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Destination XL marketing campaign focuses on ‘clothes that actually fit’

The multichannel effort, which is being tested in three markets, focuses on “simplicity, quality and fit,” CEO Harvey Kanter said.

By Tatiana Walk-Morris

Destination XL marketing campaign focuses on ‘clothes that actually fit’

DXL's latest campaign is a continuation of the retailer's "Wear What You Want" brand positioning that kicked off last year. Permission granted by DXL

Dive Brief:

  • Building on previous marketing efforts, Destination XL Group, the big-and-tall men’s clothing and shoe retailer, launched a multichannel campaign centered on “clothes that actually fit,” according to a Monday press release. 
  • The company partnered with creative agency Barrett Hofherr and media agency Mediassociates to highlight the retailer’s ability to provide clothes that fit this specialized shopper in similar styles and quality as other retailers. The campaign is being tested in three markets.  
  • Between May and late June, the retailer will distribute its ads in St. Louis, Detroit and Boston across broadcast TV and streaming platforms like Disney+, YouTube, Hulu and Pandora. The ads will be between six seconds and 30 seconds long, according to the announcement. 

Dive Insight:

Destination XL Group is doubling down on its inclusive clothing messaging, with a campaign CEO Harvey Kanter says is focused on “simplicity, quality, and fit.” The retailer’s current campaign is a continuation of its “Wear What You Want” brand positioning that kicked off last year. That effort highlights the company’s product assortment, quality and fit. 

“We are excited to launch this new campaign and introduce even more Big + Tall men to DXL and everything we have to offer — style, assortment, and most importantly, clothes that truly fit,” Jim Reath, DXL’s chief marketing officer, said in a statement. Reath said the main concern of the big-and-tall market segment centers on achieving a perfect fit. 

As Destination XL tries to reach consumers via digital and traditional ads, the retailer is also expanding its physical and e-commerce presence. In March, the company said it planned to open nine stores this year. “These new locations underscore our dedication to meeting our customers’ where they live, offering them an expansive selection of styles that fit perfectly,” Kanter said in a statement at the time of the announcement.  

The following month, Nordstrom debuted its online marketplace, wherein DXL is a partner. The collaboration “marks a significant step in extending DXL’s ‘fit’ expertise and diverse style selection to a new segment of the underserved Big + Tall consumer,” the company said in a release.

In the company’s latest earnings, it reported that Q4 total sales fell 4.7% year over year to $137.1 million, while comparable sales dropped 10.1%. Net income fell nearly 53% to $5.2 million. 

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