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Big men can social network about topics including fashion and what it’s like to be “big and tall” with a new network from Casual Male Retail Group, parent company of brands like Casual Male XL and LivingXL.
The site, BoldXL, is aimed at larger-sized 18- to 24-year-old men, and will feature articles, blog posts and videos on the issues facing them, writes MediaPost. The site is being created by Planet Propaganda.
“This is the first time we’ve tied traditional ecommerce with social media marketing. We’ll be testing to see if there are other kinds of functionality we need to add, like the ability to create profiles, but for now, we’re seeing promising levels of interaction,” says Ric Della Bernarda, CMO of Casual Male Retail Group.
The site uses a tongue-in-cheek tone that mocks upscale fashion properties, and is designed to get men to participate rather than simply to read. The company hopes the site will increase online sales by combining traditional branding with social networking. Site visitors can access Casual Male attire via ShopBoldXL.com.
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