Executive Summary
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The fashion industry continues to evolve every year, enabling retailers to adopt more tech-forward solutions for its businesses. This case study highlights how DXL is embracing the future by integrating The Formcut Platform, powered by Size Stream technology, into its FiTMAP® business model. This innovation not only expands DXL's product offerings but also enhances their ability to deliver premium, personalized in-store service. Work is currently underway to broaden the offering into the digital experience and is expected to be customer-facing in the second half of 2025. This case study was crafted from interviews with the following DXL team members: Barbara Buhr, SVP of Global Sourcing, Robert Silveira, Flagship Store Manager, John Ford, VP of Store Operations and RVP of Field Management, and Tony Gaeta, Chief Stores and Real Estate Officer.
Meet the Brand
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Destination XL Group, Inc. is the leading retailer of Men’s Big + Tall apparel that provides the Big + Tall man the freedom to choose his own style. Subsidiaries of Destination XL Group, Inc. operate DXL Big + Tall retail and outlet stores and Casual Male XL retail and outlet stores throughout the United States, and an e-commerce website, DXL.COM, and mobile app, which offer a multi-channel solution similar to the DXL store experience with the most extensive selection of online products available anywhere for Big + Tall men.
“No matter your body type, we have the perfect fit for you. In partnership with Formcut, DXL ensures that customers will get an unrivaled fit every time they shop.”
- Tony Gaeta, DXL Chief Stores and Real Estate Officer
Benefits Achieved
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FiTMAP®, powered by Formcut technology, has unlocked new opportunities to quickly and conveniently measure the guest across 243 points of measurements compared to the traditional tape measurer. Made-to-Measure clothing and size recommendations are now instantly possible. The integration of Formcut’s advanced scanning technology allows for every DXL associate to confidently assist every customer, ensuring a personalized experience without ever having to turn anyone away. Digital scanning greatly reduces training time and its capabilities provide valuable insights about customer preferences and body types, enabling DXL to further optimize its inventory. Leveraging this technology offers a private, tailored experience, helping to expand DXL’s customer base and introduce more shoppers to this innovative solution.
“We believe FiTMAP® provides the DXL customer with game-changing technology that will help remove the greatest pain-point: finding the perfect fit for their body.”
- Harvey Kanter, DXL CEO
Measurables
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Over 10,000 DXL customers scanned using the Formcut technology.
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Made-to-measure, private-labeled garments delivered in only 3-5 weeks.
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Instantaneous size recommendation for all private label brands and 15 exclusive brands.
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New customer acquisition has shown us that the average customer age is 45 versus the current one being 55.
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By scanning guests, DXL gains valuable insights, drives more sales, and increases both average order value and overall customer value.
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DXL plans to expand this to 50 FiTMAP® stores and will roll out to a total of 100 stores by 2027.
Looking Ahead
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DXL and Formcut’s strategic alliance has been collaborative, inspiring, insightful and extremely rewarding. As stated by Barbara, “our two companies work really well together—we have a great and talented team both at Size Stream and DXL” who all bought into the vision, allowing for a seamless adoption of this solution and making it the game-changing tool it is today. The foundation established in 2019 has unlocked additional possibilities of growth in the coming years, starting with an expansion of technology-equipped DXL stores and the implementation of scanning in the DXL app by the end of 2025. Looking even further into the future, the possibilities of what is to come are endless. It could be building avatars based off a customer’s unique body shape, garment visualization, attaching the CRM system to inventory management, offering a 3D closet based off what at a customer purchased in the past, assisting customers on their fitness journeys and more. As Formcut’s champion stated:
“The question isn’t what can we do, the question is how fast can we go?”
- Barbara Buhr, DXL SVP of Global Sourcing
For more information
Website: www.formcut.us
Forms: www.formcut.us/contactus
Email: customerservice@formcut.us