabulously sized” sign on the racks. They’re also starting a new body-positive ad campaign under the slogan “I Can.”

This move to expand the “fabulously sized” selection makes a ton of sense from a business perspective, as larger sizes make up 21 percent of Kmart’s women’s sales, and the store says adding larger sizes has already helped sales. Though of course, the ideal would be to have every single item of clothing available in every size, for now it’s a step in the right direction. Whether banning the term “plus size” will affect sales remains to be seen, but it’s clear shoppers want to buy cute stuff, no matter what size they happen to wear.

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