passion, personality and place: reviving the in-store experience

PowerPoint Presentation

Passion, Personality and Place: Reviving the In-Store ExperienceMATEY ERDOS, President and CEO, Sundance Holdings Group, LLCLAUREN HAYDEL, CEO and T-Shirt Folder, Fleurty GirlDAVID LEVIN, President and CEO,Destination XL Group, Inc.KEN NISCH, Chairman, JGA

In order to create a memorable shopping experience, its crucial to optimize and create new relationshipsto engage a shoppers visit to store or site.

What makes theIN-STORE EXPERIENCEmemorable?

PASSION

PLACE

PERSONALITY

AUTHENTICSTORIES

brand stories with emotional power

+=MEMORABLE EXPERIENCES

branded moments of delightSIGNATURE MOMENTS OF DELIGHT

make stories memorable and experiences unique

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How can you develop aMEANINGFUL CONNECTIONwith your customer?

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Connect with your customer withPASSIONwith Matey Erdos

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To us Sundance is and always will be a dream.What you experience here is carefully nurtured.Its an area whose pledge is to people. What we offer in the form of art and culture, spirit and service is homegrown and available to all. Robert Redford

CREATIVITY: OUR RAISON DETREThe core of our culture and DNA. To inspire creative expression.Art and commerce come together. An emotional connection drives customer loyalty.

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STORYTELLING: AUTHENTIC ENGAGEMENTStorytelling broadens our minds: engages, provokes, inspires, and ultimately, connects us. Robert Redford

EXCLUSIVE CURATED COLLECTION Our exclusive collection nurtures the free spirit and artistic creativity which embody the Sundance lifestyle.

WOMENS APPAREL

ARTISAN JEWELRY

FOOTWEAR & ACCESSORIES

HOME DCOR & FURNISHINGS

25+ YEARS: DIRECT-TO-CUSTOMER TO BRICK AND MORTAR TO OMNI-CHANNEL1969Sundance Resort 1996Sundance Jewelry1995Sundance Website2007 Retail

2008Retail

2016RetailNew ConceptColorado

Texas

California

Minnesota

Arizona

Oregon

Texas

1989SundanceCatalog2015RetailNew Concept40 StoresBy 2020

NEW STORE DESIGN:A SENSE OF DISCOVERY AND PLACEAn experience not found elsewhere.Depicts beauty, authenticity, and quality.Sense of discovery and delight.Storytelling curiously placed as moments.Artisan fixtures and home dcor round out a strong sense of place, discovery and lifestyle.

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BRAND AMBASSADORS OUR ASSOCIATESA relationship beyond a transaction.Steeped in our heritage and values.Deep product knowledge.Passion to delight.Loyal to a brand that stands for something greater.Their passion is contagious!

MEET THE ARTISTPassion for storytelling comes to life.Artist-Customer-Associate credibility.One-of-a-kind pieces provide halo effect on larger assortment.Allows customer to be a part of something greater.Social media ignites the power of storytelling across all channels.

SUPPORT THE LOCAL ART COMMUNITYSupport like-minded, non-profit art organizations.Give back to foundations who support art education for all ages.Engages local customer and attracts new customers.Creates the value of localized story telling with the non-retail markets.

OMNI-CHANNEL:CREATE A SEAMLESS EXPERIENCECatalogDigitalRetail Stores

WE DO NOT REST ON OUR LAURELSPush the creative refresh button often.Delight with what is new.Encourage conversation beyond a transaction.Celebrate discovery through voice, interaction, and sharing.Never lose passion to create an experience not commonly found elsewhere.

HOW WE KNOW WE ARE SUCCESSFUL Sundance makes my retail experience personal and authentic by offering unique items attached to narratives. As a shopper, this experience is unlike most other retailers. Thank you Sundance! Sundance Customer, Edina, MNWhen I go into a Sundance store, not only am I engaged in the consumption part of the experience, but in the story behind what I am buying which creates a personal connection not only to the product, but to the store itself. It is an emotional experience turning a customer like me, into a loyal follower. Sundance Customer, Kierland, AZ

Take on a fresh perspective throughPLACEwith David Levin

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Business TransformationDavid Levin, CEO of DXL Group30

The History

Destination XL Group, Inc.

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Annual Sales Declined in Casual Male Stores

(In millions)


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Waist 48+ Age 55HHI 50k+TraditionalMore value-drivenComfort & ease importantSuburban, family-orientedCMXL Customer

Casual Male XL Perception Clothing

Dated and boring; Your Dads StoreHawaiian shirts and elastic waistbandsLack of Style (colors and patterns)Limited SelectionMore expensive than regular stores

Environment

Undesirable locationsCrowded aisles Unorganized and difficult to find productStigma to shopping Big and Tall store


The Opportunity


Two Segments of Big and Tall Average waist size: 39.5Waist size distribution of U.S. Men, age 20+Big and Tall Primary Customer Profile Population (Millions)


Our Opportunity is the 40- 46 Waist Guy

48+40- 4648+

40- 46 waist sizes made up 70% of the Big and Tall market, but only 33% of our sales Sales by waist size


Insights


THE SOLUTION

DXL is the only retailer that truly gets our guy. We put the WOW in his shopping experience by offering a unique, one-stop shop. We make him look and feel good.


ONE STOP SHOP GENEROUS FITTNG ROOMSWIDER AISLES ON SITE TAILORING

SHOP BY LIFESTYLE

BEST SELECTION OF BRANDS

Focus on bringing national fashion-oriented brands

Over 100 brands, thousands of styles!

Developed complementary relationship with private label merchandise offering

Exclusives

RESULTS

DXL Needed Brand Awareness


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Get breakthrough and then feed the curiosity


Significant Increase in DXL Brand Awareness

13%10%

5%

0%18%16%24%26%28%28%15%20%25%30%Spring SummerFallWinterSpring SummerFallWinterWinterAided AwarenessOverall Aided Awareness Trend

20142015*33%38%2013


End-of-Rack Customers Generate More ValueSignificantly higher annual spend compared to 48"+ customersEnd-of-Rack consumers spent 120% more

Visit more often than 48"+ customersEnd-of-Rack consumers visited 52% more often

Greater percentage of bottoms businessIn Q2 2016, End-of-Rack customers were 44.1% of bottoms business compared to 42.9% YOY

Future Opportunity


Rollout of DXL Stores Begin

2013Over 50 DXL stores

2010 First 4 DXL stores

201232 DXL stores

201112 DXL stores


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Rollout Continues

2016Up to 200 stores

2015175 DXL and DXL Outlet Stores

2014Opened first DXL Outlet store

2017Expanding store footprint into Canada


When things dont happen right away, just remember, it takes 6 months to build a Rolls-Royce and 13 Hours to build a Toyota.

- Author unknown


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Deliver authenticity throughPERSONALITYwith Lauren Haydel

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NEW ORLEANS

Not your average city.

Not your average CEO.Not your average city.

Humble beginnings

In the words of EmerilBAM!

8 YEARS.5 STORES.ONE FLEURTY PERSONALITY.

LETS RECAP

The what is now the how

New marketing is social, viral, organic and driven off of experiences.

PASSIONPLACEPERSONALITY

JOIN US ON RETAIL FOCUSwww.jga.comtwitter/instagram @ jga_inc

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