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Destination XL loses marketing chief, names replacement

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Dive Transient:

  • Vacation spot XL Chief Advertising Officer Ujjwal Dhoot is about to go away the corporate Oct. 11, the retailer mentioned in a press launch.
  • Dhoot joined as chief digital officer in 2019 earlier than taking over the position of selling chief. Within the place, Dhoot helped see the boys’s big-and-tall attire retailer via a dramatic turnaround over the course of the pandemic.
  • Changing Dhoot is James Reath, who most just lately served as a senior advertising and marketing government at Mattress Bathtub & Past, and earlier than that at Macy’s.

Dive Perception:

Vacation spot XL’s rebound over the previous two years has been constructed, partly, round its advertising and marketing operations because the retailer goals to turn out to be extra personalised, cost-efficient and front-of-mind for its clients. Key to all of that’s knowledge and the corporate’s advertising and marketing platforms.

“The fact is that the shopper is altering, and the traits are altering, and their behaviors change so often that you must sustain with it. So you must spend money on persevering with to know the shopper,” Dhoot instructed Retail Dive in a 2021 interview. “And our holy grail, which we pursue day by day in our expertise, is our one-to-one personalised expertise that we provide our clients throughout all channels.”

The retailer on the time was working to sync up real-time stock administration with its direct communications to clients, for instance, pinging clients with emails letting them know {that a} sure product is in.

Advertising issues to the retailer, which has been out to let its clients know that the place generalist attire sellers would possibly supply big-and-tall choices, Vacation spot XL is among the many few that specializes particularly of their sizes.

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“The fact is that there’s lots of people which can be on this house, and it’s type of an evening job for them. It’s like a part-time facet job,” CEO Harvey Kanter instructed Retail Dive in an interview earlier this 12 months. “All we do is what we do.”

The efforts to date have proved profitable. In 2020, the corporate, together with many different attire retailers, got here underneath monetary pressure. The mix of short-term retailer closures and a longer-term decline in attire procuring throughout the board strained money reserves and steadiness sheets. Vacation spot XL went from showing on watch lists to rising not simply its gross sales however its market share over the course of 2021.

Its turnaround has lasted even into the turbulent 12 months of 2022. For the second quarter — throughout which many attire sellers reported declines in gross sales and income as customers pulled again on discretionary purchases — Vacation spot XL posted a 6.1% comparable gross sales improve and greater than doubled its web revenue in comparison with Q2 final 12 months.

The corporate didn’t specify why Dhoot was departing however famous that he’ll assist with the transition as Reath steps into the position, beginning Monday.

Kanter mentioned in a press launch that Reath’s appointment “underscores our ongoing transformation and dedication to constructing out the group’s continued deal with buyer engagement via data-driven personalization, loyalty and digital advertising and marketing.”

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