The New Line Encourages Women to ‘Love Your Style, Love Your Size’
HOFFMAN ESTATES, Ill., Feb. 15, 2011 /PRNewswire/ — Kmart will debut LYS—Love Your Style, Love Your Size—this month, a new and exclusive plus-size apparel line. The collection features trend-forward separates designed to flatter plus-size women of all shapes and sizes. From printed halters to skinny jeans and tunic dresses, LYS features must-have pieces that will add a contemporary element to any woman’s look
The LYS collection offers items that are easy to mix and match to create casual yet sophisticated looks from head to toe. The ready-to-wear collection ranges from drape-front sweaters, cropped jackets and reversible tank tops to denim cargo, satin pants, embellished leggings and tiered miniskirts. The LYS line offers its endless chic combinations in the seasons’ hottest colors to help women transition seamlessly from the work week to the weekend.
“Over the past year, we have strengthened our brand offerings in apparel to appeal to a young, contemporary customer,” said Tara Poseley, senior vice president and president of Kmart Apparel. “The launch of LYS sends another strong message to the market that Kmart is serious about fashion and committed to bringing incredible style and quality to all women. With the addition of labels like LYS, theSofia Vergara Collection, Bongo and Dream Out Loud by Selena Gomez, we’re giving them a number of compelling reasons to shop our stores or check us out online.”
The LYS collection arrives just in time for spring. Kmart will offer the separates in a price range of $14.99 to $29.99. The LYS collection is currently available in 450 stores across the nation and online in a variety of sizes, including 1X to 3X and 18W to 26W.
“We are always looking for ways to enhance our brand portfolio to better meet the fashion needs of all of our customers,” said John Goodman, executive vice president of Apparel and Home for Sears Holdings. “Many retailers overlook the plus-size category, which has created an opportunity for Kmart to become a destination for that particular customer. We are excited to launch LYS, offering trends and styles that all women want, at approachable prices.”