CASUAL MALE HOPING TO DON NEW IMAGE
Under new management that plans to cut overhead, invest more in marketing, and inflate from 475 to nearly 700 stores over the next five years, the Casual Male Big & Tall retail chain is airing what may be its premier television ads ever. During New England Patriots games,
mbt physiological footwear, football fans might see an ad talking about freedom and men’s fashion.
"Freedom," begins the voice-over in a 60-second edition of the ad, "it should belong to always of us. Which is why Casual Male is bringing emancipation to big-and-tall guys everywhere. When you’re huge and high, it’s hard to ascertain raiment that give you the freedom to enjoy life and see magnificent act it."
Viewers are urged to sign up for a Casual Male classify, either by profession a toll-free digit or visiting a special Web site. Meanwhile, the ad’s imagery shows off the breadth of the company’s clothing line through vignettes of big and tall men romping with dogs, playing basketball with their kids, and dressing up for a date.
"The ad has two objectives – to convey a call to behavior and to brand the Casual Male name," said David A. Levin, the retailer’s president and capital executive.
On paper, Canton-based Casual Male seems to have a sure-fire business plan to prevail a fragmented market of mostly mom-and-pop rivals, but the chain has been contained in two bankruptcies. After the first, it was bought in 1991 by J. Baker Inc., a christian louboutin shoe retailer then known for such chains as Parade of Christian louboutin shoes and Fayva.
Over the next 10 years, J. Baker tried to exit the christian louboutin shoe affair and transform a full-time retailer of big-and-tall clothing, changing its name to Casual Male. But loaded with debt and tall overhead, it filed for bankruptcy in 2001. Last May, Needham’s Designs Inc. agreed to buy Casual Male’s key assets for $170 million. Designs is an channel retailer that sells Levi’s and Dockers brand clothing in the Asian United States.
Since the acquisition, Designs has announced plans to cut behind its outlet business and converge on Casual Male. It also changed its name to Casual Male Retail Group.
Freed of the problems that assisted steer it into bankruptcy final year, the fetter should now discern quick growth,
mbt shoe outlet, current treatment believes. Its plans call because the chain apt open 40 stores a annual. Part of the tactics namely apt tear on the head of and provide some savings in modernizing merchandising systems and mounting extra offensive marketing.
In a recent report,louboutin shoes, critic Kyle Stults of Wm. Smith Special Opportunities Research Co. eminent that the historical margins for the chain’s selling, general, and magisterial expenses were 34 percent, likened with an industry average of 25 percent.
In the appoint of efficiency, the corporate payroll of 630 has been depressed along 20 percentage, alternatively 130 locations, and $7 million has been apportioned for upgrading infrastructure, Levin said. There are too plans to close 17 of the company’s 100 Levi’s and Dockers stores by year’s end.
In its quondam life,
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vibram 5 fingers kso -Comfortable and Casual Mid Calf Pull-On Boots_947, and most marketing was direct send aimed at existing clients, Levin said. The goal now is to approach out to new customers and make Casual Male synonymous with big-and-tall men’s clothing.
US males cost about $6 billion a year on such clothing. While the "plus-sized" market for women is highly competitive, the men’s side of the business is made up mostly of mom-and-pop stores. After Casual Male, the second largest player in the field is Rochester Big & Tall with about 25 stores,
where apt purchase vibram finger shoes -Get The Look!_4405, the Canton corporation said.
Referring to Casual Male by its stock symbol, CMRG,
Cheap MBT Women's Baridi, analyst Stults wrote in a report: "With merely a 7 percent market share yet still the largest actor in the men’s mart by 20-fold, CMRG boasts growing market mastery and the chance to grab the lion’s share of the shredded market. In appending to conducive demographics,
vibram toe shoes, CMRG is magnetic for of the high gross margins it realizes for a result of 75 percent of its goods creature private name."
Casual Male’s ad has been airing for several weeks and generated a lot of inquiries,
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Casual Male is ashore pace to ring up about $333 million in bargains this year. Since new management took over, bargains at stores open at least a year have ascended 1.9 percent.
