What's in a name? In the world of business, everything. That's why the Canton, Mass.-based Casual Male: Big and Tall changed its name in all 483 of its stores in 44 states recently to Casual Male: XL. That's a little bit better. But the new moniker of the store doesn't seem to exactly appease shoppers that the store has fashionable plus-size clothes. Honestly, who wants to shop at a place that reminds them of their size. There are more than 50 million American men over the age of 20 who are considered overweight and there are tens of millions of others who are probably also just considered tall. Maybe Casual Male XL should take a lesson from its female retail peers who have stores for plus size women but have stylish names such as Lane Bryant, Ashley Stewart and Catherines. Casual Male president David Levin says the rebranding developed as a result of surveys conducted with thousands of customers. The rebranding is just one component of turning around Casual Male's stodgy image in the wake of its 2001 bankruptcy. Time will only tell if the new name will lure in business. If Casual Male: XL doesn't work, maybe the company should just license a name from a well-known plus size athlete. How does Michael Jordan's or Arnold's as in Arnold Schwarzenegger sound ... Just a thought ...— Gerald Magpily
See press release
See Orlando Sentinel article
See AP article via Asbury Park Press
Continue reading below
