Plus Size Mens Fashion: Destination XL Is Positioning Itself To Meet The Needs Of Big & Tall Men
Destination XL (DXL) is rebranding itself as a one stop shop for big and tall men. The chain which is under the Casual Male Retail Group (CMRG) umbrella currently offers upscale, private label offerings including clothing from designers like Michael Kors, Brooks Brothers, True Religion, Lacoste and Tommmy Hilfiger. DXL is described as a combination of the Casual Male XL and Rochester Big & Tall stores. Recently DXL decided to consolidate the CMRG’s sites into DXL’s website— therefore, all six online stores are subsections of Destinationxl.com.
By the end of 2015, DXL Group Inc. plans on completing its rebranding and a large part of their efforts involve renaming 225 to 250. Stores that currently operate under Casual Male XL and Rochester Big & Tall will take on the DXL name.
If you’ve stepped foot into a DXL store, then you know that there’s a distinct difference between the Canton, Mass based retailer and other stores in the Casual Male family, so why change now?
According to the research firm, IBISWorld Inc. the market for big and tall men brings in $3.5 billion annually in the U.S. and they predict that it will grow 6.5% per year through 2017. Currently, the big and tall market targets consumers with waist sizes of more than 40 inches or heights of at least 6 feet 2 inches. This equates to 11 % of the men’s apparel business.
“This isn’t just frumpy clothes and everything in black or gray,” said David Levin, president and CEO of Destin”They can be 15 years old or 80 years old, making $30,000 a year or $3 million a year,” Levin said.
The DXL stores are substantially larger in size than the Casual Male stores which means that they’ll be able to carry more products for men with varying lifestyles. The new stores will be able to incorporate more brands and shoes as well.
“They can be 15 years old or 80 years old, making $30,000 a year or $3 million a year,” Levin said. “We have their lifestyle; and good, better and best price points to fulfill any guy’s wardrobe.”
For years, we (women) thought that we had it bad when it comes to fashion and the lack of options. Compared to plus size men, we’re living the sweet life. I can count on two hands (maybe more) the amount of stores that are available for plus size women but I can’t think of half as many stores for plus size men. I’m excited for Destination XL’s new direction but I’m even more excited for the plus size men who will now have more clothing to choose from.