Canton, Mass. -- Destination XL Group on May 5 launched a national advertising campaign designed to draw attention to the many challenges men who wear extra large sizes face when shopping for clothes and position Destination XO stores as the one-stop-shopping solution for the style needs of this underserved consumer.
The new campaign coincides with the retailer’s accelerated store expansion plan. The company, which currently has more than 50 stores across the country, expects to operate between 105 and 112 stores by the end of the fiscal year, and more than 200 stores by 2016.
In conjunction with the ad campaign, DXL will soft-launch a real-time marketing initiative designed to acknowledge common challenges XL guys face, like cramped airplane seats, ill-fitting clothing and uncomfortable car rides. Consumers are encouraged to share their #bigguyproblems via Twitter with @DestinationXL
The TV and radio spots, titled "No Man's Land," use humor to underscore the shared and relatable shopping frustrations bigger guys face in shopping. The retailer teamed with Interpublic Agency, Gotham, to create the spot.