Menswear Brand DXL Campaign Has Something for Everyone

Full-service creative agency Barrett Hofherr has launched a multimedia campaign for DXL, the largest integrated commerce specialty retailer of Big + Tall men’s clothing and shoes. The agency won the assignment in January and is creative AOR. Mediassociates handled the media planning and buying.

40% of the male population in the United States is considered big and tall. Despite the market size, the typical shopping experience for these men at mainstream retailers is frustrating and limiting. They’re relegated to secluded sections of the store to find the clothes they can and rarely the clothes they actually want.

DXL’s Wear What You Want line supports their belief that every Big + Tall man deserves the same combination of styles, sizes and quality options as every other retail customer.

“We are incredibly excited to launch this new work and introduce more Big + Tall men to DXL and our unrivalled offering. The team at Barrett Hofherr truly understands the category and this customer. The work speaks to the Big + Tall man in an authentic and compelling way and presents a refreshingly honest solution to his biggest problem: fit,” said Jim Reath, DXL chief marketing officer.

In the new Barrett Hofherr campaign launching next week, DXL reasserts its commitment to providing clothes for Big & Tall that truly fit. The straightforward message is paired with a disarmingly straightforward tone to match the Big + Tall customers desire for a more pragmatic shopping experience.

In one :30 ad that focuses on customers casually shopping at a well-stocked store, the narrator says “If you're a big and tall man, we offer this solemn vow: you'll never hear 'we don't have that in your size' again."

“The Big & Tall man has been underserved and underappreciated for too long,” said Jamie Barrett, chief creative officer at Barrett Hofherr. “DXL changes all that. The campaign removes all advertising artifice and cuts right to the chase. We see you Big Man, we hear you, and we have the clothes you want.”

Multiple versions of the 30-, 15-, and six-second ads will run in St. Louis, Boston, and Detroit through the end of June on broadcast TV and streaming stations (Hulu, Disney+, YouTube). Streaming audio (Pandora) and OOH components are also in the mix.

Canton, Massachusetts-based DXL operates about 290 stores under the names DXL and Casual Male XL.