CANTON, Mass., May 6, 2013 /PRNewswire/ -- Destination XL Group, Inc. (NASDAQ: DXLG), the leading retailer of men's XL apparel and accessories, 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 Destination XL (DXL) as the one-stop-shopping solution for the style needs of this underserved consumer.
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The TV and radio spots, titled "No Man's Land", use humor to underscore the shared and relatable shopping frustrations bigger guys face, and remind 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."The symbolism of standing in a vacant wasteland of a shopping center, neglected by retailers, hits home for many bigger guys," said DXLG Chief Executive Officer David Levin. "Our mission at Destination XL is to fill this void by offering these guys the widest array of styles, brands and selections in the sizes they need to help them look and feel their best." The ad campaign launched on May 5 with a national rollout that includes cable TV, radio and outdoor placements. DXLG teamed with Interpublic Agency, Gotham, to create the spot. The new campaign coincides with the accelerated store expansion plan for this rapidly growing men's XL retailer. Destination XL, 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. Starting today, men are encouraged to share their #bigguyproblems via Twitter with @DestinationXL in an effort to shine the light on the issues bigger guys face.