Planet Creates Casual Male's BoldXL Website

Planet Propaganda has created a new brand, BoldXL, for Casual Male Retail Group. The result of their creative efforts presents the style-conscious younger, larger man with e-commerce apparel and footwear options, as well as a social and informational space that speaks to the audience's unique interests and attitudes.

"BoldXL isn't just about product mix, but also personality. It's a place for big, young guys to kick around, have fun, and share their thoughts," says John Besmer, principal and creative director with Planet Propaganda.



"With millions of people spending significant amounts of their time online everyday, it makes perfect sense for us to provide the big and tall niche with an open forum to share stories and interact with their peers in a way that was previously unavailable to them," stated David Levin, president and CEO of Casual Male Retail Group. "Currently, a growing number of our customers fall into the 18 - 24 age bracket and with the launch of BoldXL, we have another medium to reach this younger demographic, further expanding our customer base."

Launched in late July, the site's "About BoldXL" describes itself this way: "We're shooting for a den vibe with a nice plush sofa, a big TV for Sunday games, and a broadband connection for everything else. Plenty of cold beverages to go around, of course. And clothes, too. Because a closet full of bad golf shirts is no way to go through life."

Content on the site includes a regularly updated mix of tales, tips, and tirades for the big man. "We're presenting a mix of videos, cartoons, games, sports, quizzes, and gadgets that would likely appeal to any male in this age group, but they're more specifically targeted for the oversized guy," says Besmer. "For example, there was a spotlight on which airlines have the most legroom, and another that took a light-hearted look at plus-sized caskets. Visitors can join in and post comments, ideas and questions. This kind of platform, this kind of voice, doesn't exist anywhere else."

Now that it exists, Planet wants to ensure BoldXL.com thrives. It developed and designed the site for search engine optimization and custom-content flexibility. Besmer explains, "We wanted to make it easy for visitors to navigate and post comments. We also wanted to make it easy on ourselves, and our client, to keep the site constantly updated. Now, we scrounge the world every day to find and post content."

He continues, "It's a completely different set-up from a traditional ad agency or design firm model and is exceptional in the trust and confidence Casual Male has placed in us. We're an external resource, but we've created a site that feels totally transparent between BoldXL and its visitors."

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