Destination XL Group, Inc. | Company Profile, Marketing Contacts, Media Spend, Brands
Destination XL Group, Inc. formerly known as Casual Male Retail Group is the largest retailer of big and tall men's apparel with retail operations throughout the United States, Canada and London, England. The company operates Casual Male XL retail and outlet stores, Rochester Clothing stores and direct to consumer businesses. Destination XL additional retail brands include B&T Factory Direct, LivingXL and ShoesXL.
|Main Telephone||(781) 828-9300|
|Main Fax||(781) 821-6094|
Destination XL Group, Inc. ContactsContacts (5/9)
|David L.||President & Chief Executive Officer||MA|
Sample of Associated Brands
|Peter S.||Chief Financial Officer||MA|
|Mary L.||Senior Vice President, Marketing - Men's Apparel||MA|
|Danielle H.||Vice President & Direct Merchandise Manager - Casual Male Retail Group||MA|
|Brenda M.||Marketing Manager||MA|
|Casual Male XL||*|
|Destination XL Group, Inc.||*******|
|Rochester Big & Tall||*|
|*********** ** *****, ***.||******||creative||2006||present|
|*********** ** *****, ***.||***||Media Buying, Media Planning||unknown||present|
|*********** ** *****, ***.||******* ******||Media Planning||unknown||present|
|*********** ** *****, ***.||***, ***.||Public Relations||unknown||present|
Who is the President & Chief Executive Officer of Destination XL Group, Inc.?
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Destination XL finally making switch from TV, radio to digital marketing (Score 30)
Subject: digital, mobile
Company: Destination XL (DXL), formerly known as Casual Male Retail Group, is a retailer of big and tall men's apparel.
Opportunity: During last week's Q2 earnings call, CEO David Levin said the company is "without question" seeing a shift in productivity between TV, radio and digital marketing. Recognizing this shift, he said, will allow the company to target marketing where it is most effective, to which I say without question - thank you for joining us in 2016.
In all seriousness, sellers, Levin said the company was able to reduce marketing expenditure slightly, due to the "seismic shift" in customer response to marketing. To this end, DXL is making a "conscientious aggressive" move to go off TV and radio marketing and move into a digital world. So, the digital sellers among you, especially male-focused sellers, should be reaching out. Those that can provide the highest ROI will likely have a leg up here.
Keep in mind that Levin pointed out that over 50% of traffic now comes from mobile, versus 40% a year ago. While the shift from TV to digital doesn't seem to have taken effect yet, read more below to get an idea of the dollars that might be available.
Currently, DXL's agency roster includes: Cramer (creative).
Media Spend: According to Kantar Media, DXL spent $14.5 million on measured media in 2015. As Levin stated, most of this was allocated to broadcast and radio ads, so digital sellers should be looking for a large portion of this to be shifting into digital over the next few months/year.
For full 2015, the company spent $9.6 million on national TV ads in two flights. The first was identical to 2016's May to June flight, and the second aired from the end of October through the end of the year. Since spend is on track to mirror these levels, it might be worth reaching out for one last TV flight this year.
Note, however, that since Levin said the company was "aggressively" pulling back from TV, there may not be anything else planned for the remainder of the year.
Digital Breakdown: Pathmatics reports that DXL has spent $7,900 on 40 desktop ads so far this year, totaling 3 million impressions. Just over 50% of these have been placed through ad networks such as Conversant, while 41% were laced through DSPs such as The Trade Desk and DoubleClick Bid Manager. Top ad destinations include finance.yahoo.com, weather.com, wunderground.com and drudgereport.com.
DXL has also spent just under $4,000 on 10 mobile ads, garnering 1.7 million impressions. DXL has no run any video ads this year. 100% of this year's mobile ads have run through The trade Desk, according to Pathmatics.
For full 2015, DXL spent $29,500 on desktop and mobile ads (9 million impressions). The overwhelming majority of this was allocated to desktop ads, so the company has indeed increased mobile spend this year.
555 Turnpike St.
Canton, MA 02021
Chief Marketing Officer & Senior Vice President
Direct Dial: (781) 828-9300 ext. 2196
Supervisor - OMD