DXL LAUNCHES NEW CAMPAIGN: HERE’S A CRAZY AND CLEVER MARKETING IDEA: CLOTHES THAT ACTUALLY FIT

by John Russel Jones May 14, 2024



Destination XL Group has launched a multichannel marketing campaign, developed in collaboration with creative agency Barrett Hofherr and media agency Mediassociates.

The campaign, which starts in a three-market test, further brings to life DXL’s “Wear What You Want” mission by highlighting DXL’s commitment to providing clothes that actually fit Big + Tall shoppers. The campaign communicates a straightforward and pragmatic message that resonates with the needs of Big + Tall customers.

“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. Barrett Hofherr has shown a deep understanding of our customer and delivered a creative approach that genuinely resonates with the Big + Tall man, offering an honest and effective solution to his primary concern: achieving his perfect fit,” said Jim Reath, DXL’s Chief Marketing Officer.

The new campaign leverages multiple media channels to demonstrate to Big + Tall shoppers that DXL offers clothes actually fit the Big + Tall man, in the same styles and quality as other retailers. Starting in May and running through late June, the campaign will feature various ad formats, including 30-, 15-, and six-second spots as well as digital out-of-home placements. These ads will be broadcast across St. Louis, Boston, and Detroit, on both traditional broadcast TV and streaming platforms, including Hulu, Disney+, and YouTube, as well as streaming audio on Pandora and across the digital landscape.

“Our new campaign cuts straight to the heart of what our customers value most—simplicity, quality, and fit,” said Harvey Kanter, President and CEO of DXL. “In a world cluttered with options, we’re delivering a clear, direct message that resonates with the practicality our Big + Tall customers appreciate. This is about making style accessible and straightforward for every Big + Tall man.”