Destination XL Has You 'Looking Good'

Destination XL (DXL), the largest retailer of men’s apparel in waist sizes 38 and up with more than 100 stores, will unveil a new national advertising campaign later this month. Titled “You’re Looking Good,” the campaign showcases how DXL offers a complete one-stop shopping experience for bigger guys with its wide variety of brand-name apparel. The campaign will break April 27, 2014 on network TV, national cable, and network radio outlets. DXL teamed up with Dallas-based independent agency The Richards Group, its agency of record since February 2014.

“Viewers will get a glimpse inside the DXL store and discover what a truly unique shopping experience it offers,” said David Levin, president and chief executive officer of DXL. “By showcasing the broad selection of styles and brands we offer, including heritage brands exclusive to DXL, we will show our customers just how easy it is to look good and feel confident.”

“Our new campaign will take a more solution-oriented and aspirational approach for men who wear waist sizes 38 and up,” said Derrick Walker, chief marketing officer of DXL. “Past advertising for the DXL brand focused primarily on problems faced by the target audience.”

“You’re Looking Good” positions DXL as the expert in men’s clothing and highlights all aspects of the DXL experience, including its wide brand selection, appealing store layout, and knowledgeable sales staff. The 15- and 30-second spots are characterized by the humorous juxtaposition of a dramatic voiceover and music paired with tight shots of regular guys emerging from dressing rooms in dramatic fashion, showing off their new looks to the world. The tagline, “You’re Looking Good,” appears at the end of each spot as the DXL customers proudly strut out of the store.

“We’re excited to kick off our first campaign for DXL and look forward to growing our partnership,” said Stan Richards, president and chief executive officer of The Richards Group.