Casual Male name change, launches new 'XL' logo nationwide
10 Aug '06
3 min read
In today's changing consumer marketplace, traditional retailers are faced with a variety of challenges, ranging from increased competition to the changing shape of the average customer.
As the average American male continues to grow in size, the market for big and tall apparel continues to increase.
Casual Male Retail Group, the largest specialty retailer of big and tall men's apparel, and the owner of the 483 Casual Male stores found across the country, has emerged as the leader in this largely underserved market, addressing the issue of the growing American male head-on.
A study released today by CMRG illustrates the changing perception of the big & tall demographic, and also demonstrates that big & tall men look at clothing as a very important way to make them feel good about themselves.
Serving as foundation for CMRG's latest re-branding initiative, the new Casual Male XL logo was unveiled in seven key US cities in the fall of 2005 during a test period. After demonstrating successful sales and positive customer response to the new look in each market, CMRG began a national rollout, replacing the former dated yellow and black Casual Male Big & Tall signs in all existing stores nationwide.
"As the overall perception of big & tall continues to evolve from the negative into an accepted part of American society, Casual Male would like to continue to be a partner in this revolution -- one who can help big & tall men embrace these positive changes, and benefit from the many new options that never existed for them before," said David Levin, President and CEO of Casual Male.
marketing@alchempro.com
