Destination XL Group, Inc. (NASDAQ: DXLG) is the largest multi-channel specialty retailer of big & tall men's apparel. The retailer operates Destination XL®, ("DXL®"), Casual Male XL®, Casual Male XL Outlets, Rochester Clothing, B&T Factory Direct™, Shoes XL and Living XL®. The Company's direct business includes its ecommerce site, www.destinationxl.com, and several brand mailers which support its brands and product extensions.
The Company's new concept stores, Destination XL (DXL), combine the traditional offerings of the Casual Male XL stores and the designer names and quality clothing of the Rochester Clothing stores. DXL stores offer an upscale, aesthetically pleasing environment designed around the needs of customers. With more than 2,000 private label and name-brand styles to choose from, customers are provided with a unique blend of full wardrobe solutions not available at traditional retailers. For the first time, big and tall men can choose from Polo Ralph Lauren®, Lacoste®, DKNY®, Calvin Klein®, Nautica®, Robert Graham®, Tommy Hilfiger® and Reebok® and many more iconic brands in their size.
The first DXL® stores were opened in 2010 and based on the success to date, the Company will more aggressively roll out its DXL® stores and close its traditional Casual Male XL stores. The goal is to have 220-250 DXL® stores by the end of 2017.
New Ad Campaign
On April 27, Destination XL (DXL) unveiled its national advertising campaign, "You're Looking Good". The spot demonstrated how easy it was for bigger guys to look great and feel confident in fashionable, quality clothing that fits just right.
The campaign dramatizes the act of getting dressed, with snippets of four men in close-up making final adjustments to their outfits inside DXL fitting rooms. As they emerge in unison, their slow-motion gait, accompanied by fanfare music, evokes a feeling of warriors preparing for battle. They stride side-by-side, confident and heroic, as one man's proud wife and DXL store associates gaze in awe at them. Each man's look represents a different lifestyle; this emphasizes the one-stop shopping experience DXL provides, with its wide selection of style options and brands. The spot also offers a glimpse inside a DXL store, showcasing its unique and eye-catching atmosphere.
"You're Looking Good" is the second national campaign for DXL, which follows last year's "No Man's Land"; the original spot depicted the struggles XL men face when shopping for clothes. The new 2014 campaign takes a more solution-oriented, aspirational approach for men who wear waist size 38" and up.
The success of the campaign will be measured through a combination of factors including: brand awareness, store and web sales, traffic, and customers who are new to the brand. This latest venture continues the long-term effort to build brand awareness, affinity and, ultimately, loyalty to DXL.
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