JMS Just My Size recently 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, with all items priced below $22.  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. “Previously, JMS offered wardrobe staples for her, like our great jeans,” said Janet Freedman, JMS creative director and plus-size shopper.  “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.”  Adds Teza, “Today, the confident plus-size woman cares about style just as much as value and how well it fits, and this new collection delivers on all three.  As one of the few true plus-size-only brands, JMS is naturally positioned to meet the unique needs of this growing market. While some retailers and Missy brands are moving toward selling on-line only or eliminating their plus-size lines altogether, Walmart and JMS are focused on giving this consumer even more convenience and selection.”

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