Dive Brief:
- Destination XL Group has introduced FitMap Scanning Technology on the DXL mobile app and in over 80 DXL stores to help shoppers find the right fit, the company announced last week.
- The tool uses 243 data points to create a personalized fit profile and guide shoppers to the correct size across over 25 brands.
- After a scan using the technology, Big + Tall men will have their correct size across DXL’s owned brands and others, including Reebok, Brooks Brothers and Polo Ralph Lauren.
Dive Insight:
With the rollout of its new sizing technology, Destination XL Group aims to take the guesswork out of finding the perfect size.
“For years, inconsistent sizing has made shopping difficult, particularly for Big and Tall men who often struggle to find their size at all,” DXL CEO Harvey Kanter said in a press release. “With the FitMap Scanning Technology now on the app, guys can scan at home and eliminate any further frustration and finally find the right sizes. In fact, every customer who gets scanned will have an easier fit experience, whether they're shopping in-store or online.”
Along with Destination XL Group, other retailers have been building out their own virtual fitting tools in recent years to streamline the online and in-store shopping process. In 2021, Tailored Brands expanded its partnership with Bold Metrics to offer its AI-powered fitting technology within more than 650 Men’s Wearhouse and Jos. A. Bank stores. After piloting the technology, Men’s Wearhouse saw its exchange rates for online tuxedo orders drop over 27%.
For brands that develop virtual product-testing technology, research suggests that the investment may catalyze sales growth. Respondents to a 2024 Perfect Corp survey found that brands saw their sales conversion more than double after introducing virtual try-on technology.
In addition to debuting its fit technology, Destination XL Group expanded its product assortment earlier this year. In May, the company added Haggar and Dickies to its Big + Tall roster of brands. While Haggar brings a variety of sport coats, dress shirts, ties and suit separates, Dickies expands Big + Tall’s selection of work shirts, T-shirts, pants, shorts and outerwear.
In Q2, the company reported a 7.5% drop in total sales year over year to $115.5 million. The company reported a net loss of $265,000 compared to a net income of $2.4 million in the year-ago period. DXL Group will report its third quarter results on Dec. 4.
