OverviewOn April 27, Destination XL (DXL) will unveil its new national advertising campaign, "You're Looking Good". The spot demonstrates how easy it is for bigger guys to look great and feel confident in fashionable,quality clothing that fits just right.
The campaign dramatizes the act of getting dressed, with snippets of four men in close-up making final adjustments to their outfits inside DXL fitting rooms. As they emerge in unison, their slow-motion gait, accompanied by fanfare music, evokes a feeling of warriors preparing for battle. They stride side-by-side, confident and heroic, as one man's proud wife and DXL store associates gaze in awe at them. Each man's look represents a different lifestyle; this emphasizes the one-stop shopping experience DXL provides, with its wide selection of style options and brands. The spot also offers a glimpse inside a DXL store, showcasing its unique and eye-catching atmosphere.
"You're Looking Good" is the second national campaign for DXL, which follows last year's "No Man's Land"; the original spot depicted the struggles XL men face when shopping for clothes. The new 2014 campaign takes a more solution-oriented, aspirational approach for men who wear waist size 38" and up.
The success of the campaign will be measured through a combination of factors including: brand awareness, store and web sales, traffic, and customers who are new to the brand. This latest venture continues the long-term effort to build brand awareness, affinity and, ultimately, loyalty to DXL.
The following ad airs nationally in sports and male-skewing programming across both network and cable TV.