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®. Several catalogs and e-commerce sites, including www.destinationxl.com, make up the Company's direct-to-consumer business.
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 215-230 DXL® stores open by the end of 2015.
New Brand Launch
On May 5th, Destination XL (DXL) launched a new national advertising campaign designed to draw attention to the many challenges men who wear XL sizes face when shopping for clothes and position apparel superstore DXL as the one-stop-shopping solution for the style needs of this underserved consumer.
The campaign titled “No Man’s Land” uses humor to underscore the shared and relatable shopping frustrations bigger guys face, and reminds them that Destination XL is committed to addressing their fashion needs. The television spot features bigger men standing in a barren wasteland aimlessly searching for quality clothing that fits. In one scene, a grown man in his underwear exclaims, “I found this shirt, but I can’t find any pants that fit” as he sifts through clothes desperately trying to piece together an outfit. This is a common problem for men searching for XL sizes who, more often than not, walk out of stores empty-handed due to the consistent lack of options.
We are measuring campaign success through a combination of brand awareness, store and web sales, traffic and new customers to the brand. This marks the beginning of a long term effort to build brand awareness, affinity and ultimately loyalty for DXL.