Casual Male enters heavyweight advertising: George Foreman to bring golden touch to big & tall apparel

DSN Retailing Today, July 21, 2003 by Emily Scardino

CANTON, MASS. -- First mufflers, then meat, now, men's wear: George Foreman is launching an exclusive line of apparel at Casual Male Big & Tall stores across the nation. Next spring, this larger-than-life boxing--and marketing--legend has decided super-sized apparel is a perfect fit.

"George Foreman is not only a big man, who wears our size range, but a tremendous brand, and we are extremely excited about the added visibility his name will bring to Casual Male," said David Levin, ceo and president, in an interview with DSN Retailing Today.

Casual Male Big & Tall is the leading specialty retailer for extended size men's wear, and maintains 476 stores in 44 states. Still, Old Navy and other retailers, looking for growth in the flat men's wear category, have been upping XXL sizes in assortments to increase sales. Sears successfully plugged in Big & Tall shops to its stores last year.

To ensure that Casual Male maintains its leadership position in this relatively niche market, the company is leveraging Foreman's global marketing muscle to launch a national advertising program for the first time. Though the details are still being finalized, this campaign will include a strong television component.

Foreman reportedly wanted to enter the apparel business for some time, and decided Casual Male Big & Tall was an ideal place for an initial exclusive launch. Working together, they are developing an extensive line that captures Foreman's natty aesthetic. Levin stressed that "men who wear larger sizes are still very under-represented in terms of fashion and brands, especially compared to what women are offered in plus sizes."

Another selling point for Foreman's signature line is high-tech features that have been driving sales in other Casual Male lines.

"Big and tall men like myself want to look good without sacrificing comfort, and the George Foreman line at Casual Male will give men many more options," said Foreman.

These options include the extremely popular hidden expandable waist feature selling well at stores including Sears and JCPenney. More uniquely, the range features dress shirts with hidden expansion panels at the neckline, so top buttons can stay comfortably secured throughout the day.

Though Casual Male Retail Group also operates EcKo Unltd. Outlet and Levi's/Dockers Outlet by Designs stores, the Casual Male Big & Tall branch will be the primary corporate initiative going forward. Not only is it closing Levi's and Dockers outlets, the company recognizes the strength of its proprietary brand and extended size-focused model.

And the strength of the George Foreman brand might well jumpstart the formerly bankrupt Casual Male Big & Tall chain.

"When [Foreman] started with the grill back in 1996, it brought in $5 million, but last year, it brought in about $400 million. Imagine what it can do in apparel," noted Levin.