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Destination XL Shows Men 'No Man's Land'
By: Dwayne W. Waite Jr.
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Big guys have big problems when looking for clothes. We're from a family with big guys, and we always watch them search store after store trying to piece together items that will resemble an outfit. From shirts, pants, and accessories all the way down to shoes, it is difficult for bigger guys to find stuff that fits. 

There are several reasons why not many stores carry "Big & Tall" departments. Perhaps the most accepted reason is that the B&T people are not a big enough department to make them economically feasible. The expense of making a dedicated department outweighs the benefit of having B&T customers. Maybe not.

The national scene has not seen too many advertising campaigns centered on this problem. But it looks like that is about to change.

Destination XL, a brand that concentrates on clothes for the big and tall, with the help of the advertising agency Gotham Inc., devised a clever ad that depicts the adventure big men set out on in the search of clothes that fit.

No Man's Land.

It's playful, and compares the search for clothes to wandering around in a desert. It does (we would think) exaggerate the problem, but since we are not part of the population, we have not felt the seeming desperation of finding a decent set of clothes.

The source, Retail Wire, believes that this is a slam dunk for Destination XL, a brand that wants to expand from 55 locations to 200 by the end of 2016. They even quoted the blog Chubstr (a blog for big guys), which said the spot nailed the sense of frustration big guys feel when shopping.

We think it's good, and better yet is the timing. No doubt, as the waistband of America continues to grow, men will have to start looking for places that can offer comfortable clothes that fit. With starting their advertising campaign now, 200 locations by 2016 is not too lofty of a target.

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About the Author
Dwayne W. Waite Jr. is partner and principal at JDW: The Charlotte Agency, a marketing and advertising shop in Charlotte, NC. He enjoys consumer behavior, economics, and football.
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