Retail & eCommerce
A Brand Built on Wear What You Want for DXL
Chameleon reinvents DXL's brand around the big-and-tall shopper, landing the tagline Wear What You Want.
DXL Group
The Client
- Company
- Destination XL Group
- Website
- dxl.com
- Headquarters
- US
About Destination XL Group
) is a specialty omnichannel retailer focused on big and tall men's apparel and accessories. The company operates both e-commerce and physical retail stores across the US, positioning itself as the leading destination for men who wear XL+ sizes.
The Challenge
DXL, a retailer for big and tall men, was lost in a sea of sameness. Partnerships stocked its racks with top brands, but DXL's own brand identity stayed hidden, and the retail experience for big-and-tall shoppers was often inconvenient and a knock to their confidence. DXL's new board brought in Chameleon Collective.
Our Approach
Chameleon Collective studied the big-and-tall shopper and found a journey defined by compromise, effort, and limited options. We built a brand strategy around what these shoppers actually want, with ideas like outstanding on your own terms and life size anchoring the campaigns, and reframed DXL from a shopping destination into a place of authentic choice, quality, and style.
The Impact
The work resonated with DXL's board and drove a brand relaunch, becoming the cornerstone of its branding, from a relaunch video to the tagline Wear What You Want. The new brand stands for more than clothing: it is a reassurance to every big and tall man that his wardrobe can match his spirit, with style, comfort, and self-expression.
The Work
Featured Expert
The Chameleon who led this engagement.
Practice Areas
User Experience (UX)Brand StrategyMarketing Strategies