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Walmart offers Just My Size line
Oct '09
JMS Just My Size launched a new clothing collection at a fashion show in New York and announced an agreement that makes JMS the dedicated plus-size apparel brand at Walmart. JMS will have a dramatically expanded presence in more than 3,500 Walmart stores across the U.S. focusing on trend-right styles at a value.

Instead of just a few key pieces, plus-size shoppers will consistently be able to find a full collection of clothing in sizes 16-28. New collections will arrive every month. “The JMS woman embraces her curves,” said Maria Teza, marketing director for JMS. “So often plus-size women see stylish clothes in the Missy department that they can't find in the plus-size department. Now she can find those same styles in just her size.”

The launch of the collection comes just as conversation has sparked around plus-size models on the pages of fashion magazines and the lack of fashionable plus-size clothes for the models to wear. Reactions have renewed debate about body image and beautiful women who are larger than sample size 4.

The new JMS collection will offer both trend-right styles like modern knit sweaters and leggings and season-less classics such as matte satin blouses and dress pants. “Because so many of the styles work together, she has the ability to create multiple looks/outfits with just a few easy pieces,” explained Janet Freedman, JMS creative director and plus-size shopper. “In addition, our value prices mean that, instead of buying just a few key pieces, she can now buy an entire wardrobe. We want her to be able to look good and feel good, just like her peers.

“Previously, JMS offered wardrobe staples for her, like our great jeans. Now we can go everywhere with her because we dress her for her lifestyle--running errands, lunch with friends, going to the office or going out after work.”

As a dedicated plus-size brand, the JMS clothing line is designed to include many fit solutions specific to this woman. “We constantly talk to our consumer, and more importantly, we listen to her,” said Freedman. “So we include slimming seams, strategically placed pockets, freedom of movement, appropriate weight materials--these and other fit solutions are incorporated into stylish clothing. We design these clothes to flatter and celebrate her curves.”

The new JMS collection includes colorful fun-to-wear essentials and related separates that mix and match for any wearing occasion. Included in the winter and holiday collections, in store now, are dress pants, jeans, sweaters, skirts, leggings, ruffled blouses and long sweater vests. Many of the holiday pieces have glimmers of shimmer in the form of satin trim and beading.

“The rule is there are no rules,” said Freedman. “One of my favorite outfits from the winter collection is a long sweater cardigan paired with leggings and a sheer blouse. Just add a tall boot and a great belt. Just My Size is about looking good, feeling good and celebrating your curves.”

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